I’ve attended, exhibited and coordinated my employer’s participation in dozens of conferences and tradeshows during my career. Having played each of these roles in those events, I’ve learned the ins- and outs-, nuances and necessities of why professionals in each function do what they do for the other parts.
More recently, I’ve noticed a change in the conference and tradeshow industry, at least from an attendee and exhibitor viewpoint. This can be good or bad, depending on what role you play in the broader event.
Foremost, I recognize that every company markets differently. How a company participates in a conference and markets to its prospects should be part of the company’s marketing plan. Is it better to exhibit with a presence in the exhibition hall only, exhibit and send conference attendees (e.g. divide and conquer) or “exhibit” by attending only? The factors that can impact a company’s tradeshow or conference participation—or lack thereof—are many.
I’ve recently met several professionals who said that they used to rent an exhibit space, but abandoned the practice for various reasons. Some found it too limiting. Despite high conference attendance numbers, exhibit hall visitor numbers dropped, which reduced exhibitors’ exposure to attendees. Others felt that the annual increase in exhibit fees (despite repeat participation) and associated costs (e.g. shipping, travel, meals, etc.) didn’t justify the return on their investment.
To drive more attendees to the exhibit halls, conference coordinators are planning events and social games in vendor areas to increase circulation and attract those who may not otherwise visit vendors. Among the most popular activities are food events, including cocktail hours and dinner buffets. My personal experience as a vendor in these situations has not been particularly positive. One guest spilled his full glass of red wine on our project portfolio. At another event, the exhibit hall was so crowded that we literally stood shoulder to shoulder with strangers who made no bones about not wanting to talk to us about our services. For better or worse, the organizer’s effort did increase attendance in the exhibit hall.
Still other organizers take a more lighthearted approach, offering a prize to the attendee or attendees who successfully complete a bingo card by getting every vendor to initial their respective space on the card. The idea is to get attendees to interact with vendors in a worthwhile discussion, then ask for their signature. I’ve not experienced much success with this tactic either.
Some fellow vendors that I spoke to changed their game plan, shifting from presenting in the exhibit hall (only) to exhibiting via attendance at the conference. This has allowed them access and exposure to attendees in conference sessions or meals in a “no-sell” atmosphere. This raises another point: Many attendees I’ve spoken with said that they don’t visit the exhibit hall because they feel targeted in a hard sell environment. Like fish in a barrel, so to speak.
Face it, nobody wants to be sold to anymore. In today’s social media-driven environment, modern transactions are relationship-based. Period. By the time a customer or client makes a purchase from you, they’ve already done their homework: they’ve researched your product and received reviews and recommendations from their peers who have already taken the plunge. All before they talk to you for the first time.
Still others vendors have changed their exhibit presence and how they market. While many companies and organizations still rely on gimmicks and gadgets to attract guests to their booth, these don’t guarantee a sale or even a successful follow up email or appointment. I’ve exhibited at many a tradeshow where guests (and/or their spouses) simply walk through the exhibit hall scooping up tchotchkes for their coworkers/kids/grandkids without even an acknowledgment of the person or people manning the booth. It’s like watching trick-or-treating for adults, with much less respect to the vendors.
On the positive side, exhibiting is a great marketing opportunity if you are in any visual industry, especially software, gaming and toys. Conference exhibits offer the see, touch and feel WOW! factors that intangible industries like professional services and non-profits can’t claim. Annual tradeshows can also drive the marketing for visual industries, setting the conference dates as the go live or launch date for new products and services.
Whether you or your company chooses to exhibit or attend a conference or not, the event itself creates other business and networking opportunities. In the case of the software and gaming industries, exhibit vendors can offer prospects or existing clients (attending or not) pre-show or special floor access passes to demonstrate or showcase new products and services. This gives those invited a sneak peek at a new release and the sense of VIP treatment that may sway a buying decision.
Conferences also present an opportunity to meet outside of the conference atmosphere. I’m not talking about vendor dinners or after parties. I’m talking about learning through your pre-show marketing or networking (which should also be part of your marketing plan) who will be at the show or in town and when. Whether you or they are the vendor or attendee, you can set up meetings outside of the conference to talk shop. Again, this removes the pressure of meeting in the exhibit hall or conference space where interruptions can—and often do—happen. Arranging and taking a meeting off site allows for more open discussion and may benefit from any insight found or learned at the conference.
Above all else, conferences and tradeshows are great development opportunities. How you choose to participate is up to you, but it should align with your company’s marketing strategy to ensure that you get the most return for your time, money and effort.
Need help with your conference or marketing strategy? Email me at bmccoy@mccoycommunications.com or complete the form below. I look forward to hearing from you!