An emerging opportunity in trade show and event marketing

Trade shows, conferences and other events have long provided companies with great marketing opportunities as these activities and venues put exhibitors in face-to-face direct contact with customers and prospects. Savvy marketers optimize their efforts and their ROI at these events by going beyond the event basics and creating ways to truly and effectively engage target attendees, gaining new or enhanced connections. The biggest challenge is typically making the right contacts and connections with the right prospects in the attendee audience, and being able to have a significantly meaningful conversation that is beneficial to both.

An emerging concept in this arena is the development of smaller, narrower events that tightly focuses the content, focus and audience, and limits the total number of attendees – both visitors and exhibitors – to enhance the quality of the event in terms of more and better direct contact for all. These shows have a smaller footprint but with a much more specialized event focus. Exhibitors are few and can be required to be a sponsor but gain the benefit of not having to compete against a show full of competitors and non-competitors, all vying for attention of the flock of attendees, and getting direct contact access to all or nearly all attendees.  The sessions at these events can include small group informational presentations and one-to-one meetings where exhibitors and attendees are paired up by shared interests and desired offerings.  Attendees are prequalified for focus, responsibility and established budgets for purchase of the solutions, products and services that are the subject of the event. These attendees benefit from not having to wade through a huge venue, ferret out the best and desired resources, and waste time getting a standard sales pitch rather than a valuable conversation and focused presentation.

Our client Lauren Innovations had solid success at the recently held One 2 One Security Summit by ISC, where they developed connections with a large number of key target  and pre-qualified prospects for their critical information system. We further helped them leverage their attendance with the addition of a keynote speaking presentation at the event. They found great value in this event and venue.

There will always be a place for the large shows, given the global marketplace and the value that those shows provide.  For some marketers however, the evolution of this smaller type of event offers greater win-win potential for all concerned – the attendees, exhibitors and the event provider as well.