No Booth at ISPCON

Members of the ISP-Marketing list rake over the much-discussed topic of the value of trade shows. These days, ISPs find that it pays more to do less.

[May 7, 2002]

On the ISP-Marketing list in April, JP asked,

"What level of success have you found from marketing at trade shows? Have you actually signed contracts at a trade show? Anyone actually taken home money from a trade show-other than the food vendors? We are going to be exhibiting at the Service Networks show (formerly ISPCON) in Baltimore, and I am trying to gauge expectations."

A number of respondents suggested focusing on networking, seeing sales as more of an afterthought:

[DS offered] "I have actually signed several contracts at trades shows, but my intention was mainly to meet with other ISPs in the industry that we were so used to talking over the phone with. In fact, it was a great opportunity to sit and have beers and discuss the issues we were all facing. You will most likely close a deal or two there, but you will also meet a ton of ISPs. Don't be pushy: once they know what you offer, they will definitely come to you if they see a value. But more importantly, in the long run there may come a day that you come out with a product or service that they will all need, and they will know who you are."

[MS agreed] "We don't exhibit anymore. I will be at the show, walking around and networking. I seem to get better value from that."

JP asked a follow-up question regarding trade show etiquette:

"Is it worthwhile to give out CDs with our software on it at the show? Does anyone actually look at this stuff after a show? Is it worth going through the expense, or should I just have a one-page sheet that describes the company and services with a link to download our software demos?"

Most respondents recommended giving out CDs, but on a limited basis:

[TB noted] "It depends what software you have on the CD. A lot of times, I've gone back to CDs I haven't looked at for a while because suddenly I have need for a program: other than AOL, I never pitch a CD out. Brochures, on the other hand, go right into the trash."

[PS warned] "For what it's worth, I still have a grocery bag full of materials from ISPCON 2001. I haven't looked through it yet, and I probably never will."

[BH added] "I would keep the CDs under the counter and only give them to individuals who seem genuinely interested. Just passing them out to everyone is the AOL approach, and not very cost effective. Identify your prospect and qualify that they have the authority and the money to buy: anyone else should just get brochures. And be sure to keep a record of everyone who gets a CD, and follow up with them after the show."

[DS agreed] "Bring a few CDs to give away to potential hot clients, but don't waste money giving lots of them away. Have a one-pager that people who are interested can take back with them, and only give a CD to those who are really interested. And while you're at the show, get people's permission to e-mail them with a link to your website. Really, though, the show is about relationships. Go there and hang around as many people as possible. Find out what they do, let them know what you do, and you will find that sales will just fall into place."

—End