09 Jul Why Conferences, Trade Shows & Expos Still Matter
No question about it … trade shows, conferences and expositions are a LOT of work.
And they’re expensive. And they take a lot of time.
But on a Return On Investment basis, face-to-face events still generate one of the best marketing ROIs on the planet — especially for companies selling high-ticket products and services.
Panel Discussion at Meeting, via Pixabay
Case in point, I headed to Las Vegas last month where I spent 3-plus days with a client exhibiting at an exposition produced by one of the largest high-tech companies in the world. The catalyst for attending the expo was a major partnership announcement between my client and the large tech firm.
Included in the over 10,000 attendees at the event were prospective customers, partners and investors, as well as dozens of industry journalists and analysts. Because these individuals and organizations were in attendance, we held lots of planned and impromptu meetings, met with lots of companies, and identified tons of new opportunities. And we generated several positive stories before, during and after the event, with more scheduled for the near future.
All as a result of four days on-the-ground at a conference.
In my opinion, there’s no way our results could have been matched over a comparable multiday period without being on-site, pressing the flesh, and making / strengthening relationships.
To me, these are just a few reasons reason why a company should go to/participate in trade shows, conferences and events.
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What do you think? Am I off-base or on point here? Please share your thoughts / comments below.
A marketing and communications expert, David L. Politis recently published his first book — 66 RULES for Publicity Success: Boost Your Company’s Value for Pennies on the Dollar. David currently helps clients address their crises, publicity and marketing challenges through The David Politis Company.
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