Industry Trends & Advice to Double Your Show Results
by Jim Cermak
Welcome to TSU. This is going to be a different kind of episode, but we are at different times right now!
I’m going to give you a quick update on what is happening out there in the Trade Show and Live Event industry, share some comments from one of the industry leaders, and then give you some words to help fuel your results.
If you’ve been listening to some of my episodes over the past few months, you know I am a big proponent of getting back to live events. I’m also a big proponent of getting results! I understand that right now for the vast majority, virtual is where it's at. That’s why I have been featuring tips and techniques for getting better results from your virtual events. And I’ll continue to be doing that and featuring new platforms and initiatives in the upcoming months.
However, I want to point out once again how critical it is to get back to live events. There are so many jobs affected and so much economic impact not gained whenever a live event is canceled.
It starts with the event venues and their staff, the marketing and planning companies, the printing and display companies, everyone involved in travel – including airlines, rental cars, Uber and taxis, hotels, parking, restaurants, catering, and the list goes on and on. Not to mention all the tax benefits an influx of cash does for the host cities.
Back in Episode 41, I had 3 leaders of the Go Live Together initiative including the CEO of IAEE, CEO of CEIR (Center for Exhibition and Industry Research), and Sr. VP of Strategy for Freeman. They talked about the over $1 Trillion impact live shows and events have on the world economy. $1 Trillion! Think about that number. And over 1 million jobs were affected.
So virtual is great, and it’s getting more effective. And you gotta take advantage of every opportunity that comes your way. But it’s never going to completely replace the opportunities and impact of live events!
Here’s the kicker – and it was brought up in the Go Live Together episode. Think about those serendipitous opportunities – those chance encounters that just happen. Someone you sat next to at lunch or at a workshop or wherever. Those simply don’t happen virtually.
And how about the small company you never heard of that lands a huge account because they were at the show and did something to grab the attention of an attendee. Or the huge account was that person they sat next to at lunch! All these opportunities pretty much disappear.
Health and safety are the main hurdles right now. Show organizers around the world, and organizations like Go Live Together, are working with each other and with government, leaders to make these venues and events as safe as possible so we can get people working again, get that $1 Trillion back into the economy, and get the opportunities back for everyone.
In a research study just done recently by Enigma Research and Exhibitor Magazine, they state that 89% of people who have traveled to a live event in the past 2 years would travel to another event in the future. So the desire is there!
I encourage you to go back and check out Episode 41 on Go Live Together – such an important episode! And if you are doing Virtual trade shows, I have several episodes with tips and tricks to get the most out of these events.
Before we go on to the next topic, let’s talk about something that plagues so many exhibitors out there – and that is having results that underperform and are underwhelming. Do you know the #1 reason companies underperform at shows?
The #1 Reason why companies don’t get the results they want from these events is that they don’t set good solid GOALS!
I’m here to help IMPROVE YOUR RESULTS! 👈
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I want to take a couple of minutes to talk about mindset. Right now is the weirdest, most uncertain time in our history. I talk to companies all the time that are saying they have decided to not do any shows of any type for the rest of 2020, and maybe even 2021.
They are looking at the short-term savings from travel, booth space, shipping the booth, and all the other costs that are part of trade shows. They compare these savings and see what their shows did in the past and say, maybe we’ll not do shows anymore.
Don’t make this mistake. There are so many positives and intangibles for just being at a show. Things like branding,
And listen when I tell you this – and I want to be crystal clear so please listen. If you are not getting the results from shows that you need or expect, then it’s probably not the fault of the show. You need to make changes. Period.
You have to have a plan of attack for these shows. You need your entire team on the same page, and everyone has to be there with goals in mind ready to perform. Ready to make connections. Ready to crush your goals.
I have helped companies double their results from show to show – and it's not rocket science. Just takes some planning, strategy, and training. Heck, I even had a listener say they got a 250% increase in leads just from listening to the podcast! That even blew me away!
So just listen to past episodes for all the tips, info, and expert interviews. This stuff is powerful and it's free! And if you want some help getting to the next level, then reach out to me! I would love to help!
But this isn’t about me – it's about you. And your mindset. If you’re making a commitment and investment into a show – virtual, live, whatever – be all in! Make the commitment that it will be the best show you have ever done! Grab my Goal Setting Workbook at my website tradeshowu.biz and work it!!
You got this. You deserve it, and your company deserves it! You invest too much time, money, energy, and resources to not have it pay off huge! So make the commitment!
Are you with me? If I didn’t lose you and you’re nodding your head right now, way to go! Let’s do this!
Thanks so much for listening. If you like this, I would so appreciate you leaving a review! I love reading those! And also subscribe so you don’t miss any episodes!
About the author, Jim Jim Cermak has over 25 years of marketing, consulting, and training experience, and has planned and worked hundreds of Trade Shows. He gets a little overly excited about Trade Shows, and puts that passion into helping companies get better results!