I've been to a couple of events in the last two weeks and heard several similar comments at both.
"This isn't a selling show anymore."
"We're just not writing orders at this show anymore."
"Since it's not a selling show anymore, we're just focusing on image."
Let's settle this argument once and for all. There is no such thing as a "selling show," there's no such thing as an "image show," and there's no such thing as a "marketing show."
Those are blanket statements that assume (and we all know what "ass-u-me" means") every exhibitor is the same. They're not. Far from it.
At the same event, you can have a myriad of clear, measurable, and relevant objectives. For some exhibitors it could be an order-writing show. For some it could be a pure get-them-on-the-conveyor-belt, marketing show. For some it could be for research or meeting with financial analysts. For others it could be an important new product introduction (think iPhone).
I believe the purpose of business is to create and maintain long-term customer relationships. The important thing is to look at an event as a singular, unique way of following that purpose:
Do you have high market penetration already and satisfied customers? Well, satisfied customers leave all the time. Use your industry's event to showcase why their decision to buy from you was the best decision by blowing the competition away.
Are you new to a market, or still have a lot of growth ahead? Use the show to generate high quality leads for meetings after.
Do you have a product line that's conducive to writing orders. The, by all means go for it. But if your targets don't agree with your assessment, then maybe you need to be flexible in your objective.
Is the upcoming show a selling show, or a marketing show, or a brand-building show?
The answer is YES.
