When to try a “Reverse” Tradeshow

Tradeshows remain an important way for sales people to meet face to face with both new and current clients all in one location.  But more and more B2B marketers are looking to justify the ROI of their tradeshow expenses.  Therefore, marketers want measurable results, whether the are: client contacts, booth traffic, prospects or leads on new business.

There is nothing as disappointing as having to report little booth traffic, and no prospects or leads.  But if you are attending an industry’s Mega Tradashow (Thousands of exhibitors and attendees) it is possible to get lost in the crowd and have little to show for your efforts.  In this case, you should consider a “Reverse Tradeshow.“

What is a Reverse Tradeshow? I define it as attending a tradeshow as a “booth-less exhibitor.”    Then instead of being trapped behind a booth at the mercy of booth traffic – you are free to roam the aisles meeting clients and prospects (and keeping an eye on the competition).

When to try a “Reverse” tradeshow. When faced with the following, consider saving exhibitor costs.

1. When it is  a “Mega” industry show
2. When you are a first time participant
3. When you are new to the industry
4. When your budget doesn’t allow for premium booth placement
5. When you don’t have time and money for significant pre-show marketing
6. When prospective clients will be exhibitors

Especially if you are new to the industry or a particular trade show, your year one mission should be reconnaissance and actively meeting as many prospects as possible (instead of waiting passively behind a booth).  Your goal should be prospecting and gaining insight for the best positioning (booth location, give-aways, messages and prominence) for next year.

Several clients have tried this strategy and reported positive results. Have you tried this technique, what were your results?  Would you try it again?

Kathleen Peters is the Senior Account Executive at .Com Marketing.  She specializes in B2B marketing and internet marketing strategies.

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