"CeBIT is clearly a show in decline," believes Ben Wood, analyst at Gartner.
With more that 6,000 exhibitors, the world's largest hi-tech trade show opens today in Hannover, Germany. It expects to receive around 500,000 visitors over the next week, but to many industry watchers it's apparent that the some of the biggest names are spending less on the event. Mobile giant Nokia has commented that it's hard to justify a big presence and there is speculation that Motorola may save the launch of its new ROKR handset - widely expected to be the first to carry Apple's iTunes music software - for CTIA, a wireless show in New Orleans next week.
It's not only CeBIT that's suffering. Globally, this is an industry in decline, with attendance falling almost everywhere. Some blame the bursting of the dot.com bubble, 9/11 and general sluggishness of the wider economy. It's hard to argue with these things, but you only have to talk to exhibitors and those staying away to know that attitudes have changed. It seems unlikely we'll see numbers flocking back to match the heady levels of the late 90's.
So, whether you attend or not, less people are going to see your stuff and hear your ideas. However, does this mean that you should write off trade shows altogether? Those who do make the effort to attend are often looking for more than delegates did in the past. They are more likely to be the key decision makers you're after. So, though you may get less traffic it doesn't really matter if you get to meet the people you want. The trade show is your market in miniature - prospects, suppliers, competitors and the media - all are there. Be choosy about which shows to attend, but don't make the mistake of ignoring those that matter.
Here's my advice:
Check out your audience. If you're going to invest in a booth, make sure it works for its money. Take the time to properly understand your target audience and assess their likelihood of attending. This needn't be difficult - some quick calls to a few contacts and amiable prospects should tell you what you need to know. If they are going, ask what they're looking to gain from the event, then build this into your strategy.
Get a strategy. You do have a strategy, don't you? Think: what are your objectives, what are your tactics, how will you gauge success? If use use a marketing consultancy, seek out their advice on what you should be doing. It's what they're paid for after all!
Grab publicity opportunities. Show organisers offer a wide range of services to exhibitors, such as new product announcements and guest opinion pieces for the trade show magazine. This requires advance planning, but the payback is worth the effort. Unless you're a global giant, launching a new product at a trade will be a waste of time. With fewer media attending, and staying for shorter periods of time, it can be difficult to capture enough attention to make a press conference worthwhile. Instead, your product launch should take place several months before the show. This allows time for editors to put the news into show issues, which are sent out just prior to the event and gain extra distribution. Also, more prospects will visit your booth if they read that there's something worth seeing. And the busier your stand looks, the more people it will attract.
Plan some at-show activities. Have your PR people liaise with journalists in advance to line up some at-booth interviews, or maybe over lunch if you need a quieter spot and more time. Editorial roundtables - co-hosted by your company and the editor of a top-tier publication - can also be worthwhile. Invite a small selection of those attending who fit your target audience to discuss a topic relevant to your business. The resulting coverage will help to reinforce your messages after the show has passed.
Take care of the press. Events are still a major source of new information for journalists, so make sure they're catered for. "I realise the booth is for the attendees and potential customers, not editors from trade publications," says Chuck Bates, associate editor at American Machinist. "As long as they present information to me in a simple and straightforward manner, I'm happy. Press kits with useful information that I can take with me are a must and having a marketing or PR specialist on hand enhances the chances of getting a company's valuable information out to prospective customers via the press."
Follow-up is vital. Your PR team or agency should be prompt in calling up journalists who attended to check they have all they need. This is the opportunity to offer more detailed information, additional case studies or a by-lined article. Even more importantly is getting in touch with those prospects who came by the stand. Make the call, then offer to go and meet them again. Nothing beats face-to-face.
Keep these things in mind, put in some effort, and unless the show turns out to be a dud, you'll have made the most of your investment.
