Planning for trade shows in 2003 - Post Script

Post, Jan, 2003 by Marc Loftus

January is here, and it's time to start marking the calendar for the year ahead. Much of the news in the post industry centers around manufacturers' announcements at trade shows, with NAB, JBC, AES and SIGGRAPH representing the largest events in the industry. The importance of these shows is often reflected in the impressive booths and demonstrations presented to attendees, and it's not uncommon for manufacturers to spend a year making sure every detail is just right.

But booth space, shipping, hotels and airfare all add up, taking an enormous chunk out of a marketing budget. And with money so tight these days, and the unpredictable chance that ones marketing message might be missed, companies have to decide if shows give them the most bang for the buck.

Avid opted not to exhibit at last year's IBC show, instead focusing its efforts on regional events. Media 100 wanted to make sure its 844/X editor/compositor wasn't missed in the hype surrounding last NAB, so the company hosted a number of pre-NAB events that detailed the product. And Alias/Wavefront has been successful with its own 3 December event, getting its products in front of 8,000 animators this year, while at the same time providing a forum for users to learn and network.

Dave Walton, marcomm manager for JVC, is very aware of how trade show costs can snowball, noting a company could spend $75,000 just on the lighting for a booth at NAB.

So how does one decide where to spend its budget? "It's difficult in an economic climate [like today's], to determine which shows are worth going to," says Walton. "When the economy tightens up, you have to spend [your marketing money] judiciously. You can't be at every show."

Boxx Technologies' director of sales and marketing, Ed Caracappa, says his company committed to NAB and SIGGRAPH a year ago in order to get suitable exhibit space. The success Boxx had from last year's exposure has led to an increase in this year's marketing budget, and the company hopes to host its own regional events this year, as well as exhibit at shows, "We're up 50 percent in revenue;" says Caracappa, "And you can't do that without getting out there."

So are shows an expense or investment?

"If you look at it as an investment, you have to look at what you expect to get back," says Walton. "It should always be a positive, so you can say, 'This show doesn't cost me anything.'"