Commercial Lighting Trade Shows: Waste of Budget or More Important than Ever?
by MGB2B
There is much debate surrounding the importance of trade shows for B2B marketers. Because of the wide array of audiences in the commercial lighting category, the options for trade shows designed for job functions from lighting designers to architects to interior designers and even facility can be endless. And each one is an investment of time and money.
With all the new ways specifiers are doing research and gathering information online, manufacturers have more options than ever for reaching their audience, many of which are more efficient than pounding the pavement at an industry event. Yet with all of these outreach opportunities, the most basic, simple methods of personal selling can often get swept under the rug. Having an integrated strategy across various media is crucial, but trade shows are often one of the best routes to close a deal. Face-to-face selling is so important in the B2B world, even in the digital age we live in. By having a presence at an industry event, your brand stays in the mind of the consumer instead of being lost in the shuffle of the Internet. However don’t feel like you need to hit every convention this year. Ask yourself these questions before committing to each show:
Should You Stay (Home) or Should You Go?
- Are you looking for a volume game? If your marketing needs are based in reaching a wide audience, you’re better off skipping the trade show. Conventions and events get a fraction of the audience of most publishers. For example, the official AIA show had 16,936 registered attendees in 2015, while the official AIA magazine Architect has a qualified print and online circulation of 105,040.
- Does the show have valuable content for attendees? Try looking at the show through the eyes of an attendee – are they offering anything tangible outside of “networking”? In person accredited courses for continued education requirements like the ones at LightFair can be a draw beyond the sea of booths and sales reps.
- Do you have something big to say? Major trade shows are the stage for unveiling new products, award announcements, and industry speakers that create buzz even after the trade show is over. By having your brand onsite, you can capitalize on the atmosphere for your own big announcements.
- Do you need to do some market research? Trade shows can create opportunities to receive feedback on your products and observe competitors. Seeing how your products are received by decision makers in person can give you value insight on potential make improvements or market needs. Trade shows also offer a chance to look into competitors’ products firsthand, as well as their selling strategies.
- Are there tangible results from last year? Just like any other marketing tactic, conventions should be evaluated on their performance. Debrief and take notes that you can look back on when you’re making decisions next year. Note the industries, companies, job titles, and competitors that were represented. Enter new leads into your CRM so closed business can be tracked back to the show. Once you get back into the day-to-day routine, it’s easy to forget the details.
- Is your booth game strong? Don’t waste your time and money if your booth isn’t going to present your company in the same way a print ad would. If costs are a concern, do fewer shows and do them right. Take advantage of the visual nature of lighting, engage your most creative minds (and not just the sales & marketing team, bring in R&D and others too!) to come up with a dimensional experience. Pull off a stunt. Get interactive.
So does your Trade Show schedule pass the test?