Industrial Marketer
Industrial Marketer
How to Leverage Today's Manufacturing Trade Shows
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The pandemic forced a massive, two-year pause in the industrial trade show world. And while we learned that we need to do a much better job of treating our websites like an always-on exhibit, we also learned that the in-person aspect is difficult to replace. In the latest edition of the Industrial Marketer Podcast, co-hosts J
Welcome back everybody to another episode of the industrial Marketer Podcast your place for the tips, tech trends and tactics for industrials who care about driving leads and revenue to their businesses. I'm so excited to have you guys back today. I'm one of your hosts you all know me industrial marketer IRL, Joey Strawn, and I am joined as always by my favorite colleague stop and Nels the roses, Nelson Jensen, how are you today, my friends.
Nels Jensen:I will be smelling the roses. At some point today for sure. You've inspired me to get outside and
Joey Strawn:It's a beautiful we're ending summer we're wrapping up it we're getting into the season where not flowers bloom. But you know, spirits are soaring people are going back to schools, businesses are frolicking in the fields of trade shows. And so that's why today, we decided to dedicate an episode to trade shows. I mean, now, how important have trade shows been just in general, like, we don't have to dive in yet. But I mean, my goodness, trade shows what a topic right?
Nels Jensen:Oh, this is the fulcrum of manufacturing, marketing. You know, if you just think about the legacy and the history and the future. This is a this is a great topic. I'm kind of surprised. We haven't, you know, gotten into this yet. So let's,
Joey Strawn:I agree. And I actually think I know why we haven't gotten into it yet. And I think other people have to, but we'll talk about that. But yeah, this is an exciting topic. Because whether no matter where you are on the industrial marketing spectrum, if you're the marketer at the bottom level, you're getting sent to the trade shows, and you need to know why they're there. And what you need to be accomplishing. If you're at the top levels of the pyramid. And you're deciding whether or not your budget needs to be reallocated back to trade shows, this is a topic that you're thinking about. So this is something that it almost felt like got put on pause for a couple of years. But now it's back trade shows are back, you'd probably have been to a couple, heck, you may be listening to being like we'd never stopped to go and trade shows. So no matter where you fall on the spectrum, today, Nelson, I are going to dive into why trade shows matter for industrial marketers, for IT manufacturers for businesses that are in the industrial spectrum, you know, what they looked like in the past what happened to them over the past couple of years, and really what we can expect looking forward and really where our priorities need to be in this new era of trade shows, or maybe not new era of trade shows, listen and find out we're gonna dive in all of it. So.
Nels Jensen:And I would argue this is a new age of trade shows. And I think we can touch on some of the reasons why but it's like, you know, the pandemic came along, and trade shows declined. And how many articles did we read like? Well, for one thing, we've always we've talked about this, oh, this is the end of email marketing.
Joey Strawn:Email marketing is dead.
Nels Jensen:You know, trade shows will never be the force they were before we read a few of those articles too. And that's not true, either. But the it will be honest, though. My point was that, you know, actually, trade shows were sort of at the, I don't want to say the end of their product lifecycle. But they were, they were not they were not evolving as fast as they needed to is what I've read, right I can speak to is basically everything I've read is that, you know, the more that, you know, behavioral changes, buying patterns change, just the volume of research by digital savvy people, you know, was that trade shows were losing their effectiveness, prior to the pandemic, that does it. And like, like everything you have to evolve, but but let's be honest, that the pandemic certainly accelerated the evolution of trade ships.
Joey Strawn:I couldn't agree more. And I think that's really and honestly, that was my snide answer at the beginning of why we haven't talked about this. You know, we've been on the air for about two years now. And that was right in the middle of COVID-19, when all the shutdowns were happening, so it wasn't really a big topic of conversation last year or the year before. I mean, you said you felt it, I was looking into some stats just before the episode. And like there are exhibition industry studies that are showing starting in 2020. There's like a 68 to 70% decline of exhibition of the exhibition industry in totality. So that's trade shows, that's exhibition halls that's across the board. People just weren't using exhibition halls or exhibition spaces for trade shows for those because they all got canceled. They all got put on hold and if you go to Fabtech or arrow def or some of these other shows, you felt it you know, because you probably already had spaces reserved and then The shows got canceled. So
Nels Jensen:I'm surprised. Yeah, thing. I'm surprised that number actually wasn't hired to be honest with you.
