I’ve been getting a lot of emails from trade show/conference vendors about training for trade shows. While I’m a big fan the e-newsletter, this might not be the best tactic for companies who create exhibit booths and signage seeing as the economy took a nosedive this past year and just about everyone has cut back big expenses – like trade shows. Marketing and sales folks are recycling what they have from last year and an email about “boothmanship” training isn’t likely going to change their mind and drive them to the company for a soft sell. So, what should these companies do?
Well, if I headed up marketing at a trade show company, I wouldn’t give up the newsletter, but I also wouldn’t send it every 2 weeks. That’s just going to annoy me. I’d also go back to some traditional marketing to create brand awareness and I’d revamp my message to talk about:
- Cost effective methods for trade shows and conferences – cut your cost in half, while increasing qualified leads
- Pre-conference jitters: Practical methods on how to maximize sales time at the event
- Attracting attention to your company: How to make them come to you
With all that said and done, these companies likely won’t see the dollars coming in for another 6-9 months, but at least they will be top-of-mind once corporate marketers can spend again.
I'd love to hear your thoughts.
