You're investing time and money in trade shows, conventions, conferences, and industry events. But not everybody respects that.
Do you know somebody is bankrolling your company presence at that show?
What are you getting for that money?
Event speakers must breakthrough show clutter.
Event producers must provide a meaningful audience experience to enable that breakthrough.
Event sponsors must compete for attention, manage expenses, and measure results.
In one way or another, everybody is paying to be at that event.
Or didn’t you know that?
Do you know I’m paying to attend that trade show, convention, conference, or industry event? Do you know that others are paying to attend or sponsor that same event?
I’m Tony Compton. Welcome to my Marketing Podcast!
You and I are investing time and money in that event. But not everybody respects that. Because the stained table drape in one exhibitor space in the breakfast room with nobody staffing that location when the event opened for the day tells me so.
First, some business math for individual event attendees. Expense report math. Average attendee math.
Let’s estimate the cost of an average attendee traveling to the average trade show. I’ll be conservative.
Round-trip airfare: $300 dollars.
Three-nights hotel: $700.
Ground Transportation: $100.
Meals and Entertainment: $300.
Incidentals: $100.
Event Registration: Let’s call it $1000.
That Total: $2500.
I’d like to think the event’s producers would know and respect that.
I’d like to think the session speakers would know that, too. I’d like to think that the sponsors and exhibitors would recognize that. And your fellow attendees would appreciate that.
After all, they’re also spending money. But no. Not from what I’m seeing and hearing.
I know all would say that they are aware of the expenditures.
But I also know that most don’t act like it. When you attend it’s your money, not theirs. Nor their company’s.
Now it’s time for easy trade show exhibitor math.
I came across a 20’ by 20’ booth and witnessed 10, 11, 12… people standing around all wearing the same company shirt talking to … each other.
By my back of the envelope math: 12 attendees multiplied by $2500/each that equals $30000.
But let’s look at that situation from a different angle…an event sponsorship, booth space, and the booth itself… shipping, labor, electric, audio/visual, tech, equipment…personnel… $50…$100,000…more. Being conservative.
Do you know attendees are paying to be at that show? Do you know somebody is bankrolling your company presence at that show?
Event speakers must break through show clutter.
Event producers must provide a meaningful audience experience to enable that breakthrough.
Event sponsors must compete for attention, manage expenses, and measure results.
Because I’m paying. Investors and owners are paying. Every person attending that event.
What are you getting for that money?
In one way or another, everybody is paying to be there. Or didn’t you know that?
I’ll tell you more about why I ask that question, and some of the event experiences that led me to that question on my next podcast.
Which will be experienced, down to business, and right to the point.
Now That’s a Marketing Podcast!
I’m Tony Compton.