TTU MKTG 4354

Of Balls and Bags

If every profession has a trade group, then, correspondingly, every group has a trade show.

Although there is a huge up front cost associated with a trade show as we discussed on Tuesday, it can be highly effective for companies that have displays for at least four reasons. First, the account representative has longer face-to-face time to discuss their products. Second, the account representative discusses the product with the person who either makes the decision or influences the decision maker. Third, the organizational representative can collect information about a lot of competing products in a short time span. Fourth, complex products can be explained and experienced.

Trade shows are more than about selling. Exhibiting firms want to share information through promotional efforts, and can explain or demonstrate the product and how the use of the product could lead to a competitive advantage for the attendee’s firm.
In order to prospect for clients, firms must give away shirts or a ball or a coffee mug (yes, more promotional activity). Beyond the goal of collecting as many names as possible, exhibitors want to get current and future customers excited about their product. And that should be the goal of almost every exhibitor: get people panting for my product.

What are the advantages and disadvantages of these trade shows? Is this a good promotional activity for all firms? If yes, what type of firm should have a booth at a trade show? Besides sharing information, what else could an exhibitor use a trade show for? Do trade shows offer an opportunity for the exhibitor than has been discussed in this post? If so, what is that opportunity or opportunities?

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posted by Michael @ 5:00 AM