DJ Heckes, EXHIB-IT! CEO, Offers Tips for Taking Advantage of the Rising Trend toward Trade Show Participation in 2015

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Author and trade show design and display company owner DJ Heckes reports that trade shows and events are again being recognized as a valuable channel where brands can connect more intimately with consumers in a face-to-face setting.

Trade Show, Array Technologies Exhibit, Trade Show Marketing

Array Technologies Trade Show Exhibit

Any marketing program needs a mix of tools. Trade shows have demonstrated their tried-and-true ability to bring people face-to-face to get to know each other and make deals.

“Even though people may talk online, they will close business in person. I am optimistic about the trade show industry growth for the next two years,” Heckes said.

Heckes observes that simply being at a trade show is not enough. “You have to plan to be successful, and that means you need to take advantage of expert advice in designing and executing a trade show strategy.”

She offers two tips for companies that want to take the greatest advantage of the growing trade show attendance.

1)    Take advantage of expert trade show resources
Find a tradeshow solutions company that is dedicated to working collaboratively with you to identify tradeshow solutions and services that will meet your needs in a streamlined timeframe. The clock is ticking for the winter trade show season!

2)    Divide your team into Hunters and Farmers
To maximize results from your trade show staff, and provide efficient management of booth traffic, create two teams, not necessarily of the same size. One team, the Hunters, look for qualified marketing leads (QMLs) and new data contacts. The other team, the Farmers, look after meetings, sit downs and product demonstrations, as well as help with existing customers.

CEIR Reports a Positive Growth Outlook for 2015 and Beyond
Heckes bases some of her optimism on the results of her company, EXHIB-IT!, and observes that this is part of a national trend. The Center for Exhibition Industry Research (CEIR) Index Report from last September’s CEIR Predict Conference sees indications for positive growth through 2016. The report released at the conference reported trade show industry growth of 1 percent in the 2nd quarter of 2014, with anticipated annual growth of 2 percent. The 2nd quarter marked the 16th consecutive quarter of growth. All four metrics tracked by the index posted year-on year gains. Market sectors including Food, Discretional Goods and Services, and Communications and Information Technology lead the way, and the strongest over index measurement was real revenues, which grew by 1.4 percent.

The CEIR Index measures net square feet of exhibit space sold, professional attendance, number of exhibiting companies and gross revenue.

Heckes said, “Any marketing program needs a mix of tools. Trade shows have demonstrated their tried-and-true ability to bring people face-to-face to get to know each other and make deals. Trade shows should be a part of the mix for any company that wants to optimize growth in 2015.”

EXHIB-IT! is a design and display company with over 23 years’ experience in specializing in high quality trade show displays and trade show management services. Industry thought leader and EXHIB-IT! CEO, DJ Heckes has prioritized customer education as a core company value by publishing hundreds of helpful blog posts, online newsletters, white papers on tradeshow related topics and her first book Full BRAIN Marketing.

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