Joey Strawn:I think there's, there's 30% of the population is just like workout with anyway, you know what you are not canceling our world of concrete or I think they actually did. But anyway, whatever it may be, they just dove in. And honestly, to your point, you know, trade shows were evolving. Before that we were seeing digital layers of things like, oh, be sure to scan this QR code and make sure that answer this poll or whatever. And we saw things like that before COVID-19, before the pandemic, but I'll tell you, one of the things we'll talk about in this episode is how necessary and how vital that digital layer or that digital vein is to trade shows in now. And in the future, it's not a matter of, oh, there's going to be some nifty little extras in the digital layer. Sometimes that may be all that you get. So the whole aspect of things is sort of shifting. I mean, we we are seeing that resurgence. That's what I think is encouraging though now says like, again, you know, me numbers, I was looking into some of these beforehand. And then 2021, the average for businesses to take part in national events was up again to like 6.4 for business on average. So trade shows, vendor exhibitions, things like that are on the rise. And I mean, I've already been to at least one this year, I think you've you're going to
Nels Jensen:Yeah, I went to a conference in in May. Right? That, yeah,
Joey Strawn:so we're even getting more out there. And so, you know, we're seeing it, we're feeling it, I think that, you know, the pandemic, like other things accelerated that process, I think they were probably, you know, I'm not gonna put it I'm not gonna say this for every industrial marketer out there. But I'm gonna say it for some of us, there needed to be an evolution within the industrial trade market sector to compete with things like the Consumer Electronics Show are the comic cons that we're really exploring what trade shows could be and do. And this really forced a lot of show practitioners to look into that to really say, Well, what can we do with the digital layer? What could we do with limited services, or one on ones?
Nels Jensen:So you've heard me talk about this before, but your website, you know, really should be a reflection of a tradeshow? Right, whatever you have available at a trade show, you should have always on on your website, right. And I think the other reason for that is that, you know, the pandemic didn't just shut down tradeshows it also shut down personal sales networks, where people could Yes, you know, no longer just hit the road and go see all their clients and prospects, or if they did, it was in in a real stilted sort of tempered environment. So right, yes, the rush to become more digitally savvy was real. And I think that has helped people understand the relationship between a trade show and the sort of source material that's always available, right.
Joey Strawn:And he and I want to dive into this with you, because you, I've heard you talk about this on the show. And I was so excited to talk about this topic, because I knew we were gonna give nails a platform. So now I want to give you the opportunity to explain on the show a handful of times you've said you, even though trade shows are shut down and the pandemic you need to always be acting and presenting yourself. On your website, specifically we've mentioned but just in general, always be presenting yourself like you're at a trade show. And what do you mean by that? Like
Nels Jensen:what's so Right, right. So you, you know, you want to show product features and capabilities. So you know, what, what's the demo that kind of shows what you're, you know, just use machines, but we could be talking about, you know, services and software and other things too. But, you know, you always want to have benefits and capabilities. You always want to have solutions, right? What's their What's the story you tell about how you help somebody solve their pain points. So a lot of that it should be visual, one of the benefits of a trade shows that you can see something in action, you know, you want
Joey Strawn:actually, to add in a little bullet right there and be your sidekick on this. You know, I was looking at some statistics and like 80% or more of people that go to trade shows are looking for product information or looking to see new products and are looking to experience them. And in the olden days, the website was like an air of mystery and all these things we can do but don't show them the goods don't show them that they've got to come to see us at our yearly whatever to see the goods and and you're saying that they shouldn't be doing it. They should be doing the opposite of like, let's show But what it is and does on the website, as if they were there holding it and touching
