I am attending the AIIM/OnDemand tradeshow in Boston this week. I haven't been to a monster tradeshow in a few years and have forgotten the expense that many companies invest in these tradeshows.
I am actually saddened by the little guys trying to compete against these large organizations and why a small business even invests in such an exercise. It is so obvious that they are out of their league. (Don't confuse tradeshow perception with value prop)
My observation is that most of the small guys get walked on by, by the participants.
Even worse, in my opinion are the large company displays, crowded with like branded golf shirt wearing sales vultures who are looking for something to kill, I mean someone to sell. I avoid those vendors like the plague, regardless of the product.
I find the small, professional presented vendor a joy to talk with, open about their strengths and weaknesses and willing to have a good, quick business discussion.
I would suggest if tradeshows are in your marketing strategy that you size up the other vendors and evaluate your positioning versus them as an element of your investment decision.
Very interesting observations Steve. I always felt that trade shows were a waste of time and money as a small business. I think that the most effective use of tradeshows is networking, not standing behind a table in one place. That said, I'm an advocate of going to the tradeshow as a spectator not as a vendor, which is much cheaper and gives you the ability to walk the floor and network.
ReplyDeleteSteve, what would be your advice for a small business looking to set up show at a tradeshow?
I felt compelled to answer this.
ReplyDeleteI walk about 40 shows a year (I also exhibit at some).
There are certain conventions (no pun intended) that must be followed. Large and small the exhibitors that are on the floor paid to be there. I have seen plenty of folks walking a show that arrived on a free pass who then proceeded to try and sell to exhibitors and attendees alike. That's not right or fair. If I am walking a show as an attendee, I'll get a copy of the show book and make some notes and contacts but I never detract from the time of the people trying to make a living there - they have it hard enough.
Second point-
You can't make a blanket statement that tradeshows are not effective for small business.
Every business and every show is different. The answer is - it depends. I know small entities that market almost exclusively in this arena very successfully and others that have lost their shirt but you shouldn't tar brush the business as a waste of time and money. Then in the next sentence say you use the medium effectively.
I invented a product EXACTLY to give the little guy a fighting chance in this environment.
I spent 30 years walking shows and seeing good people with good products and services that were financially exhausted by the time they arrived at a show. They would sit behind a draped table with a handful of literature, some tchotzhies and a hand lettered sign saying please talk to me because I am small and underfunded. You can do tradeshows right (on a budget) and you can do it wrong - either way you do it with an audience.
Very helpful. Thanks Steve!
ReplyDeleteI don't believe I made a blanket statement that a small business shouldn't do tradeshows as I know there are some that are excellent.
ReplyDeletePaul if you want to write up some tips for my readers I would be glad to post it and give you credit and visibility.
JT, let me see what I can come up with for an answer. My first thought is that does the title and person of your clearly defined target market attend, I don't mean their industry I mean them specifically. Once you answer this, tradeshows have a better ROI.
I will do a further post on tradeshow success over the next week.
Great article Steve! I have to agree with you on the large company displays, I also try to avoid them. Glad to hear that I am not alone.
ReplyDelete