The Problem with Tradeshows…

After reading the title of this post you are probably thinking – so there is only one problem with tradeshows?  Of course, there are a number of problems with tradeshows.  Many companies continue to have an overemphasis on tradeshows in their marketing strategy, neglecting web-based marketing activities that generate much higher returns.  Perhaps, Brian Halligan and Dharmesh Shaw put it best in their book, Inbound Marketing, stating that tradeshows at most companies are a sacred cow.  These types of conferences have to be funded because “everyone” goes to them.  Of course the “everyone” being referenced “includes competitors and job-seekers, but not potential customers.” 

Ask Questions at Tradeshows to Build Awareness

The ROI from exhibiting or sponsoring a tradeshow is increasingly being questioned by marketing and business executives. And for good reason – Compare the number of leads generated from a $50,000 tradeshow stand versus a similar investment in web-based marketing alternatives (e.g. Google Pay-Per-Click). Justifying an exhibit or sponsorship has grown even more challenging in the wake of the macro-economic recession that plagued the world throughout 2008-2009.

Give Away Umbrellas at Tradeshows in Seattle

I’m at the NACHA (National Automated Clearinghouse) Payments 2010 conference in Seattle, WA this week. When I checked-in at the registration booth I was pleasantly surprised by the free giveaway for show attendees – an umbrella. What a practical idea for a tradeshow in Seattle? And much better than the standard backpack or duffle bag that is thrown away by 95% of the show attendees.