Building Practice Leader
We’re just back from traveling to several major industry trade shows for our clients – the annual International Builders’ Show in Orlando and the AHR Expo in Las Vegas. In this world of apps, social media, e-marketing and virtual everything, does the age-old face-to-face trade show still have legs? Our answer: it depends.
Here are five observations from LMO’s Building Industry Practice Group to help us marketers get the most from the unique “touch and feel” experience that trade shows provide:
Seems pretty simple, but you would be surprised by how many companies – and these are major, national brands – aren’t able to accomplish these basics. While walking the aisles, you can glance at a booth and in about 10 seconds decide whether or not you want to cross the threshold. That’s the challenge. And as marketers, it’s not worth spending the dollars to exhibit, if you haven’t thought through what it takes to succeed in a trade show venue.
To make a trade show be a relevant investment in your marketing mix, really depends on how mindful you are of the points above. If ignored, then the marketing investment falls short. If embraced, you stand a better chance of a successful trade show experience.
As marketers, we owe it to our clients to help them reach continued success with trade shows, because based on the enthusiasm at the venues we attended last month, trade shows will continue to play a viable role in the marketing mix in the near term.
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