In a comprehensive trade show study, the thing a B2B exhibitor can provide attendees that has the highest correlation with purchase intent is new learning. Not models and promotional products.
With lighter trade show attendance, B2B businesses can continue to make connections and network effectively with LinkedIn Groups.
B2B companies who measure their trade show ROI are able to increase the effectiveness of their marketing investment and determine which shows are working. And which aren’t.
For many companies, trade show marketing is driven by one the most powerful forces on the planet: inertia.
Many companies keep going to the same trade shows every year without much hard analysis of if the trade show is generating a positive ROI. Additionally, there are other trade shows marketers are not attending which might be a better investment.
For most B2B marketers, trade shows are enormously important for generating leads, and closing sales.
In an Exhibitor Magazine article, several PR pros outline how to increase your company’s chances of press coverage both during, and long after the show.
With the right planning, B2B marketers can use trade shows to speed up the sales cycle, reduce the cost of sales, and reach customers, prospects and even "hidden buyers."
In an article by Margit B. Weisgal, President and CEO of the Trade Show Exhibitors Association, she outlines the benefits of trade shows:
"Exhibit marketing is the most cost-effective means of reaching customers and prospects; it reduces the buying cycle; it allows you to reach hidden buyers. Most important, though, is that it can reduce the cost of a sale by as much as 75%."
With the right ideas, B2B marketers can leverage their trade show attendance to refill their sales funnel, bring in new customers and boost sales revenue.
The #1 objective for trade show attendance is lead generation.
Of course, no exhibitor does all 100 of these tactics, nor should they - it depends on your overall strategy. Once you have a solid strategy in place, knowing which tactics to employ becomes easier.