www.youtube.com/watch?v=vg2cV2f-Wfs

Written by Jim Kendall – Daily Herald

SubscriberMail, LLC, is a 21st Century business: The Lisle company, which a year ago cracked Inc. magazine’s list of fastest growing privately held businesses, manages e-mail marketing initiatives for such clients as the Bulls, Blackhawks, Xerox and the American Marketing Association.

In comparison, trade shows smack of old-time excesses – a boondoggle for directors and senior management.

Why, then, does SubscriberMail exhibit at trade shows? Getting there is costly. Booths are expensive. Founder and CEO Jordan Ayan is a savvy e-mail marketer.

“There’s a point in time when you need to meet face-to-face” with prospective clients, Ayan explains. “The challenge is that trade shows are a really big investment, but you’ve got to do something to get your name out there. Trade shows are a very important part of growing a business.”

Besides, says Ken Buckman, trade shows have changed. “Trade shows have become an actual business, not just a free vacation for management, and spouses and kids,” says Buckman, CEO of Tradetec Skyline Chicago, a Lombard booth and trade show services provider.

The trade show industry was one of those that ground to a halt in late 2001. Attendance, Buckman says, still is below the totals of the late 1990s. The difference today is that attendees are more likely to be decision makers.

Still, there’s the cost factor. Depending on the size of your booth and travel, figure you’ll spend $30,000 and up to exhibit at a trade show.

“It’s a tough decision because of the upfront costs,” Ayan acknowledges. “You have to look professional. No card tables. Well-produced literature. Your sales people must look sharp.”

Ayan knows the excesses. He has paid “$400 to vacuum a 10×10 rug every day (and) $32 to replace the fish bowl we forgot.” Regardless, SubscriberMail is on plan to exhibit at “four to five shows” over the next 12 months.

Assuming you’re at least intrigued by Ayan’s assertion that trade shows offer an important face-to-face opportunity, it’s helpful to know how he chooses shows:

• If Ayan doesn’t know a show well enough, “I call others in our industry,” he says. “‘We’re thinking about the XYZ show. What do you know? Is it a good place to meet people?’ At some shows, the real activity is off the show floor, and you might not want a booth.”

• Ayan looks for shows that “really draw the decision-makers,” something he assesses by looking at the types of sessions the show offers, and the names and qualifications of the speakers.

• He looks at sponsors, too. “A successful show will have a large number of sponsors,” Ayan says.

• SubscriberMail grabs non-exhibit opportunities as well. “I do a lot of speaking,” Ayan says. The fact that Ayan is on the program creates both visibility and credibility for SubscriberMail – and is less costly than exhibiting.

© 2008 121 Marketing Resources Inc.

Making your trade show exhibiting experience a success depends on  “SMART – Strategies”

• “S”ingle out your objectives for exhibiting, one focus should be on reaching your trade show audience on their level, remember they have economic concerns too.  Give them solutions, and they will be returning customers.
• “M”arekting – continue to grow your entire marketing package, do not solely rely on trade show leads.  Pre-Show phone calls to prospective clients reminding them of your trade show booth number.  Finding out well in advance what their focus for the next 12-24 months will be, you can give them product teasers that will be valuable solutions.  One on One contact at trade shows is all part of networking, being in front of buyers, why not continue to be in front of buyers during your normal work week?
• “A”verage – this is a trade show don’t, your trade show booth staff as well as your trade show exhibit should have the power and the image that goes above and beyond average.  Don’t settle for anything less, the larger exhibitors in your industry did not get where they are by being average.  Exhibit Design & Graphics that create a powerful statement, will show your audience that your company is knowlegable & a leader in your the industry, no matter the size of your exhibit booth.
• “R”esearch the variety of shows you will be exhibiting at, find exhibiting success stories to help you will your decisions on what trade shows to focus on.  Finding the best trade shows that will fit your marketing needs. Research light-weight exhibit solutions to help save costs and offer flexibility.
• “T”raining your booth staff -  properly and often.  Communication with your trade show booth staff is communication with your trade show audience.  Making sure they are well versed on your marketing objectives and goals.  Being able to convey your message about your products and services.  Having a cool trade show booth with all the bells and whistles can send your message loud and clear.  But, if the cake is not baked all the way, the frosting is not going to go down very well.

  Exhibiting at trade shows is an entire package of all the right elements.

IMTS has many benefits and exhibiting success stories, from small start up companies to large manufactures, this event is filled with new technology, educational seminars & networking opportunities. Exhibits and seminars will fill four pavilions and house over 15,000 new machine controls, tools, computers and more.

Forming relationships and networking at IMTS can give your company insights into the latest technology and help you improve your companies over all performance. Overcome the many challenges in the industry with the educational presentations at the new Innovation Center.

Whether this is your first time exhibiting at IMTS or your fiftieth, and you are looking for a competitive edge, and fresh ideas, IMTS 2008 will bring that technology & innovation to your entire team.