The value of a trade show
Shelley Plomske and Tom Reichart pose for a photo at RSPA's 2009 RetailNOW Expo
What is the value of a trade show? We think it’s all relative to your goals for the show. Whether you want to stay abreast of the latest trends and developments in your industry, connect with prospects, influence decision makers, increase your visibility, or generate new leads, trade shows can be a one-stop marketing tactic that drives new business.
“Your industry trade show is by far the best vehicle to get the latest feedback, disseminate the most current information, and stimulate ideas that will help you to help your company move in the right direction,” wrote Christine Corelli in a recent RSPA Connect article. “With these new ideas, you will be better equipped to make educated decisions on moving your retail business forward.”
We agree. That’s why we make trade show participation part of our business plan. As with every marketing strategy, the decision to participate in a trade show should be based on your own business data, goals and objectives. When a trade show aligns with your company’s business plan, you can make a case for return on investment. You can also think more creatively about how to get the most from a trade show by aligning with business partners with mutual business interests.
Mercury attends numerous shows each year in support of our business partners. We’ve been able to help them maximize the bang for their buck by helping them promote their presence at the show and provide supporting marketing collateral.
“I really appreciated Mercury’s help with last year’s Pizza Expo,” said Linus Le of Red River POS. “They provided all the printed materials we handed out to attendees. We made some great sales from that show. Mercury’s partnership brings more value to our products.” Thanks, Linus. We were happy to help.
Speaking of the Pizza Expo, we’ll be exhibiting this year. Booth #414. Also on our calendar is the Healthcare Information and Management Systems Society Show (HIMSS) March 1-4. Our healthcare expert, Steve Hicks, will be there to learn more about POS and payment processing opportunities in healthcare and connect with dealers who share his interest.
If you’re attending either of these shows, stop by to say hello. What other shows are you attending this year? How can we help?