FeedFront Magazine: Why We Should All Believe In Trade Shows – By Michael Sprouse
I have to admit that when I entered this sector of online advertising as a profession, I totally underestimated the value of face-to-face meetings and relationships. I, like many, believed at the time that since a high percentage of daily business was done via IM, email and the telephone, that trade shows and other “physical” events were somehow less important.
Was I ever wrong. In fact, key trade shows – including and most notably Affiliate Summit – have become indispensable parts of our company’s marketing budget and resource allocation each year. So why, in this day of economic cuts, bailouts and a recession, are these seemingly “non-ROI” spending activities still thriving?
The first answer is because they are anything but “non-ROI” and have everything to do with making money. I’ve been in several different industries in my career, and I can tell you that at shows like Affiliate Summit, business actually gets done on the spot.
This is truly a unique characteristic as trade events go. In so many other industries, you hear about the long boring days at the booth, or the dull/fluffy presentations by out-of-touch “suits” who don’t understand the workings of the business. (Some people consider me a “suit”, so I can say that.) How lucky we are to have shows like these that are busy, well-attended, and bring together successful people and companies in the spirit of doing actual business?
The second answer is those all-important relationships. No matter how technologically advanced we as an industry get, there will never be a replacement for affiliates and affiliate managers meeting in person.
There is something less “tangible” or trustworthy about never having put a face to a name, email, or IM. Looking people in the eye is important. While you can’t measure this aspect of shows concretely, look at the volume of things that happen at the show, and during the evening events. People clearly value the social aspect of trade shows.
The third answer relates mainly to the networks and merchants reading this: “Branding”; a word that connotes something not often pondered. But, consider a few of the major trends happening right now; more marketing dollars flowing online; more dollars flowing specifically to performance-based marketing from cash-strapped advertisers during this recession; and a never-ending expansion of new categories and verticals.
All of this means more new people, affiliates and advertisers attending trade shows that are most likely unfamiliar with your company. No matter how “big” you think your company or network is, a majority of people that are entering this sector of online advertising probably haven’t heard of you. Being able to showcase yourself to these folks, and build new relationships with them, is huge.
Trade shows aren’t cheap. For networks and affiliates alike, it’s an investment in time, money and people. But from where I sit, I wouldn’t “trade” (sorry) the benefits listed above for anything else in our company’s budget.
Michael Sprouse is the Chief Marketing Officer for Epic Advertising, and is based at the company’s headquarters in New York, NY.
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FeedFront issue 7 articles can be found here as well: http://feedfront.com/archi
