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Chris Chariton is vice president of marketing services and product management for GlobalSpec, the leading specialized vertical search, information services, e-publishing and online events company serving the engineering, technical and industrial communities. Chariton oversees many of the company’s marketing initiatives including e-mail marketing, demand generation and social media, public relations and advertising, and product management. She can be reached at cchariton@globalspec.com.

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Should I Stay or Should I Go?

Written on
May 13, 2009 
Author
Chris Chariton  |
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Should I Stay or Should I Go?

schmoozing2.jpgADOTAS — You spend three or four days at a trade show, complaining about light traffic, standing around with nothing to do, and having very few conversations that seem as though they might really go somewhere.

You swear, and so does other key management, that you should really re-evaluate whether or not to attend next year. But six to eight months later you find yourself sending in a booth deposit, starting the same cycle all over again.

Why does this happen? Perhaps it is the universal fear of the unknown — that even though the show wasn’t all that great, maybe sales will get worse if you don’t go. As Albert Einstein observed, “Insanity is doing the same thing over and over again and expecting different results.” Here are the top reasons I’ve heard (and even used myself) for continuing to exhibit at trade shows we know in our gut are not delivering:

1. We will be conspicuous in our absence.
What will our customers and competitors say if we don’t show up? Most likely they’ll say nothing, or “Oh you aren’t going to the show this year?” Unless you really are close to going out of business, not attending a tradeshow won’t cause your customer base to think you are. This is the typical keeping up with the Joneses mentality, and is a symptom of a larger problem (read further). Following the crowd may lead to mediocre or disastrous results for all.

2. This show is small and the booth space doesn’t cost much.
It’s cheap — is that a reason to go? That same argument worked well for the Yugo, didn’t it? Don’t forget to add in your time — pre, during, and post show— the cost of taking sales people out of the field or office, and freight, hotels, food, and graphics. It is probably not as “cheap” as you think, and imagine what else you could be doing with all your money instead.

3. It will be different this year.
Will it? If the show is doing the same thing it always does (same place, same location, and same focus) and you plan on doing the same thing, then need I remind you of Einstein’s definition of insanity?

4. We go because it’s really about meeting and greeting our current customers, not new business.
This can be a truly valid reason to attend a tradeshow. Just make sure that is really happening and you are using the event to its fullest to build relationships.

5. The head honcho really likes shows and nobody wants to be the one to suggest you don’t go.
This could be a tough one. Don’t just suggest, recommend a new course. Approach the situation with facts — summarize the previous results, capture comments from sales and other key show attendees, and most of all, offer an alternative. All honchos love ROI — so explain it in those terms. After all, you aren’t advocating just saving the costs — what you want to do is reassign the show dollars to something else that can deliver better results.

Shows can make a lot of sense, and not all are created equal. Nor does every show perform the same for every exhibitor. So what shows should you attend? Ones that you’ve actually thought about and can see tangible results from; for example:

- You’ve generated measurable revenue from contacts you’ve made at the show

- Many of your customers attend the event and it’s a great opportunity to wine and dine and get your executives in front of your existing customers

- You’re breaking into a new market and want to make a quick impression while scoping the competition

Shows are a part of business, but they don’t have to be automatic decisions. When you find yourself about to sign up for a show you remember complaining about the last time you went, first think of Einstein, and then heed the words — “Just because everyone else is doing it doesn’t make it right.”





Reader Comments.

I completely agree with you! To ad to it, I find that most of the people that actually visiting the booths are not the decision makers. The more “important” or senior people are busy with pre-scheduled meetings in conference rooms and hotel suites and rarely touring the show booths.

Posted by Limor | 2:02 pm on May 12, 2009.

I am very trusted globalspec but I need more information and advise before I make the right decision on globalspec member. Your Shanghai marketing sales had contacted me amd make appointment with me but didn’t attend and call up.This is the comment about your service in Shanghai.I hope that you look serious about this matter and you will lost a customer is interested on it.

Posted by Winston Shen | 9:34 pm on January 19, 2010.

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