Are limited marketing resources best spent at trade shows and congresses?, July 2009
Introduction
In today’s economic climate companies think again when it is time to decide on the next trade show or congress. What are our objectives? How do we best meet these objectives? Trade shows are increasingly costly and attendance is not always up to expectation. Depending on the company’s short term and longer term objectives we advise giving new technological solutions thought and to include them in the options at hand. Exhibiting at trade shows and congresses will remain an effective tool when used selectively. This article goes into more detail on new trends in trade shows and congresses.

Long term objectives
Congresses and exhibitions tend to support longer term objectives. They are an ideal situation to introduce your next generation technology and products to existing and new customers; to meet and grow your customer and prospect base; and to take advantage of a powerful way of interpersonal communication enabling an emotional bond with prospects.

Medical Shows
At medical shows, the focus is on education, not selling, so making it efficient and convenient for attendees to spend time on the exhibit floor can be a challenge, especially when hundreds of hours of educational programming compete for the attention of healthcare professional’s intent on earning continuing medical education (CME) credits.

Virtual shows
With costs for congresses having a consistent trend of going up and time invested to manage and man shows going up too, it makes sense to consider alternative methods and technologies.

The new concept in trade shows and exhibitions is the virtual trade show. A virtual trade show is a cross-over between a Web cast meeting and a video game. And it is the next big trend in trade shows. Although a mere 1% of all trade shows are now held online, industry experts expect that by 2015, more than 25% of trade shows will be conducted in virtual environments. That is a trend you cannot afford to ignore.
Like online meetings, a virtual trade show can be simple or breathtakingly realistic. The simplest assemble a series of pages, each one a virtual booth for an exhibitor, plus instant messaging so exhibitors and attendees can talk in real time. The more complex are complete environments like high-level video games or such online worlds as Second Life. In these, each participant controls an avatar, a virtual, digital persona. VOIP (voice over Internet protocol) can allow you to talk to attendees, and you can easily email brochures or allow attendees to download them.
Clear advantages
But why bother when face-to-face meetings are so much more satisfying and real? Because virtual trade shows offer some solid advantages. Among others:
•
 Cost efficiency
•
 Possibility to try new tactics and adjust quickly
•
 Freedom to explore new ‘markets’
•
 Engage in ‘green’ trade shows
•
 Following up on leads is greatly improved
•
 compatibility with other medical devices,
•
 Connect to the Twenty-First Century Customer

The virtual trade show may never completely replace the great exhibit halls. Face-to-face contact is just too essential for many people. However, a wise marketing professional will use this exciting new technology to reach out to customers. It is one more tool in your arsenal, and you can use it effectively to improve your company’s and product’s performance.

Seven key do’s to prevent you from making those deadly exhibition blunders.
Since exhibiting comprises so many different components and functions, it’s no wonder that we make blunders trying to remember everything that needs doing. However, some are more lethal than others and as such should be avoided at all costs. When sticking to the following seven key advices, this will greatly increase your chances for a successful and tradeshow, without unnecessary dramas. This applies to physical trade shows and exhibitions and with slight different nuances also to virtual trade shows.
1
 Set a proper exhibit marketing plan
2
 Set quantifiable exhibiting goals
3
 Use your booth to create brand awareness
4
 Give your visitors an incentive to come and visit the booth
5
 Make sure your giveaways work
6
 Do realise your people are your ambassadors
7
 Prepare a proper follow-up plan

Allocate your resources wisely and do generate the maximum effect!

MedSupport Europe, July 2009