Nels Jensen:it right. And so then when the next couple, you know, figure out the layer of questions you get at a trade show, you know, well, really, what about this? What about that, including data to another one of my favorite topics? Pricing? What is this going to cost? You know, so your website, you know, you want to, you can qualify a lead in person at a trade show, right, you just have a conversation, you figure out what their level of, of, you know, interest is, what's the size of the company, what you know, and you can do that on your website as well. configurators and calculators and various things like that, where you can qualify lead, and you know, if they want to, basically, hey, here's sort of the parameters of what I'm looking for. And you ought to be able to say, you know, hey, we're gonna get back to you with with a price almost, almost instantly, or very quickly. But, you know, it's just the, the digital behavior, right? We we have digitally savvy people all over the buying journey. And they you never know, when they're looking for something at home, or they're looking at something at home, I mean, at a, you know, when they're out and out in the world remotely with a phone. So it's just, you know, that questions you get at a trade show, you should be able to answer on your website. So that's, that's the end of that, you know, monologue, Oh,
Joey Strawn:I love it, I really gravitate to this idea. And I'm so happy that you've been, you've been preaching it on the show, because it is, the idea of you should be in the past, you would go to a trade show, it'd be like, This is our chance to really close the sales, we're gonna get our best salesman, we're gonna send them to this trade show, and they're gonna wine and dine these prospects, and we're gonna get the, you know, they're gonna hold these products, and we're gonna blow them away. And it was, you know, the event. And you know, it softened a bit. I think those events are still peak events. For every industrial and industrial marketer, don't get me wrong, those are peak events, in any calendar in any in any strategy. But it softens the need for them to be so mysterious in the fact that you can show elements and you can show specific features and designs and models and 3d experiences on a website. And you can prospect with the same types of questions you would learn progressively on your site or through a handful of different forms, or personal follow ups is like those elements are available and very willing to be used on websites to exactly connect those dots. And and this doesn't this does not become an either or this isn't and yeah, write this because actually, this is an ad.
Nels Jensen:Yes, because just because you have the trade show capabilities on your some of them on your website, you can never replace the in person infield experience, of
Joey Strawn:course, and that's why we're so excited. And that's why I think so many people are happy to be getting back to trade shows. I know the one that I went to, at least once a day a speaker mentioned And aren't we all glad to just be together again, it's just it's on all of our minds it's on the collective conscience of the industry and on the society and I think that that's why we're seeing that Resurgence is as we have protocols as people are getting more safety conscious and public conscious of of health concerns and things and as we get a more contained control over things the Resurgence is happening because people long for that people want that and honestly is let's let's not even beat around the bush it's a good sales opportunity. I mean we see it I think so let's 82% of people at trade shows have buying power.
Nels Jensen:So that's that's my question for you here is do you think moving forward that there will actually be more vetting will have taken place and people will be farther down the journey than before it's not so much a mystery of oh, I'm gonna go see what does Rockwell have this year? Or I'm gonna Oh, what does ABB have this year? Whatever else they are, they already know and maybe there's a little more intense when people show I'm just curious if you think that's that's sort of my assumption is that they're better informed buyers. I don't know what do you think is this is this is this yours evolving like this?
Joey Strawn:I think it is and here's the thing I really and I don't have any data to back this one up. This is a gut but I feel like people are moving in that direction but the people that right now are out are more intent focused as the past I don't think there's a lot of looky loos being like hey, I'm just gonna go to a crowd of 1000s of people and hang out for a week so I think the looky loo volume of people that were just at the trade shows To see and experience the trade shows, I think that's declining. So the percentage of people that have buying power that are intent focused or going there for a specific reason, I think that is increasing. So, you know, that's why trade shows will currently and I think always matter is, you know, you had mentioned the in person experiences, but demonstrations, like being able to sit down with competitors and being mean customers and prospects, and demonstrate your value and your services and answer one on one questions, you know, that exist on your site, but that you they can have that personal connection? I mean, those types of things, I don't think you can, there's not a value you can put on that type of thing. I would also say, the ability to steal looks at your competitors, you know, be like, hey, what's, what are they doing? And now, a website click, and are getting this kind of like, yeah, like, oh, well, oh, what's three M got going on over there? Oh, I see. Oh, look at nice, you can get some ideas, competitive advantage, competitive knowledge and research, just for the, you know, the price of admission.
