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Archive for December 2015

The Truth About Trade Shows is That They Work – Is Your Plan Ready?

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SECO/WARWICK Corp. Booth at the 2015 ASM Heat Treat EXPO in Detroit

Trade show exhibitions always beg the management question – where is the return on investment?  Particularly when that investment grows into the 4, 5 and 6 figure category, trade show costs can be a considerable drain on company resources.

Here’s the bottom line:  People buy from people they know, like and trust and the best way to gain that trust is by meeting in person.  Your digital and direct marketing lay the foundation, but particularly with high dollar purchases, trust and credibility are the values that matter most.

I found a New York Times article by American Express Small Business that says it best: “according to the Center for Exhibit Industry Research, it costs 62% less to close a lead generated from a trade show than one originated in the field.”[1]

When trade shows are included in your overall business strategy, they can make a powerful addition to your bottom line.  Statistica[2] has published data that says that approx. 49% of trade show attendees plan on making purchases.  Is this an audience you can ignore?

Done well, trade shows are a priceless asset.  Trade shows with no plan, on the other hand, are hit and miss.  Can anyone afford that?  This is a perfect time to make sure your plan is in place.  Be sure your plan includes pre-show promotion and post show follow up.  If you have any questions about “how to”, let’s talk.

Links in this post:

[1] New York Times (includes a how-to on effective trade show planning) -, retrieved 12/8/2015

[2] Statistica, retreieved 12/8/2015


Written by Beth Ryan

December 31, 2015 at 9:32 pm