Is it worth exhibiting at an ecommerce trade show? How can it help your ecommerce business grow? Here, we look at the benefits of trade shows.
Trade shows are a great opportunity for a business to increase brand awareness and network with potential partners. But is it really worth the investment?
To decide whether a trade show is worth the investment, you need to figure out what your objective is for attending the show and then measuring it carefully. Are you looking to launch a new line of products on your ecommerce website and get exposure? Or are you looking to generate leads?
Looking to meet new partners and build relationships? Or looking to meet key media and analysts to get publicity?
Many exhibiting companies spend a lot of money on trade shows, but do not have a concrete plan for reaching the right audience or prospects that will eventually turn into sales leads.
To achieve a decent return on investment, trade shows need to become part of your marketing programme, so that you are hitting your prospects both before and after the trade show.
Clearly identify the top leads from the trade show and pass them on to your sales team (if they weren’t present at the event), so that they can follow up quickly. Are there cheaper ways to generate leads?
Probably. But at the trade show, you have the opportunity to speak to prospects and, importantly, engage with them so they become interested in your ecommerce portal. This is much more difficult to do via other marketing channels.
One good way to ensure you get a decent return is to set up a number of meetings with prospects at the trade show. Take the opportunity to show them your ecommerce offering, products and solutions.
You can also capitalise on the media and analysts attending the trade show. They are there to meet interesting companies, so ensure you’ve worked out a strong story to tell, and then try to set up meetings in advance.
Key areas to consider:
* Who will attend the trade show? Are they purchasers of your products or just influencers?
* What is your marketing/sales strategy for the show? How can you turn visitors into customers?
* What experience will you give to visitors at your booth?
* How will you measure the trade show’s success?
Interested in attending an ecommerce trade show? Check out the Internet Retailing Expo