Nels Jensen:And there still is the value and innovation, it's like, you still are going to learn what people are working on and what's around the next corner. You are focused learning, you know, this, there is a focus on your industry and your needs. So maybe not your specific needs, but your sector and your industry needs. So yeah, there's there's definitely a scale right there's there's a scale of information and learning you can do in one place. So yeah, there's trust us just because we say You know, you should always operate like a trade show doesn't mean that we're anti trade. Because that's this is this is a this is a boat, this is not an either or this isn't a I still want
Joey Strawn:to go and have the unveilings of the products. I want to see, you know, the the new hydro electrics, I want the curtain to come up and I want to see the new things. You know, I want that experience. And so I don't think you can take that away. I think that to your point is in not only it's a yes, and it's a both and it's also, you know, there is an evolution to it. I think that there are new normals that have been put in place over the past couple years or new expectations just around how we navigate through large groups and societies and things like that, that we should be prepared for. And you know, this is one thing that all businesses industrials alike should be prepared for when getting back into tradeshows and 2022. And beyond. So just some things to keep in mind. Obviously, anytime you're sending a team out, there's going to be safety protocols with the tro with the shows, you should expect that you should expect some version of you know, vaccination requirements or proofs of something, something, there will be safety mandates, whether it's masks or whatever, but you should just be prepared to accommodate and helping your team who's going that should be a concern for you. And it shouldn't be a concern for tradeshows. They'll take that on, but just know that that's going to be front and center, at least for the next handful of years. I don't see that dissipating anytime soon. I mean, else you may disagree, but I kind of see that always at the front of the messaging is is going to be a safe one.
Nels Jensen:We're going to be safe. So yeah, well, well, yeah. You just be prepared, right? Yeah, you're gonna be prepared. The other things we've talked about, too, is that there's going to be more of a hybrid presence. And this one has me a little bit a little bit befuddled, because I don't know exactly what that is, you know, more and more, there's the, you know, oh, use this QR code, or Oh, fill out this, you know, forum and that, you know, but we, we previously had, oh, you know, use our iPad to sign up for our email, you know, or whatever, there's still digital goals, there's still calls to action that are going to drive to digital, but you know, somebody, I'm not exactly sure how to relate this to manufacturing. But somebody said, you should think of hybrid events like an NFL game, they've I used this before, the, you know, it's a different experience in person than it is on TV. And it's can be a great experience for each but it's not the same experience. Like I said, I'm having a little bit of a hard time figuring out how, you know, the on TV experience wouldn't be a bad trade show. But it's it's a good thought that it's like, Yes, this is a big deal. It can be a big deal for both. Well, we're seeing.
Joey Strawn:Right, that's the interesting thing is that this is I think one of the things that's going to be a new normal in this world is that digital layer, you know, we always have QR codes, but I'm already seeing things where it's like, alright, you can spend x amount of dollars and come to the show, or you can spend less X amount of dollars and get the digital experience and what the digital experiences is live streams of the keynote presentations and session recordings of selected sessions. So as opposed to sitting in the room and watching, you know, the speaker give the presentation, you get a recording of it after it's done. And you get to sit and watch a live stream of the keynotes as they're being. But to your point now, like, the experience is different, so I'm getting the education, I'm getting the content, I'm getting the knowledge. But what I'm not getting is to sit next to peers and colleagues, I'm not getting to spy on the competition, or some of the other advantages that we talked about. So that's where really where I think the decisions are going to come in is, well, is this a show that we need to have a physical presence at as part of the benefit? Or is this a show where we're going to learn and see? And could we get by with a digital layer? And it's, it's a level of conversation or a level of choice that wasn't available before? But will I think, just be part of the norm in the future?
Nels Jensen:Yeah, the conference I was at, they were fielding questions, and I'm sitting in a room looking around, there's a microphone up front that nobody was at. And it took me a couple of minutes to go, Oh, dude, they're taking questions on a on a streaming platform? You know, so?
