Siemens at RSNA in Chicago, with a flock of doctors and medical equipment buyers in tow
When a company sets out to exhibit at a major trade show within their industry, it is usually for at least one of two reasons:
1. Sell more widgets
-or-
2. Increase brand/product exposure.
Other reasons exist, but they’re essentially variations of those aforementioned.
There is also a pesky third reason companies exhibit, and it’s confounding:
3. to save money.
What do I mean by this? Companies expend tremendous amounts of capital and productivity in the marketing, logistics and selling that’s involved with tradeshows. To then skimp on the actual marketing engine that gets assembled in their tradeshow booth space… seems like a questionable tactic.
Despite how damaging this approach can be, there’s the lingering reality that many approach their trade show exhibition program with this very mindset: Above all else, we need to save money on this year’s show.
Is that appropriate because we’re in a recession? Is it correct because trade shows are so darned expensive nowadays? Are these EVER good excuses? Read the rest of this entry »
Questions?