MARKETING
The Who-What-When-Where-Why
and How of Trade Show Marketing
By Robyn Sachs
W
hether you’re a vet or a newbie to trade shows, commit, ask your peers in the industry about their
it’s worth taking a moment to ask yourself the experience with each show. Does the show really
Who-What-When-Where-Why and How questions so bring in the audience you need? Can you actually
you’ll be sure you have the right show, the right mes- achieve the sales or leads you expect?
sage, and the right methods to achieve your goals.
Where are you willing to go?
Who are you trying to reach? This decision is partially determined by your budget.
Trade shows are like radio stations and state fairs. A trade show that’s farther away is likely to cost
Each one has a particular audience. A DJ who played you more than one that’s closer, especially if flying
country tunes for his rock-and-roll audience wouldn’t instead of driving is the only option. And a show
have the job very long. And a company selling Idaho that’s in a resort area or an expensive city may cost
memorabilia wouldn’t expect to do well at Ohio’s you more in hotels and meals—although they often
state fair. Several trade shows in an industry may offer good deals because of the volume they attract,
have the same audience; others may have overlap but so don’t count these shows out without doing the
distinct differences, too. It’s easy to be overwhelmed research first. There are more than monetary costs
by the many choices of trade shows, but once you to consider here as well. How much time will you or
define your target audience, you can zero in on the your staff be out of the office for each show, and does
shows that serve that group best. that matter? If your staff travels regularly in search of
sales, their being out of the office is not an issue. But
What are you trying to accomplish? if they conduct substantial business from the office,
Sales? Leads? Name recognition? Set measurable that’s something to consider.
objectives and let your staff know exactly what
they are. How many sales or leads will make it worth Why trade shows?
exhibiting in that show? Set a budget for each Is a trade show the best avenue to meet your goals?
show, taking into account exhibitor’s fees, materials, Or are you attending simply because it’s a tradition
equipment, your booth cost, travel, meals, and other for your company? Tradition is not necessarily a bad
expenses for your staff. reason to go, either. Seeing and being seen by your
industry peers and potential customers reinforces
When do you expect to meet this goal? your presence in the marketplace and promotes
As soon as possible, right? Realistically, though, if you essential networking. Just take the time to go over the
need to sell 8,000 of your world-renowned, classic above questions again to be sure you’re considering
widgets at the trade show, you’ll want to choose the the right shows and that you have set measurable
show that’s known for high-volume selling on the objectives and a sound budget. Don’t be afraid to
exhibit floor—not the show that bills itself as the make some changes to the way you’ve exhibited in
forum to unveil new products. Study your industry the past if your answers lead you in that direction.
trade journal’s ads and articles. Talk to the contacts
at the organizations running the shows. Before you How will you promote and run your exhibit?
1 ThinkBusiness June 2009 1
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