Trade shows: Still an option in today's economy?

SubscriberMail, LLC, is a 21st Century business: The Lisle company, which a year ago cracked Inc. magazine's list of fastest growing privately held businesses, manages e-mail marketing initiatives for such clients as the Bulls, Blackhawks, Xerox and the American Marketing Association.

In comparison, trade shows smack of old-time excesses - a boondoggle for directors and senior management.

Why, then, does SubscriberMail exhibit at trade shows? Getting there is costly. Booths are expensive. Founder and CEO Jordan Ayan is a savvy e-mail marketer.

"There's a point in time when you need to meet face-to-face" with prospective clients, Ayan explains. "The challenge is that trade shows are a really big investment, but you've got to do something to get your name out there. Trade shows are a very important part of growing a business."

Besides, says Ken Buckman, trade shows have changed. "Trade shows have become an actual business, not just a free vacation for management, and spouses and kids," says Buckman, CEO of Tradetec Skyline Chicago, a Lombard booth and trade show services provider.

The trade show industry was one of those that ground to a halt in late 2001. Attendance, Buckman says, still is below the totals of the late 1990s. The difference today is that attendees are more likely to be decision makers.

Still, there's the cost factor. Depending on the size of your booth and travel, figure you'll spend $30,000 and up to exhibit at a trade show.

"It's a tough decision because of the upfront costs," Ayan acknowledges. "You have to look professional. No card tables. Well-produced literature. Your sales people must look sharp."

Ayan knows the excesses. He has paid "$400 to vacuum a 10x10 rug every day (and) $32 to replace the fish bowl we forgot." Regardless, SubscriberMail is on plan to exhibit at "four to five shows" over the next 12 months.

Assuming you're at least intrigued by Ayan's assertion that trade shows offer an important face-to-face opportunity, it's helpful to know how he chooses shows:

• If Ayan doesn't know a show well enough, "I call others in our industry," he says. "'We're thinking about the XYZ show. What do you know? Is it a good place to meet people?' At some shows, the real activity is off the show floor, and you might not want a booth."

• Ayan looks for shows that "really draw the decision-makers," something he assesses by looking at the types of sessions the show offers, and the names and qualifications of the speakers.

• He looks at sponsors, too. "A successful show will have a large number of sponsors," Ayan says.

• SubscriberMail grabs non-exhibit opportunities as well. "I do a lot of speaking," Ayan says. The fact that Ayan is on the program creates both visibility and credibility for SubscriberMail - and is less costly than exhibiting.

Questions, comments to Jim Kendall, JKendall@121MarketingResources.com.

© 2008 121 Marketing Resources Inc.