We’re busy making final preparations for two big trade shows this month involving our clients. It’s exciting, because trade shows still offer a great marketing stage for manufacturing and other B2B companies.
However, advancements of the Digital Age present new opportunities to connect directly with customers at a fraction of the cost. It’s now more affordable than ever to drive the necessary publicity to host your own successful event.
Open houses, road shows and other self-styled exhibitions have distinct advantages:
- Focus – Without the distractions, noise and competition of a typical trade show, you have the captive attention of your guests.
- Depth – As the exclusive presenter, you have the floor, allowing for detailed presentations tailored to specific needs, rather than a quick, condensed overview at a trade show booth.
- Diversity – Your company likely serves more than one market. Your event can appeal to all your customers – demonstrating the full array of products, services and expertise you offer.
For example, these events typically target a certain geographical area, making local newspapers a critical communication channel. To gain national attention, many companies have taken their shows on the road. Consider the classic Oscar Mayer Wienermobile. Or General Electric Co.’s mobile truck, a great success when it launched the company’s new FlexEfficiency 60 power generation technology.
With the right preparation and publicity, starring in your own show can be a cost-effective and powerful way to interact with customers face-to-face and deliver an unforgettable brand experience.