Trade shows have been an important part of a company’s marketing mix for some time, and have supported the overall marketing strategy by complementing the other “pillars” of the effort.
The marketing mix used to only include
Trade Shows, Radio, Print Media, Billboards, Newspapers and TV
Now marketers also have
The Internet , Social Media such as Blogs, Twitter, Linked In, Facebook and Special Events.
Special Events have emerged as another successful Face-to-Face marketing strategy because of the focused, direct interaction with the customer that they offer. A special event could be an after hours, off show site, invitation-only social event held one evening during a larger trade show. It also could be an annual gathering at a company’s headquarters to pump up dealers or introduce new product to the media and existing customers. It could be an appreciation or awards event at a destination location to thank loyal employees, company partners or long term clients. Or it could be a sponsored event tied to a charity fundraiser or sporting event. No matter the venue or focus, special events often have an element of exclusivity, and can afford companies the opportunity to present their message to a receptive audience without distractions.
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