The strange case of the trade fair..
Posted: Tue Dec 03, 2024 6:12 am
If I were to say to one of our clients... <listen>, I'll make you spend 90% less than what you would need to spend to run a good SEM campaign, but the ad that appears is on page 38 of Google... I would probably be (rightly) sworn at, well, I don't understand why we don't show this common sense when we approach the infamous "Sector Fair"...
I don't understand why a company would spend 50K to participate in a trade fair, have a tiny stand of a few square meters, next to competitors who perhaps also have the possibility of "overspending" it, that is, taking a stand 10 times bigger.
I do not dispute the fact that "technically" participating in a fair can be part of a good marketing strategy, but if we decide to participate we must have the possibility of being if not the largest, among the nigeria whatsapp number data 5 million largest in terms of stand, otherwise, simply, as for the campaign with an ad on page 38 of Google, we do not exist!
In fact, we show potential customers (assuming there are people who are truly in Target for us) that we are one of the many companies on the market but with... -50K in the Current Account!
PS. Not to mention the fact that while walking through any fair, among the amazing pavilions, you notice that:
Participants are on their smartphones
Whoever exhibits is on the smartphone
Whoever serves us the “frozen” sandwich, with one hand is on the Smartphone
We ourselves find ourselves staring boredly at our smartphone screens after a few minutes.
.. where maybe one of our competitors is doing Digital Marketing on potential customers present at the fair... absurd, isn't it?!
Since the most recurring phrase is very often… we don't have BDG for Marketing, I find it much wiser to invest that BDG in activities of:
DIRECT RESPONSE DIGITAL MARKETING
that is, “Communicating our “differentiating idea” to a target audience with a specific problem to solve”
Measurable , high impact on the growth of our business, spending probably 1/10 compared to the appearance at the fair!
Of course, we won't be able to say "we've been to Berlin..." but maybe we will have activated an important "engine" of growth for our company...
So next time you wonder whether or not you have any Bdg for other marketing activities, ask yourself if that infamous “trade show” is really that necessary.
With this short reflection out loud, I hope I have been useful for you as a starting point for reflection on future marketing choices for your business!
If you want to nominate your B2B company to be followed by our team of professionals you can do so by clicking here:
I don't understand why a company would spend 50K to participate in a trade fair, have a tiny stand of a few square meters, next to competitors who perhaps also have the possibility of "overspending" it, that is, taking a stand 10 times bigger.
I do not dispute the fact that "technically" participating in a fair can be part of a good marketing strategy, but if we decide to participate we must have the possibility of being if not the largest, among the nigeria whatsapp number data 5 million largest in terms of stand, otherwise, simply, as for the campaign with an ad on page 38 of Google, we do not exist!
In fact, we show potential customers (assuming there are people who are truly in Target for us) that we are one of the many companies on the market but with... -50K in the Current Account!
PS. Not to mention the fact that while walking through any fair, among the amazing pavilions, you notice that:
Participants are on their smartphones
Whoever exhibits is on the smartphone
Whoever serves us the “frozen” sandwich, with one hand is on the Smartphone
We ourselves find ourselves staring boredly at our smartphone screens after a few minutes.
.. where maybe one of our competitors is doing Digital Marketing on potential customers present at the fair... absurd, isn't it?!
Since the most recurring phrase is very often… we don't have BDG for Marketing, I find it much wiser to invest that BDG in activities of:
DIRECT RESPONSE DIGITAL MARKETING
that is, “Communicating our “differentiating idea” to a target audience with a specific problem to solve”
Measurable , high impact on the growth of our business, spending probably 1/10 compared to the appearance at the fair!
Of course, we won't be able to say "we've been to Berlin..." but maybe we will have activated an important "engine" of growth for our company...
So next time you wonder whether or not you have any Bdg for other marketing activities, ask yourself if that infamous “trade show” is really that necessary.
With this short reflection out loud, I hope I have been useful for you as a starting point for reflection on future marketing choices for your business!
If you want to nominate your B2B company to be followed by our team of professionals you can do so by clicking here: