Episode 34 - Chris Dunn on Trade Show Strategies in a Digital Buyer World

Industrial Growth Institute

Episode 34 - Trade Show Strategies from Chris Dunn, an industry veteran

Summary

Ed Marsh and Chris Dunn, the VP of Sales and Business Development of Blue Hive Exhibits discuss the trade show industry and the misconception that trade shows are dying. Chris emphasizes the importance of face-to-face interactions and the need for human connection and highlights common mistakes companies make when planning for trade shows.

Chris shares insights on optimizing trade show outcomes, including using technology, experiential activations, and targeted messaging. They also discuss the challenges of lead collection and handoff and the changing behaviors of trade show attendees.

Chris dives deep into the importance of creativity and differentiation and emphasizes the need for choreographed online experiences that engage virtual attendees as much as in-person participants. He also highlights the value of creating on-floor content and using trade shows as a platform for content creation.

Chris touches on the use of augmented reality (AR) and virtual reality (VR) in trade show displays and the importance of lighting and display design, as well as the integration of digital technology into trade show booths, such as QR codes and meeting scheduling links.

Effective lead follow-up is critical to success. Chris concludes by encouraging companies to think creatively and take risks to stand out in the trade show industry.

Takeaways

• Trade shows are not dying; face-to-face interactions and human connection are still important in the digital age.
• Technology, experiential activations, and targeted messaging can enhance the trade show experience and make companies more memorable.
• Lead collection and handoff should be strategic and focused on capturing relevant information to facilitate effective follow-up.
• Trade show attendees are more focused and selective, attending with specific goals and seeking solutions to their challenges.
• Creating choreographed online experiences that engage virtual attendees is crucial for successful hybrid events.
• Trade shows can be used as a platform for content creation, including on-floor content that can be shared during and after the event.
• Lighting is often overlooked in display design, but it plays a significant role in attracting and engaging attendees.
• Integrating digital technology into trade show booths, such as QR codes and meeting scheduling links, can enhance the attendee experience.
• Effective lead follow-up is crucial for maximizing the value of trade show leads.
• Bringing a diverse team to trade shows, including representatives from different departments, can provide a more comprehensive and engaging experience for attendees.
• Creativity and differentiation are key to effective trade show strategies.

Takeaway Quote from Chris Dunn

• "Most companies don't plan enough for trade shows."

Check out Chris' website

LinkedIn: Chris Dunn and Ed Marsh

Twitter: Ed Marsh

Instagram: Ed Marsh

YouTube: @BlueHive and @EdMarsh

Show Transcript

Chapters

00:00 Introduction and Overview of Trade Shows
08:32 Chris Dunn's Journey in the Trade Show Industry
10:16 Common Misunderstandings about Trade Shows
13:44 Effectiveness of Trade Shows for Lead Generation
18:19 Creating Memorable Experiences and Effective Sales Interactions
29:43 Changes in Buyer Behaviors and Strategies for Success
35:44 Deciding on the Right Trade Shows and Managing Budgets
42:23 The Future of Virtual Conferences and Hybrid Events
44:54 The Role of Content Creation in Trade Shows
47:32 The Timing and Frequency of Trade Shows
53:27 Creating an Engaging and Comfortable Booth Space
55:09 The Power of LinkedIn in Networking and Lead Generation
01:03:31 Integrating Digital Technology into Trade Show Booths
01:05:48 Maximizing the Value of Trade Show Leads
01:08:37 The Power of Creativity and Differentiation in Trade Shows
01:13:01 The Future of Display Design: NFC Technology Wondering how trade shows fit into an integrated revenue growth strategy? Check out Overall Revenue Effectiveness. #TradeShowStrategies #IndustrialTradeShows #TradeShowMarketing #TradeShowLeadGeneration #TradeShowMarketingStrategy #TradeShowPlanning #TradeShowExhibitorTips #DemandGeneration #IndustrialMarketing #ManufacturingMarketing #MarketingForManufacturers #TradeShowBoothIdeas #IndustrialTradeShow #IndustrialSales #B2BSales #TradeShowSales #TradeShowTips #TradeShowTipsForExhibitors #TradeShowBooth