Tradeshows Don’t Have to Suck
Something has be weighing on me the past few weeks. Like a knot in the stomach. I’ve been afraid to either admit it, or say it out loud, but a recent post by Dave Lutz at TSNN has given me the strength to come out with it.
Tradeshows kinda Suck.
Yesterday, I was re-reading HubSpot’s Social Media & Business Marketing eBook, and I came across something that startled me.
Ouch. Sandwiched between Telemarketing and Direct Mail in the pit of Interruption based marketing. Is this truly how marketers view tradeshows?
I’m realizing, it’s a broken system we’re in. I’ve been afraid to say it, but if the industry is to survive, this image needs to change. I have increasing conversations with exhibitors that reflect these flaws. I’ve heard this one over and over, “We’re only exhibiting at this show because our competitors are.” Really? Have we watered down and stripped the value of tradeshows so much to the point that the vision of tradeshows, being exposed to hundreds, if not thousands of qualified customers and prospects, has become a mirage to exhibitors? What happens when someone takes a stand and refuses to exhibit? Take the competitor out of the equation, and chances are you’ve lost this exhibitor as well. Let the dominos fall.
The value is fading.
Though I try, I can’t get past the idea that tradeshows are viewed as Interruption based marketing. We’re in the middle of a major shift in which Permission based marketing and advertising is dominating our culture.
Most of us have viewed the famous “Did you Know” video series, which supports this shift away from traditional marketing:
- In 2009, traditional advertising saw a steep decline:
- Newspaper: -18.7%
- TV: -10.1%
- Radio: -11.7%
- Magazine: -14.8%
While none of these numbers may be directly reflecting of tradeshow industry, the fact is traditional marketing is dying. Stack that up against statistics that show a 2.9% decrease in March, 1.4% decrease in April and 4.0% decrease in May for meeting and convention totals, it makes me believe the proverbial elephant has just entered to room…with friends.
We have a problem.
Regardless, I firmly believe there is an unending value in face to face meetings. A value that can’t be replaced by technology but instead is rooted in our humanistic need for that handshake or look in the eye that helps establish the trust we need to develop and sustain business. I don’t believe the current trends and views on tradeshows are because of a flawed vision for the industry, I believe it’s simply failed execution and lacking adaptation.
The good news is that I believe tradeshow CAN be permission based. Tools like Social Media, videos, blogging and community building are PERFECT for tradeshows. Relationships can now be formed before an event and sustained infinitely beyond it. Instead of being that guy, who looks like a lost puppy dog, waiting for attendees to clammer over his newest product brochure, we can develop networks and communities that support a field of business and use tradeshows and face to face environments simply to extend beyond it. To deepen and solidify those relationships.
Whatever the strategy, another thing needs to change: Universal value. If organizers are the only ones benefitting from tradeshows, why bother? How much long can we leave exhibitors, attendees and sponsors in the dark and expect them to put up with it? A four-sided partnership needs to be developed between these parties and structured to ensure benefit to all. Without one of these “gears” in the machine, the entire thing ceases to work.
Lara McCulloch recently illustrated how the events industry, as a whole, is shifting. She states, “The events industry is changing and our silos are breaking down.” Conference planners, meeting speakers, tradeshow vendors, are slowly being woven together in a world that is shrinking with tools like Social Media. This gives us the power to collectively adapt and make the changes necessary to better our industry. The question is – Are we ready for the task?
Stand together, or die alone.
Wow, Eric. You have brilliantly identified the elephant in the room regarding tradeshows.
For me, it was very telling when HubSpot announced very publicly that they will no longer be exhibiting at tradeshows. While I think their reasoning made some sense, I’m not so sure I agree with the designation of tradeshows as “interruption” marketing. After all, isn’t the very fact that someone has purchased a ticket and traveled to your tradeshow site giving you permission to market to them? Tradeshows seem much more like inbound marketing to me.
But I agree, there have been some very persistent signs out there that tradeshows need to innovate to keep up with these rapidly changing times. You are right. Tradeshows need to begin developing networks and communities and increase the value for exhibitors, attendees and sponsors. I hope a lot of people read this post.
Wow dude, exceptional post! plus thanks for the mention!!
I really like how you’ve synthesized this into the interruption vs. permission based marketing categories. There is no doubt that this is the direction that buyers are evolving. The question is, will organizers and exhibitors go that way too?
Since we all live and die by the buyer’s preferences, we have to shift from “push” to “pull” sales and marketing strategies. That means no more selling buyers names for pre-show promotion unless they opt in. That means not blasting the heck out of them with email promotions, sales calls, etc. just because they let you swipe your badge.
There is absolutely no reason why tradeshows shouldn’t evolve to permission based. I say…let the buyer buy the way they want to buy. It’s up to each of us to understand their preferences and not piss them off by shoving stuff down their throats.
We need more posts and conversations like this! We’re on a mission to stay relevant. I ain’t ready to retire or go virtual. You?
I totally agree with Jenise, tradeshows ARE permission based. How could they be otherwise? It takes effort, opting in effort, to either exhibit or attend. So I fail to see how it is interruption marketing.
No, wait, I know how tradeshows are interruption marketing. It’s the lame tradeshow exhibitors who sit in their booths, texting and talking on their cell phones, eating, lunch, etc. Those pesky show visitors just keep interrupting them.
Plus, as trendwatching.com noted, there is a trend towards “Mass Mingling,” where people who meet online want to meet in real life. Tradeshows provide the venue for that to happen.
Thanks for standing up for the tradeshow industry!
Eric,
This was a fantastic post. Well done my friend.
