One of the biggest mistakes a company can make before going to a trade show is showing up without a marketing objective. Marketing is a key part of business that companies can often loose site of what a good marketing strategy is and how it can be measured. Everyone considers the definition of marketing as something different. When some people think of marketing, they think of sales. Others may think of marketing research, products, and pricing. The American Marketing Association defines marketing as “the process of planning and executing the conception, pricing, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives.”
Effective marketing requires a company to identify the need and desire for a good and service. You have to present a value to the customer that your product or service is the one they should use to fulfill that need. This is where trade show marketing can be a very important part to a company’s marketing objective.
At tradeshows, if you choose the correct show to exhibit at, your company or organization is in front of customers who have a desire to fulfill a need that your company offers. During the show, excellent promotion and sales is your key to success by informing consumers of your organization’s product or service and convincing them of its ability to fulfill their needs and desires.
The second key to marketing is relationships. Today organizations should no longer be looking for a one time exchange with customers. Building relationships is vital to your marketing strategy for three reasons. First, companies have recognized that customers have become much more demanding in that they desire excellent service, support and quality. Consumers want the best service and support, quality product, a competitive price and ease of purchase.
Second, they want a product that can be personalized for their exact need or want. Customers like to see something that can be molded to fit their need rather than a generic product. The one key way to find out what customers need is to build a relationship. You will be amazed what you can find out from consumers just from a simple conversation.
The third reason relationships are important, is it is much more cost effective to retain your customers than look for new ones. Although sometimes you might think that you spend so much money just trying to keep your customers happy or satisfied, this definitely outweighs the other option of spending money on advertising to find a new ones.
Before you go to your trade show, make sure you are exhibiting where your target marketing is present, your company has a strong marketing objective that will build value to your product or service, and you are ready to build relationships that will lead to a successful business.