After two years of most major events being virtual, we finally see a spike in in-person events. 2022 is shaping up to have most trade shows and conferences in person and almost back to normal. The value of face-to-face meetings has certainly not diminished, and you could argue they have actually become even more effective. Attending trade shows can be a significant investment and take up a large percentage of your marketing budget. Detailed preparations are necessary to show a return on your investment. Here are a few areas you should focus your efforts on when attending industry events.
With so many ways to reach out and communicate in 2019, we often forget the powerful impact that our ability to speak publicly and in front of large groups can leave. Focusing on some key aspects of the skill can be the best way to improve yours. I would characterize a successful speech around five points; clarity, posture, grammar, vocabulary, and eye contact. The very first businesses and marketers wouldn't have had a studio or a Twitter account; it would have begun with rhetorical skill. The ability to motivate, inspire, and persuade another person to believe in you or your idea in person is perhaps the most important skill for building a successful message, relationship, or business.
Trade shows can provide significant ROI for B2B organizations provided you have adequately prepared. Monitors, display items, lead capture strategies, business cards, and company information are all necessary elements for a successful show, but this article is all about the swag. Giveaways not only help to draw people to your booth, but they can also nurture prospects if they are usable items that bear your company brand. The idea here is to provide value, whether it is educational or entertaining while keeping your company name in front of your prospects.