I can’t get past the feeling I get at a tradeshow that I am a piece of meat on display for everyone (exhibitors) to stalk, even though there is not a shred of possibility I will do business with most of them. This has been my frustration with the traditional tradeshow setup for a long time. To me, they are mostly a waste of time.
It doesn’t have to be that way. If show organizers would put some innovative thought into how they configure these events they could become quite valuable. For example the “InZone” concept that was unveiled at TS2, which was terrific.
Why not have an appointment system based upon meaningful contacts pre-event? I have seen a version of that model used before and it was quite beneficial as the right buyers are connecting with the right sellers in that context.
Thanks for putting together this thought provoking and courageous article Eric!
Mike
Great post as always Eric…very thoughtful and thorough.
I take the HubSpot position with a grain of salt. Their products and services are a marketing tool. As do many tool providers, they like to leverage their products/services as better than all the other tools out there. But instead of talking about complete integration of all the tools available and using what is appropriate for the circumstances…they pitch an all or nothing model. It would be the same as you saying the only thing you need to do to market your business is build a booth and go to trade shows…don’t spend you marketing budget on anything else. That would be, simply, bad marketing practice.
I have yet to see someone pushed through those trade shows doors against their will. I have never seen anyone dragged kicking and screaming into a booth (aside from a staffer or two). Trade show marketing (done right) is not push marketing. It is not an interruption. It is a conversation. It is social.
Way to tackle to tough topics well Eric!
PS. Could you increase the font just a tiny bit on your posts…those of us over 40 have extra challenges these days…
Super post Eric! As someone who is a conference designer, meeting speaker, and occasional tradeshow vendor, I am living proof that these formerly separate worlds are becoming “woven together” as you eloquently describe it.
To be successful as this merging occurs, it’s vital to foster win-win scenarios. Instead of a strategy of hoping to grab people off the tradeshow floor and market to them, we need to build relationships with potential buyers well before the show so they want to seek us out there and meet with us face to face.
There’s no reason why we can’t use inbound marketing tools like blogging and social media to build these relationships, so that the event becomes a time to look forward to “talking to that interesting guy Adrian Segar” rather than avoiding eye contact as you hurry past my booth.
The vendor who is not using social media, but continues to rely on a fancy booth with gimmicks to connect with prospective customers is indeed an outbound marketer, missing out on what’s possible in today’s world.
Perhaps I’m aware of this issue particularly keenly since I’ve only recently “officially” become a part of the events industry, though I’ve been organizing and facilitating conferences in my spare time for thirty years. Yet in the ten months since my book was published I’ve connected with many amazing events professionals via social media, and am eager to meet them at the next couple of regional EventCamps. As you point out, these connections make it much easier to “deepen and solidify those relationships” when I meet my online buddies face to face.
One final comment, Eric. You conclude with the phrase “Stand together, or die alone.” In fact, I think there’s enough competition amongst vendors in the events industry that, everything else being equal, the companies that “get” the value of building relationships via social media long before any potential sale, thus setting the conditions for permission based marketing, will be the ones that survive & prosper, while the folks who continue with a business as usual philosophy will see their sales shrink and their livelihood compromised.
I think that at the end of the shoot out, only those who ‘get’ social media will still be standing.
Brave post Eric. I love a post that gets real conversations started. Not easy to write them, but worth while for all.
I’m going to agree with everyone to some extent. My first instinct was to jump in and say no it’s totally permission based. You opt in to a tradeshow when you register, you clearly indicate you want to participate. ‘Participate’ is the key word. You are purchasing a ticket to engage not be attacked with information and pitches and made to feel as Michael said “like a piece of meat on display”.
The interruptions usually begin as soon as you opt in and continue well past the close of the show. As you said it’s a matter of “failed execution and lacking adaptation”. The industry as a whole will need to get with the program. Todays attendee is looking to opt in to a network in order to share, discuss and collaborate. Tradeshows need to take an example from the Social Media play book. New innovative ways will have to be implemented. If not the attendee is likely to push the unfollow button.
Thanks for a great post.
Good article, I don’t know if trade show’s belong on the outbound marketing. Nobody or company is forced to attend a trade show, and it is in a business atmosphere unlike the rest in that column. Direct mail, telemarketing, email blasts, print ads, and tv all interrupt you in your personal time. Trade shows is the only one that people come to, so I guess Hubspot didn’t think this one through. Am I not right?
I have a few points to add. First, it is not permission-based. Most tradeshows attract audiences for content, not vendors. Spend one trade show where the booths remain empty because the people aren’t walking the exhibit floor you’ll agree with me. I have had that happen… no joke!
Secondly, in my b-to-b space, the associations that organize the events are part of the issue. They limit how creative vendors can get to protect their traditional streams of revenue that they rely on from sponsorships and traditional booth spaces.
I’m one of those ones that looks at my budget every year and says, “what have I gotten from this money I spent?” My salespeople tell me “we have to be there…our competitors are there,” or “people will wonder why we aren’t there.” I’m left with the thought, “well, if they are wondering, we’re probably getting more mind share than if we are there.” My common sense says, “Why go where you stand among a crowd of clutter and have little play on how to engage with your customers and prospects?”
I think it comes down to expectations. Are they really lead generating events? Should you expect to come back with real leads? Are they more of community event than anything? Should they be an extension of inbound marketing efforts? My experience tells me they are. However, my associations are insisting I spend thousands to go the traditional route to be part of the group.
What’s a marketer to do?
With that said, I agree. Something needs to change. Continuing on the path of tradition, isn’t the answer to ROI. My industry is not what you’d call “hi-tech,” so it may be behind the times, but the reality of my trade show experiences seems to be right in line with the trend you present.