During a time when things have quickly become digitally driven, many companies have turned to a digital approach to sales and marketing. And while digital assets such as your website, blog and email marketing have the ability to generate leads and close those leads into customers, there’s something to be said about sticking with more “traditional” means of marketing.
For some industries, sticking to digital might work. However, industries that rely heavily on personal relationships, brand loyalty and product knowledge in an effort to increase sales, customers and market share, elements of traditional marketing is vital.
With so many avenues to choose from, it’s imperative to find the best channels to produce a measureable ROI. Sure ads in magazines and trade publications are great, but can you really measure the success of an ad campaign? Beyond ads and billboards, there are certainly other traditional means of marketing and one that continues to be valuable despite the digital takeover are trade shows. According to the Center for Exhibition Industry Research, 99% of exhibitors find unique value delivered by B2B tradeshows which are not provided by other marketing channels.
At Wheatland Tube, we’ve embraced the digital way of marketing, but we haven’t given up on trade shows. Attending several each year has resulted in increased awareness about our brand and its products. It also gives us “face time” with customers, both existing and potential, including distributors, contractors and end users. What’s more, these trade shows give us an opportunity to introduce new products and allow attendees (industry professionals) to test and review the products right in front of us, providing invaluable feedback.
Through all of the trade shows we’ve attended, we’ve learned a lot; not only about which shows are best for our sales and marketing goals, but also the best ways to approach each show. If you’re new to the trade show scene or interested in ramping up your presence, here are five essential elements for exhibiting at any trade show.