Rethink trade shows tools
Did we really just spend six figures for 15 hours of exhibit time? How is it that we’re challenged to show ROI for every aspect of our marketing budget yet exorbitant trade show spending persists? It’s a merry-go-round that we can’t stop riding. “Trade shows are expensive, but if we don’t go, our customers will think we’re not serious about the segment.” Maybe, maybe not, but if we’ve got at least one more show on the calendar, let’s make the most of it.
How about this year we build some tools that last longer than a hospitality suite hangover? Instead of building another single-use display, put a tablet in the hands of those manning the booth and they’ll be ready to present images and video clips of what’s new and different. Do you have customers that have good things to say? Bring a dozen short testimonial videos and play one for a prospect. Have a new technology that’s better explained with pictures? Show diagrams and animations and replace confusion with comprehension.
You can build mobile apps in the context (and budget) of a trade show and take home impactful tools that can be used all year long.