Joey Strawn:Exactly. It's like, well, I have my hand raised, it's like, Well, someone posted on Twitter, it's like, oh, so it's gonna be this weird balance, I think. But that's where being ready and being prepared comes into play. It's like, you know, well, well, what do we do about collateral? If we're going to be at a digital layer? Do we need to have business cards and brochures and videos, it's like, well, maybe you create a digital packet of those. So you can email them to people that you connect with on the app for the show, you know, so there's going to be considerations of Well, we did it this way in the past, but what was the purpose of us having that collateral? Oh, to get that information to x person at x company? Well, can we do that via the new method as well, you know, those types of balances. So I think that's going to be really important. But one of the things I think is going to be a key component for future trade shows that you can't really get with the digital layer is the element of the one on one meetings, you know, this industrial trade shows do really well, especially, you know, business business trade shows do this. But, you know, there's the speakers. And that's fine. There's the exhibition hall with all the booths and the setups, and that's good. But then there's, there's always a layer where you can meet with prospects, you can schedule one on one meetings with man I've been trying to get in front of so and so for years, and they're gonna be here, and they're set setting up meetings. And so using those really wisely, because this may be one time of the year where they're popping their head up, and you can get right in front of them. So really using those as a strategic method of communication, as opposed to just saying, I'm going to schedule a one on ones with everybody and then just only show up to the ones that make me the happiest that day. Don't tell me you haven't done it. Derek, if you're listening, I don't know. But like, don't tell me you haven't done it. I know you've done it. So don't do that. You know, you use them wisely. Those should be those should be the goal of going to an in person tradeshow is getting in front of the people. One on one eyeball to eyeball that you want to talk to Yeah, and you said
Nels Jensen:booths, and I thought you were gonna say booze? Because networking is obviously another benefit. No, it's like, you know, you I love the power of networking. And don't underestimate, you know, industry connections when you're afraid you
Joey Strawn:don't even tempt me with a hey, we're gonna go out to a nice Mexican restaurant after the conference, and we're going to all talk business. I will be there like, yeah, no, I agree. I thought you got me because the booze booths do sound so similar. And that's so true. It's like, we make jokes about like, oh, well, no one's going on golf trips anymore. You might take an afternoon at a trade show, you might. So you know, use those wisely. Really? Think about who you're connecting with? Why you're connecting? And what would be the value for both parties. You know, don't just be like, Oh, I'm gonna go around and get all the swag. I can I mean, do that anyway, but yeah, well, I mean, I'm
Nels Jensen:wise. You mentioned I'm going to IMTS in a couple of weeks and I'm really curious to see the sort of digital live connections even if it's literally that one on one meeting, I've got to go you know, log on to you know, somebody or you know, sign in on somebody's, you know, what you see your, whatever their, that their station, so,
Joey Strawn:I'm going to do some shameless promotion anyway, is IMTS is doing this IMTS is launching IMTS plus this year, and it's a digital layer, it's education, it's ongoing content, and they're even having an ICS plus creators lounge at the show where people who make things in the industrial sectors can go and be interviewed by influencers and get their name out there. And I mean, it's all like, it's it's video powered. It's it's a big thing. And they're doing it because a digital layer is, is changing the face of the game. I mean, we're seeing this across the board, I mean, their parts, and everybody has their trade shows we could sit here for the rest of the hour and just list them off. But I mean, whether you go to arrow death or world of concrete, there's designed to parts that happen all over the country, national farm machinery show fab Tech's, you know, you name it, there are shows and trade shows that are happening for your industry that would be valuable for you or your customers. And so making sure that you're looking at those experiences and looking at those options, really matters because you may be familiar with IMTS. But you're but you may not know that they have the IMTS plus digital layer coming and you should look into that you should be exploring what those options are for you.
Nels Jensen:And that IMTS plus creators Lounge is a presentation of industrial studios are new is an experiential unit. So
Joey Strawn:looking at you being self promotion Nels that's so good. Yes, everyone should look into industrial studios, they can find it on our website, industrial marketing, industrial strength marketing.com. But I think it's time now to head down to the shop floor because we need to put some of this trade show knowledge into real, purposeful, actionable thoughts for people. I mean, we've been waxing poetic pretty good about this house. But what do you think we go actually make this Yeah, well, for people you let's
Nels Jensen:let's make it pragmatic and practical and slice and dice it so people can, you know, figure out what they're doing in the trade show from
Joey Strawn:all right head, let's head on down to the shop flow.
Nels Jensen:We're heading over to the exhibition hall.
Joey Strawn:Oh, that you know what, I like that better restaurant?
Nels Jensen:How were booth the 336 800. So comes Yes,
Joey Strawn:industrial market or booth 30 or whatever now said. All right, here we are on the trade show exhibition floor. And we are going to list out some things that you as industrials and industrial marketers need to think about and be prepared for for trade shows and 2022 and beyond. Now, we've done some top five lists before now. But this one is more of a breakdown. We have three sections we're going to go through and we've got pre show setup, you should think about during show setup, you should think about and post show things you need to wrap this up finally, well. So now let's let's start with pre show and we're talking like not like the week. Yeah, we're talking like months before?
