Market planning - industrial marketing services

Tradeshow assistance - attendance

Industrial marketing services

Since the early 1970's, Koch Group consultants have assisted our clients with their tradeshow needs. Due to the costs of exhibiting at a tradeshow, many manufacturers have begun just attending the show to walk it to meet with their vendors, potential vendors, customers that are attending, and their distribution partners. If handled properly, just attending a tradeshow, without exhibiting with a booth, can be a worthwhile experience for manufacturers and industrial service providers.

Tradeshow Attendance

A manufacturer's marketing objective can sometimes be better served by attending industry tradeshows, rather than participating directly in the show as an exhibitor. Regardless, it is critical that our clients make the decision whether or not to attend a specific tradeshow based on supportable facts. Their decision should be based on the planned and confirmed attendance at the show of their:

customers,

potential customers

vendors, and

sales and distribution partners.

When a manufacturer or industrial service provider decides to attend, but not exhibit at, a tradeshow, they must understand they can obtain critical market intelligence and still achieve useful sales and marketing goals. This cannot be achieved by booking a flight, a room, a car, and showing up at the show.

Proper preshow planning will aid in obtaining needed market intelligence and meeting customers and potential customers. Koch Group consultants help, or direct, our clients to:

Obtain a tradeshow exhibitor map to plan and prioritize their walks to vendor, competitor, and customer booth locations.

Prepare to take and keep accurate notes either manually or electronically.

Evaluate exhibiting competitors’ product offerings.

Note and later evaluate exhibiting competitors' marketing messages.

Observe and evaluate the product or service sales pitch being given to competitors’ customers and their reactions.

Note benefits provided during the sales pitch.

Arrange convenient meetings with customers, sales partners, vendors, or other industry participants after the booths close for the day so they are relieved of the time constraints and pressures of working the tradeshow.

Make sales calls on customers, potential customers, or vendors located in close proximity to the tradeshow’s location.

Gather and evaluate gathered or obtained tradeshow information including reasons companies with complementary products exhibit at a show and the benefits they accrue and attendance trends at a specific tradeshow.

Prepare a post-show summary containing direct show costs and attendee expenses, customers visited, results, orders generated, inquiries generated, location critique, and other information to determine if and how to participate in upcoming years.

Evaluate and act on the information gathered while attending the tradeshow.

Contact us if you would like more information about the industrial marketing services we offer to manufacturers and industrial service providers. Please use our contact form, email us at info@kochgroup.com, or call us at 630-941-1100.

	Koch Group, Inc. Industrial Marketing Solutions For Manufacturers 240 East Lake Street, Suite 300 Addison, Illinois 60101 Phone: 630-941-1100 Fax: 630-941-3865 Email: info@kochgroup.com
Copyright ©1999-2009 Koch Group, Inc. All rights reserved.