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Tips & Tricks

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Why trade shows are still an important marketing tool: Reason 5 – BUSINESS NETWORKING

You probably still remember your very first steps into the world of business networking. I will certainly never forget my first solo business trip abroad, when completely green I was sent to the legendary IAPCO training in Wolfsburg. Being the only participant from Slovenia, I had no choice other than to go about actively networking. The connections I made with some of the participants have remained until today – contacts such as these are invaluable.

Why trade shows are still an important marketing tool: Reason 4 – YEAR ROUND PROMOTION OF PARTNERS

From the yesteryear of my career the classic meetings industry marketing tools still linger in the memory, most of them being the various providers’ catalogues and usually prepared by publishers, associations or a destination. The annual catalogue of the ICCA members was sought-after and a main reference point, with expensive and slow distribution through direct mail the dominant mode of communication.

Thinking about it from today’s perspective, their use value was at about the level of a phone book and the time dimension irrelevant compared to the present.

Why trade shows are still an important marketing tool: Reason 3 – NO HIDDEN COSTS

One of the most irritating experiences at events is hidden costs that organisers fail to highlight until registration. In fact, registration itself can be the trigger for a deluge of sub-contractors to the main organiser to start offering everything from electrical connections to additional signage, stand decoration, insurance, freight handling, logistics, increased marketing and much more.

When you can finally make sense of it all and understand what you actually need, it often turns out that at an additional charge you will need at least the compulsory insurance,

Why trade shows are still an important marketing tool: Reason 2 – THEY SAVE YOU TIME

Have you ever wondered just how much time participation at a trade show might actually save you? Looking at the figures for what it takes to organise a typical meeting that is otherwise carried out daily at the trade show, you would be spending at least a good 60 minutes of valuable work time in getting it arranged. To achieve a similar number of meetings that you can undertake at an event, we estimate you would need about a month to get it all scheduled and arranged,

Why trade shows are still an important marketing tool: Reason 1 – THEY SAVE YOU MONEY

An enduring question of the MICE industry is whether participation in a B2B trade show has a return? With buyer data now widely available on the Internet or through social networks, one might think that just a little bit of research and work by an organising team can allow for an offer be sent off and the confirmation of it to be waited for.

Thinking like this on either side, however, would be an expensive and risky gamble,