Our friend Mike Thimmesch at Skyline Displays posted an article 22 Reasons To Exhibit At Trade Shows
I responded in support of his view:
Right you are! Trade Shows and events are exceptionally broad in terms of what can be accomplished for the host company. I teach a planning model related to what you are speaking of.
Trade shows, and customer events in general, produce two main accomplishments for the host company.
1) Business Development
- Target Marketing
- Prospect Development
- Customer Relationship Management
- Growth on the Revenue Base
*Supplier and Partner Management
- Negotiation of more favorable terms or arrangements
*Influencers and Regulators Management
- Influence the conditions under which business is conducted and
products are sold (associations, standards bodies, etc.)
*Cost Savings through expense avoidance activity at an event
2) Marketing Communications
- Brand Development and Reinforcement
- Program Communications
- Market Positioning
- Product Launch
- Community Development (social networking)
- Continuous Communications
- Relationship Development
These elements form the core of a robust planning structure that Skip Cox of Exhibit Surveys and I developed into an automated planning support and measurement tool. Information on that tool may be found on either of our websites.
Keep preaching the word that shows are about a lot more than leads and sales!
Constellation Communication Corp.
ROI on Events, Event Measurement and Evaluation