Building Materials Trade Shows Aren’t Dead Yet (But They Might Be Soon)

Building Materials Trade Shows Aren’t Dead Yet (But They Might Be Soon)

Mark Mitchell Mark Mitchell

Mark Mitchell

Building Materials Sales and Marketing Growth Consultant. Win and keep more customers to grow your sales

发布日期: 2021年9月13日
+ 关注

Trade shows feel like a holdover from the past. Setting up big bulky booths and hanging around them all day isn’t the way business is done in a digital economy.?

That doesn’t mean it’s time to call it quits. But it does mean that trade shows have to reinvent themselves if they want to stay relevant.?

The Problem With Trade Shows

Many building material companies feel that attending trade shows is becoming a waste of time. Here’s why.

  1. It’s too expensive - Booths and sales reps don’t come cheap
  2. It’s over in a flash - An exhibit sells a product for two or three days - online marketing sells it all year round
  3. Success is unclear - Many companies can’t tell if their exhibit directly increased their sales
  4. Most customers don’t attend - The attendees are only a tiny slice of the overall market

3 Ways to Build a Better Trade Show

Fewer people are attending trade shows, which means the returns are getting even smaller. But they’re not doomed yet.

For trade shows to survive, they need to follow the advice of people like Brad Ford. Here’s how Ford recommends shaking up these events:?

  • Stop calling it a trade show - It sounds outdated - call it a Marketplace, an Event, or even a Convention?
  • Hand-pick key exhibitors - Instead of hoping that the most interesting companies sign up, invite them well ahead of time
  • Don’t just show the same old stuff - Everyone knows the big players already - draw people in by giving startups and innovative new companies a free space for their first exhibit

It’s time for these events to evolve. The trade show isn’t dead yet. But if it doesn’t reinvent itself, it soon will be.

Ron Williams

Home building is broken for consumers today. We're fixing that. Leveling the playing field for large & small home builders & developers. | Trainer | Speaker | Coach | Founder, Hoodle

3 年

??????

赞
回复
Jesse Gernigin

I Help Business Owners Control Their Customer's Minds | DM Me For A Free Mind Control Marketing Audit

3 年

I think the issue with trade shows is two-fold. 1:They don't deliver on the investment There's more to the cost than a ticket. There's time, travel, loss of opportunity being away from the business. Going to a show made sense fifteen years ago when networking this way still had relevancy. Now there needs to be an update in the purpose and impact of events. 2:They are too generic Having everyone under one roof isn't needed anymore-but trade shows still push for it. Segmenting shows based on material and need would make more sense (and it would force companies to get creative in re-thinking their promotion).

赞
回复
3 次回应
查看更多评论

要查看或添加评论，请登录

Mark Mitchell的更多文章

社区洞察

其他会员也浏览了