To Attend, or Not to Attend Trade Shows? That is the Question!

Roger Kerstin – US Sales Manager, EDAX

From the point of view of a regional Sales Manager, for a long time, trade shows were the ultimate way to bring in new customers and reach many of your existing customers all at the same time. However, previously gigantic shows like Pittcon now continue to get smaller and smaller every year. When I attended my first Pittcon in 2000, it was so big that only a few venues in the country could host it. Now it seems that it could be placed anywhere and there is no longer a size issue. With more focus on the internet the trade shows almost seem like they are not needed any longer.

EDAX at AAFS EDAX at TMS

As you see I said almost. I do feel that participation in tradeshows is and will continue to be important for a long time both for vendors/exhibitors and customers/participants. As exhibitors, they allow us to meet with current customers, see new and exciting trends and/or products, and talk to potential new customers. All of this in one place. Yes, it can be expensive to attend these shows all the time, especially the larger ones but let’s just think about the cost in more detail. Let’s think about it from the perspective of the exhibitor. If we get 50 leads from a larger show that maybe costs $25,000. Wow, that’s $500 per lead. If I were to go out and try to visit 50 potential customers it would take weeks and there would be a lot of travel and a lot more expense. I would say that overall we would probably spend more to visit these 50 potential customers across the region and it would take 4-5 times as long. So not only are we spending more money, we are taking valuable time in doing so.

Sometimes I hear that the exhibitors are saying the show is too long, or that it was a waste of money. I can even say that I have said that in the past as well, but if we look at the bigger picture, it really isn’t that bad. At a trade show we not only have attendees that are there to look, learn, and possibly purchase products or services. They are also coming to see us or other companies like ours and we can be passive and not get a lot out of it or we can be nice, friendly, and accessible. If we are the latter, then we potentially can start up a new relationship with a new customer. At some shows we also have a team there that usually wouldn’t be with us on the door-to-door visits. At a show, we may have product support, sales, service and if needed can address all avenues with one meeting. Potential customers have a chance to see new technology advancements at close hand and can even request an individual demo at a given event. To do this elsewhere would be costlier and more time consuming for both us and for our customers.

EDAX with TESCAN at Pittcon 2017 EDAX at M&M 2016

Some of these large shows probably do need to be shortened as it seems at some of them, the last day is a time where the vendors meet vendors and not a lot of customers are coming around, but even on that note it could be beneficial as this is where we make connections with others doing similar things and there could potentially be partnerships or mutually beneficial outcomes. In short, I will continue to support the value of our events and tradeshow attendance – we look forward to seeing you at ‘M&M 2017’!

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