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Four Trade Show Myths

Why don't more companies succeed at trade shows? Because even well intentioned companies let myths and misconceptions block their paths to success. Below are the four most common myths regarding trade shows to help you identify them before they affect your trade show marketing plan.

MYTH #1 “Trade Shows Are a Waste of Money.”

FACT #1

Research has shown that successful exhibitors spend about three times more of their marketing budgets (26.7 percent) on trade shows than unsuccessful exhibitors who spend an average of 6.7 percent. Successful exhibitors participate in more trade shows than unsuccessful exhibitors. The primary difference between successful and unsuccessful exhibitors is driven by how resources are directed and managed, not necessarily how much was spent.

Trade shows are a proven way to generate sales leads, increase orders and introduce new products and services. According to a CEIR study (Center for Exhibition Industry Research), 83% of exhibition attendees polled said trade shows bring them up-to-date on the latest trends in their industries while 85% tend to save time and money on purchases. Company decision-makers ranked trade shows number one for gathering purchasing information from among 13 sales and marketing options.

The way to fully capitalize on the opportunities that trade shows offer is to implement a carefully integrated trade-show marketing strategy. A successful show objective should not just be based solely on closing sales. It should include competition comparisons, exposure level to new products, and the exploration of new markets.

MYTH #2 “Any One of Our Employees Can Work the Booth.”

FACT #2

A successful exhibit manager trains staffers even when they are experienced salespeople, because they know that trade show selling is unique. Trade shows are NOT sales calls; it's an opportunity to develop many relationships in a short period of time. Referred to as “relationship selling”, the idea is that no one sale or single contact is more important than the collective contacts that make up a long-term relationship.

MYTH #3 “You'll Get Attention With a ‘Cool' Giveaway.”

FACT #3

There is no better, more consistent attention-grabber than proper branding of your product or service. Brands can be powerful motivators since customers associate strong brands with quality and value. Collectors of show trinkets and memorabilia are precisely the crowd you want to avoid, especially if the giveaways contribute nothing toward company image or products recognition.

MYTH #4 “Sponsorships Are a Waste of Time and Money.”

FACT #4

Sponsorships are one of the fastest growing forms of marketing. Some fortune 500 companies see events as having the potential to displace network TV as a marketing medium of choice. Effective sponsorship efforts synergize all of the marketing mediums (public relations, advertising, etc.) to maximize reaching trade show attendees. Sponsorships can be uncharted territory for some companies, but the effort and investment are well worth the yield.

2005 NFDA Convention and Expo Booth Rates

McCormick Place
Chicago, October 3-5 (show dates)

Standard Booths:

Premium Booths:

Visit this link to learn more about McCormick Place: http://www.nfda.org/page.php?pID=649

It's not too early to begin planning for the
2005 NFDA Convention and Expo
Chicago Style, October 3-5.

Look for future issues of NFDA Supplier Dispatch – your electronic connection to funeral service!

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