Thursday, August 03, 2006

Interview with Barry Siskind

George: Is exhibiting at trade shows still a viable marketing tool?
Barry: Absolutely. Perhaps more now then every before. Doug Ducate, President of the Centre for Exhibition Industry Research says that trade shows are "the last vestige of face to face marketing."

George: "Because our competition will be there." Is that a good reason to exhibit?
Barry: Yes and no. There are over one hundred valid reasons for exhibiting. However, exhibiting objectives must be measurable. There is no point participating in a show without a clear target.

George: How have trade shows changed in the last few years?
Barry: Dramatically! There is a natural ebb and flow in this business. What we are seeing is the development of lots of smaller more specialized shows while some of the very big shows are suffering.

George: What is the biggest mistake that companies still make with trade shows?
Barry: Not taking shows seriously. Trade show marketing costs have risen and there is an increased demand on accountability. Those exhibitors who approach shows with this in mind and take a strategic look at their investment fare better than those who just go to a show "to see what they can do."

George: What can companies do to get more from their trade shows?
Barry: This is a follow-up to the previous question. They need to develop a strategic approach. Some of the things to include are: a focused, quantifiable objective, selecting the right show, creating a powerful promotion program, development of a booth that stops the attendees in their tracks, well-trained booth staff, methods of tracking lead information, a good follow-up system and the ability to measure and evaluate results.
It’s a lot but for those companies who do their homework, the payoff can be spectacular.

MARCOM 2006, Canada's Public Sector and Non-Profit Marketing Symposium, June 7-8, Ottawa Congress Centre Visit

Visit and see if you can solve the riddle of the disappearing bumblebee.

For more information on Barry Siskind's newest workshop go to and click on ‘Open seminars’

George Torok, host
Business In Motion

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