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When ROI Matters Most, New Marketing
Technologies Earn Their Keep
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You don't need to be CFO or a Controller to throughout the organization in order to deliver According to Exhibit appreciate that now, more than ever, every- more immediate return on investments.one must watch the bottom line. Irrespective So, where can companies save...and how much? Surveys Inc.'s 2007 of your product or industry, external market conditions have an impact on every company, Trade Show Trends everywhere-even those best positioned to Live Product Demonstrations succeed. For some companies, this means report, 34% of Still Worth Their Weight cutting operating costs and capital expendi-tures, for others it results in little more than While companies may be looking to attend attendees on average
improving efficiency, to be able to get more fewer engagements in the current economic are "first-timers" to a done with less. Regardless, every member climate, most realize they'll still benefit from of the organization now wears a financial hat exposing customers to products face-to-face. given show and 39% and is tasked with being fiscally prudent. Virtual meeting software may suffice for soft goods, but for most physical goods products, of attendees report For marketers, this is typically the worst case. prospects and customers want to see and expe-Marketers spend money to make money. that their purchase rience the product they intend to purchase. As Whether it's through attendance at trade such, trade show attendance is still a consid-shows, production of marketing collateral, intentions were more or the promotion of a product on the web, eration for marketers, and in fact, it likely has favorable after visiting marketers invest in an effort to bring customers greater importance in today's marketing mix as
into the fold. And while line items for market- budgets are cut in favor of more indirect tactics. 1a company's booth . 11ing programs may shrink, marketers are still 1According to Exhibit Surveys Inc.'s 2007 Trade 0 .expected to capture the attention of customers. 3Show Trends report, 34% of attendees on 28 .Fortunately Kaon Interactive, creators of inter- average are "first-timers" to a given show and 879 active marketing solutions that bring products 39% of attendees report that their purchase . to life, offers interactive applications that signif- intentions were more favorable after visiting moc1 .icantly reduce shipping and printing expenses, a company's booth . Although these results noawhile at the same time heightening customer justify trade show relevance, the study also k.wand prospect engagement. Marketers can now indicated that exhibitors are paying more to ww leverage the technology in multiple channels attract each attendee. The average cost per
1 Exhibit Surveys Inc.'s annual Trade Show Trends 2007: http://www.exhibitoronline.com/exhibitormagazine/apr08/trends.asp3
attendee who visits an exhibitor's booth in travel and accommodations due to Doing More with Lessincreased 19% since 2006, up from 26% the reduced labor staff needed. Sav-Where to cut costs? Simply omitting in 2003. Exhibitors spent $159 for each ing us $30,000 per show, the Kaon some products (and people) is not the customer who entered their booth in v-OSK paid for itself after one event."solution. Companies must continue 2007, as compared to $129 in 2006. to showcase their products well, while Also, exhibitors spent $261 for each Trade Show Cost Savingsalso providing sufficient staff to dem-customer who talked to a staff member Savings/Events $26,9822 onstrate how their products can ad-in 2007, as compared to $223 in 2006 . Number of Events/Year 15dress prospects' business challenges. Trade shows have recently showed The solution lies in the ability to bring Total Annual Savings $404,730trending from large-scale assemblies to all products to every show. One way to Total Investment in Kaon $152,000smaller, highly focused events, resulting accomplish this goal in a cost-effective (over 2 years)in fewer prospects to meet and greet. way is to bring "virtual" products. Kaon's 2 Year ROI ($ saved/$ spent) 5.33This, coupled with the fact that exhibi- advanced, rich interactive technologies Return Period (months) 4.51tors are paying more for every prospect allow companies to deliver dynamic, that enters ... [download for more]
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