Total Marketing Solutions

When I sat down to write this article I had an alternative title in mind - are B2B trade shows dead? Perhaps I should have stuck with this idea but on reflection I decided that I might be leading the direction of the debate a bit too much if I did.

The evidence base before us at Total Marketing Solutions is gathering to the point that it is almost overwhelming - unless B2B Trade Show organisers start to be be more innovative about how they package up exhibitions to be attractive to both exhibitors and visitors then their future role in the marketing mix for most SMEs will become increasing questionable.

 This evidence comes from the experiences of a number of our clients who have recently attended trade shows in very different industries and from our own experience of exhibiting recently at the leading trade show in the South West. Without exception the one word that continually crops up when discussing the performance of these various exhibitions is “disappointing”.

When you think about it, in a world with limited time and available information, the role that B2B exhibitions have traditionally played is to facilitate a simple and easy way for customers to find new suppliers and for suppliers to showcase their wares. Well the Internet now does this with brass knobs on and you don’t have to take a day or days out of the office to do it. Anybody with a web browser can find more suppliers for most products or services than they can possible need and any company can now build a website to promote themselves to whole world. The only obvious benefits left for a trade show is that you can ‘touch and feel’ the product and that you can ‘network’ with the industry.

On its own I do not believe that this is enough for many people which is probably why trade show attendances appear to generally falling from year to year. I do believe that B2B exhibitions have a role to play and accordingly a future if their organisers can find new and innovative ways to add value for the show for both Exhibitors and visitors. For me it is all about creating an ‘experience’ - something that you can’t get sitting in front of a computer. It needs to go right through from the quality of the catering to thinking about what exhibitors and visitors want in the way of facilities to meet and discuss their needs in a conducive environment. It also needs to involve far more collaboration between the organisers and the exhibitors to ensure the success of the show - too often contact all but ceases once a ’sale’ has been made. We all need to make money but too often this appears to be the primary purpose of exhibition organisers rather than ensuring that their exhibitors get a return on their investment