Nels Jensen:Really there are two different components to this. Right. There's there's the far out decision or a go or no go art. Yeah, that's your number one thing intimately, your vetting whether or not to go is part of our pre show, you know, so obviously, as with everything with marketing, right, what's your what's your goal? What's your, what's your company want to accomplish? What are you going to bring? What's the value add by going to this trade show? So you really need to articulate that and lift that list of possibilities and see how they align with your other big company goals and initiatives?
Joey Strawn:Exactly. I mean, and adding in the layer that we just talked about the decision isn't even as easy as do we go to this trade show? Or do we not go to this trade show? That decision now has extra complications in it is do we go to this trade show in person? Do we go to this trade show only the digital layer? Do we send, you know, one representative or a team? You know, it becomes a bit more complicated? So Oh, yeah, we only get the, you know, IMTS exchange option where it's the contact database and not the rest of this stuff? You know, we we there's a lot more in the no go go decision. So that should be made on purpose and early?
Nels Jensen:Yeah, so do you? Are you going to be an exhibitor? Or are you just going to be an attendee, and then more and more trade shows are adding premium services to their pricing? Right. So then it's like, okay, is the basic entry going to work? Or do we need to actually look at some of these other options? So, yes, the vetting of whether to go or not go is important and don't put it off? Because, you know, if you decide to go late in the game, it just makes it harder to succeed with your goals.
Joey Strawn:Yeah. So you've decided to go the second thing you need and pre show is a strategy. This one you know, we sound like a broken record. I know now, we talk strategy a lot on the show, but it is of prime importance, because if you don't know what you're trying to accomplish at the trade show, then guess what, you won't accomplish that. You know if if you go with him is like we're going to go to this trade show to get set. then leads from this industry with the services that we sell. That is a more rounded goal of well, okay, well, what pieces now? Do we need to put in place? Oh, well, I know what team does sin because this team can talk about that service to these types of industries way better, you know, so that helps navigate the pieces that are going to be in play. But if you don't have that strategy mapped out and have answered the question of, why are we going to this show, what do we want to get out of it? And what are we willing to invest that that strategy layer will be critically missing?
Nels Jensen:Sure. And it could be new equipment, new features that you're you want to show off? It could be you're going after a new segment, it could be that you're going after a new industry sector? You know, they're all good reasons why to go to a trade show. But the key point is, what's your strategy?
Joey Strawn:And then once you have your strategy in place, the third piece of your pre show prep is the marketing elements. Which emails are you going to send? And when? Are you going to talk about it on social media and connect to the shows, exhibitors and other influencers? Yes, you probably should, you know, what are you going to do with your sales team? And what are you going to update on your website? You know, there is a marketing plan that needs to be surrounding the the elements and Nelson you were even mentioning, like advertising opportunities with the show, this should be part of the marketing part, right?
Nels Jensen:Yeah, and this, this is obviously much closer to the event there doesn't, you know, two months out, you know, if you wanted to say, hey, we decided to go to IMTS. I mean, that's fine, there's a way to leverage that. But generally speaking, we are talking about the messaging, close up, it's just sort of trying to pique interest in your participation in that show, you know, yeah, just kind of, hey, we're gonna, we're gonna be there, or, Hey, we're gonna have the digital presence or our, you know, our experts going to be speaking that this panel or, you know, whatever, there's definitely pre event marketing, you should be
Joey Strawn:expand. And you know, that last piece of that, as you said, you know, it may be as simple as, hey, we're going to be at so and so's show, if you want to schedule time to talk with us while we're there, because you're also going to be there, fill out this form and get on a calendar. And it could be your prepping, to have those in person meetings that we talked about being so important ahead of time. I mean, and those are the big three critical factors for this pre show part. So the go, no go decision, the strategy, and then your marketing elements to support that strategy. So now, we're moving into the second piece of this during the show, this is a big deal. This is the show, this is the big show, you know, now so we've put three things that we think that you need in order to accommodate this, and one is the team, you need the right people to talk about the right things for the right audiences. So if you've got your stellar a team that always goes to trade shows, great. But if you don't find the people who are passionate about the services, and the strategy and the goals that you have, and who we're going to represent you really well, and get those as your a team create the best team for the show, make sure that it's not just anybody who can say stuff about your business. Yeah, the right team for the show.
