We are about to go over our years budget for trade shows and I wondered if you had any ammunition that I could give to upper management on the value of trade shows and event marketing?
Trade Shows are still a viable option and should be incorporated into your marketing strategies. Here are some ideas that may help you when you are getting ready to sit down for your marketing meetings:
Showing upper management how trade show marketing relates to and supports corporate marketing goals, as a whole. Showing past statistics and attendance profiles can help them to fully understand the process.
Explain to them how trade shows have lowered sales costs, increased repeat customer rates, attracted new customers, increased market share and improved the company image.
Find out their concerns and if they have any negative preconceptions before your meeting, you can than arm yourself with information to convince them of the value of trade shows.
Make them aware that trade shows are not the only part of marketing, but a good source of leads and exposure. Coupled with your entire marketing mix, trade shows can be another arm in your overall marketing plan. It’s a component of four main promotional vehicles – advertising, sales promotion, public relations and personal sales.
Upper management can be a powerful force on the trade show floor, with their attendance, it takes exhibiting to a another level. Team members and booth staff will see the involvement and be more focused and committed.