Tag Archives: trade shows

TRADE SHOW RULES OF ENGAGEMENT


  • RULE #1: Avoid Being Blackmailed. Trade show organizers often try to sell pricey booth space by raising the specter that your customers will think you’re going out of business if you don’t show up. Ignore them and decide to attend only if you think it’s useful or cost-effective.  If you’re worried about customers thinking you’re in trouble, rent a suite in a nearby hotel, and hold a big party.  It will cost about 1/10th as much and have more impact anyway.
  • RULE #2: Ignore Marketing’s “We Gotta Be There.”Marketeers love ALL trade show because they can run up the expense account and network (i.e. job seek and/or sleep with) with other marketeers. Nothing wrong with that, but it might not be the best way to spend your marketing dollars.
  • RULE #3: Don’t Expect Many Good Leads. Most trade shows are fairly worthless when it comes to generating sales leads, because the bulk of the attendees are either other vendors, the customers of those vendors, or your current customers.  Usually the actual sales leads are pretty slim pickings.
  • RULE #4: Expect to Pay a LOT Per Lead. It’s not at all unusual to pay as much as $100,000 to attend a big trade show booth, and come out of the trade show with around less than a hundred usable leads. And some of them, of course, won’t convert.  Run the numbers and make sure that it’s worth the effort.
  • RULE #5: Use the Show To Reward Your Customers. The main point of being at a big trade show is to schmooze your current customer base and make them feel special. You get a lot of face-to-face time that can strengthen your relationships.  That’s got value and can be strategic, so it may be worth it go, even if you don’t expect to get a lot of leads.
  • RULE #6: Spend Some Time Doing Competitive Research.Trade shows are an excellent way to find out what the competition is releasing in the future, who they’re positioning it, and how they’re approaching their customer base.  Don’t waste the opportunity.  Hint: Have a debriefing after the show to discuss what everyone learned.
Advertisements

In 2010, Ford globally will deliver five times more new or freshened product than even 2009

Ford Reveals Biggest, Most Experiential Display at 2010 North American International Auto Show

At NAIAS, Ford Motor Company will display 60 new Ford cars and trucks and 21 new Lincoln and Mercury vehicles. A new powertrain display includes two assembly-line robots from the Cleveland Engine Plant, named Eco and Boost, where the company’s new EcoBoost engines are built.
Ford’s entire new car portfolio will be on display inside the floor’s Blue Oval – everything from the new Ford Fiesta to the company’s flagship sedan, the Ford Taurus.
Visitors to the Fiesta area can take a break and play Foosball on one of the world’s largest Foosball tables, Twitter their reactions to Fiesta, and learn about the 15 class-leading exclusive features that put Fiesta head and shoulders above competitors in the B segment. A Taurus SHO in-car theater will take visitors for a ride through both the tame and wild sides of Taurus SHO.
Taking center stage in the Ford display will be the next-generation Ford Focus, where visitors can learn about the agility and precision of Focus’s driving dynamics by playing the Control Blade Challenge, which is like a Wii game. Touch-screen digital displays explain Focus technologies and allow visitors to integrate their pictures into a virtual world and e-mail it to themselves. There also will be special zones for Ford crossovers and trucks and specially built areas for the Ford Mustang, Taurus, Fiesta, Fusion, Transit Connect and Super Duty.
The latest entry in the Lincoln lineup – the 2011 MKX – will launch at NAIAS, too. Lincoln will present an attention-getting cutaway of the vehicle to demonstrate the class-leading technology, safety and luxury features, including the industry exclusive MyLincoln Touch™.
To demonstrate this advanced feature, a one-of-a-kind 16 x 3-foot interactive table will take visitors on a journey through Lincoln’s thoughtful, purposeful technology; with the new MyLincoln Touch seamlessly integrated into the experience.
“The Ford auto show display is proof that Ford is launching more product than any other manufacturer,” said Farley. “In 2010, Ford globally will deliver five times more new or freshened product than even 2009, bringing to market an unprecedented volume of new products people want – with class-leading fuel economy, quality, safety and technology.”
Ford unveils new line of nine engines, six transmissions