Nels Jensen:Yeah, and the the alignment of what you're communicating, and why and what the goals are, share the goals, right? It's and you want your team to be cohesive to you want to make sure that you know, you're you're flying the company colors, you're wearing the the polo shirts or the vests or, you know, how do you how do you stand out in the crowd? And how's it clear that oh, yeah, these people are from industrial, you know? Yeah. Or they are here
Joey Strawn:on your purpose? Yes. Yeah. I mean, and that's a perfect segue now into the second part of your during show activities is the collateral, the shirts, and the hats and the vests and the look alikes, that's all part of the collateral, but also your brochures, your one sheeters, your swag, the handouts that you're giving, you know, those should be thought of those should be cohesive and beneficial. Those should be things that you have on purpose, and as we talked about before, thinking through the layers of the show's purpose. So, oh, we've got a bunch of brochures, we'll do you have a digital packet of all of your brochures that you can email someone who doesn't want to carry around a bunch of paper?
Nels Jensen:Yeah, yeah. So here's, and that's what I'm really curious to see how that plays out at IMTS. Because I'm getting to, you know, maybe there's a few pieces that are displays of paper, but it's largely, you know, we know you don't really want this paper, here's the here's the digital. You know, I'm gonna get it wrong. QR codes everywhere, right?
Joey Strawn:There'll be QR codes. We'll have our satchels. We all get the free bags and we love Have a bit after day one. If that bag may not be around anymore, we know that I know that Derek. But that's what so think about all the pieces that need to be in play. And that's what they're wearing, what they're giving, and what to digitally be able to share. And then the last piece of your during show activities should be the continuation of your marketing messaging, you should have emails that are scheduled to go out during the show with either recaps of the day or, you know, calls to meet you the next day, you should have social media posts that are going out or that are happening live, or using social to stream live events. I mean, now, so you were talking about, you know, using the streaming abilities to get content out at the show, even if you're not an exhibitor. Yeah,
Nels Jensen:and, and you might not be part of the official streaming activity by the show sponsors. But you know, you can do a Facebook Live, it's not exactly a call, whatever. But I think the key here in your messaging is, what's your call to action? What do you actually want the viewer to do? So is it, you know, check in as our expert talks on the panel, or is it you know, download the, the information on our new product, or new machine or new service, you know, it's, you know, have the call to action.
Joey Strawn:Right? I agree. And also on the social sphere, don't forget just connecting with people that you've met, don't hope to remember to do it later and forget to connect with them on LinkedIn, go ahead and start connecting and making those connections as the day is going on. And so yeah, those are the three those kind of wrap up the three during show elements. So you got the team, the collateral, and the message. And then post show, we've got three more elements and activities, you need to focus on post show, because now that the show's done, your job is not so don't think that you've got the first element is follow up messaging, you should have emails that are going out, you should have social that's going out, you should have you know, your sales, I just aim,
Nels Jensen:I just I just thought of one to, you know, throw a wrench in the order of your progression here. But post show, hey, don't forget to take down that website thing that says Come visit us at trade show, you know how? Because you know, we will see all sorts, you see it every year. It's like, oh, we're at Fabtech. And it's like, yeah, that ended, like four, four days ago. So last week, no,
Joey Strawn:you gotta get that banner down on your website, Derek.
Nels Jensen:Popped popped into my head, I'm sorry. So post show, Joey, what are the three elements that you really should be planning for post show,
Joey Strawn:honestly, that first when it makes its follow up messaging and removal of previous post historical messaging. And that's the first one is making sure that your communications are still going out. If you have emails, wrap ups that need to go out, if you have social posts, if you have website updates that need to happen, make sure that that's all being done. But the second element is probably the most important element is the sales outreach, you know, you the purpose of the show is to make the connections is to get that reach is to get those eyeballs on you use that well, you know, put those names in your CRM, tag them with the right sources, add correct notes. I know, it's I know it's admin. I know, it's boring, and nobody likes it, but do it anyway, you know, reach out to those salespeople. I mean, Nelson, we talked about having collateral and, and content to be able to share, but like sales outreach needs to be picking up after the show and really, really make you know, connecting those dots.
