Exhibit At Work

Improving The Quality of Face Time Raises Trade Show Success

Some exhibitors commit to trade shows to find the next lead that will become the next sale. Others have more complex objectives for exhibiting that revolve around marketing communication and branding. But no matter what their objectives, most agree that the main reason for exhibiting is to get "face time" with a wide variety of prospects in a wide variety of industries, at a fraction of the expense of traditional field sales calls.

Two major factors have made face time even more important now than in the past: specialization of job functions and the proliferation of technology. Prospects who approach a trade show booth need very specific information to perform their jobs. Attendees don't go to shows so you'll hand them a brochure. They come to obtain immediate answers that impact the decisions they are under pressure to make. Today's more intense and serious prospects want quality discussion time, especially when solutions involve evolving technologies.

Changing Your Approach

Today's changing attendee behavior may require that you re-engineer your trade show approach. In the past, exhibits designed around showcasing your product and message worked well. Today, it's more effective to plan your exhibit around how you will interact with visitors, rather than just around what you want to demonstrate and display.

Cross-Selling To Your Customer Base

Estimates show that more than 80 percent of salespeople only mention one product during a sales call. Exhibiting offers you a more cost-effective venue for cross-selling products to existing customers. Many of the world's biggest companies now say that devoting face time to increasing their base of business with current customers is their primary goal at shows.

Targeting Your Efforts

Targeting specific segments of customers will help ensure your trade show message hits the mark in an era of more specialized job functions. Trade show organizers such as the Material Handling Industry of America (MHIA) help you achieve your goal of segmenting attendees. For example, MODEX 2012 offers exhibitors space in four specific Solution Centers-Manufacturing and Assembly Solutions, Fulfillment and Delivery, Information Technology, and Knowledge Center. By adding "Centers" of interest, MHIA has ensured that there is a good "fit" between your company and the interests and needs of each vertical attendee segment.

The Bottom Line

The amount and quality of face-to-face contact is the number one factor in raising any exhibitor's ROI. As you plan your MODEX 2012 exhibit, focus on finding ways to meet the "high value" expectations of today's trade show attendees.