Nels Jensen:Yeah, it's it's discipline, right? It's, you know, you made all these connections, you qualified a few leads, you know, your CRM should be very active, or you should be active in your CRM immediately after a trade show.
Joey Strawn:And then here's the last piece, and I bet no one's gonna be surprised. I said this, the data, the results, we started this by saying that you need to have a strategy of like, well, what are we hoping to accomplish at the show? Well, the last thing you need to be doing is answering the question, did we accomplish that? How many leads did we get? What leads turned into, you know, good opportunities? What are the what's the revenue associated with those opportunities? What's the lifetime value associated with any of those that could close and therefore does it make our investment and our time worth it? It there needs to be some version of a results wrap up, unless it was just a good experience that everybody had.
Nels Jensen:Yeah, well, your results you're talking some of these are short term and you can tell you know, have some metrics per show. And then you also mentioned some that are longtail, right? What's the what was the attributable revenue to that trade show? You may not know that exactly. For couple of years. But if you've done a good job of putting that into CRM, you'll have that attribution. So eventually, yes, you'll be able to know that trade shows are a long play, right? It's AR, it's there's a lot of brand awareness kind of approach to it, even though you have more people with buying intent than you did in the past. But it's, you know, it's got short term impacts, and it's got long term impacts.
Joey Strawn:Right, it's not a set it and forget it, it's not a one time thing, it is a long play. And it shouldn't be thought of as such, you know, starting back from our beginning, pre show, we're thinking four to four to five months prior, you know, it's the one the go, no go decision to the strategy, and three, the marketing elements to support it. You know, if during show, you've got your team, you've got your collateral, and you've got your messaging, and then post show, you've got the follow up messaging, you've got your sales, outreach, and CRM inputs, and you've got your wrap up reports, you've got your results, monitoring, and, and those between those nine elements and broken down over those three categories, you should be able to have a recurring, well planned and strategically minded trade show formula every single year, no matter what show, you're going to no matter what industry you're in, if you're able to put those things into practice, you should be able to turn around a value and revenue value out of the trade shows that you're going because let's be honest, it's an exciting new world, it's a brave new world, let's put it that way to get into tradeshows. And we all want to be out and we feel the need to be connected again. And you know, now you and I are both going to be at IMTS. You know, at different times, we're both going to be there and experiencing this world. So you know, by the way, guys, if you're at IMTS, to keep a lookout for Nelson, I will be walking around with our industrial or industrial marketing shirts on so we'll be there. And, you know, we want this to be something that we as an industry can do for a long time. And we want value, we want to get back to a place where this is a known activity of value every single year. But it caught it takes work and it takes preparation. Now, any any final thoughts? Yeah, he goes way wrap up, no
Nels Jensen:joy, joy, you lined out a really clear process, you know, a path for somebody to have some success. It's a good plan, you follow it and you will benefit. So nice, nice work.
Joey Strawn:Well, thank you. I'm glad we I mean, we put this outline together, together. And so I hope that our listeners as industrial marketers are able to take it and learn from it and grow. And honestly, if you have tips, if you have things that have helped you in your trade, show prep, and planning and even reporting, let us know, send us an email at podcast at industrial marketer.com. And let us know some of your stories. We may even share some on the air if you share some good ones, give us your tips for trade shows and what have made them valuable for you and your industrial teams, we really want to hear that. If you haven't already. Follow us on social media, we're on Facebook, we're on. Were on all the LinkedIn ads, where you can go to our website, industrial marketer.com. And we have content that's coming out and dropping there on the regular all about things that industrial marketers care about all across the spectrum. So if you're not subscribed to our newsletter there or following us on social, please do. And as always, if you haven't listened to previous episodes of the show, we've got a whole archive of great episodes, and you should be subscribed to our show. So every month, you get the best industrial marketer content right into your ear balls. So you know, subscribe on your phone, subscribe on all your family's phones, subscribe on your neighbor's phones. It's a great Christmas present. And now that school starting back, everyone needs the attention. So let's do it together. And now I hope we can go into this fall season of trade shows with our flags high flying high and get a lot of leads for our industrial counterparts.
Nels Jensen:All right, see you at the show. See at the show.