Evolve B2B trade shows from a product experience to a sales experience
Situation As Motorola B2B marketing budgets continued to receive pressure, a significant line item expense was trade shows – booth design, show space, agency fees, and staffing. Maintaining a presence at the shows was essential for sales engagement, however the need to find ways to reduce the overall cost was also a requirement (contract negotiations, technology integration, and employee attendance).
Leadership To achieve the significant reductions required, and maintain a physical presence to meet with customers, I developed a show strategy that proposed shifting the focus from being a technology showcase to being a platform for customer meetings. Emphasis would be placed on meeting rooms, speaking engagements, and multi-media presentations. If a customer required a technology demonstration of the cable and wireless infrastructure equipment, then a customer invitation would be sent inviting them to Motorola’s Innovation Center.
Result I was able to exceed the trade show budget reductions and enable the corporate marketing team to invest in upgrading the Innovation Center and ensuring that all technology and branding was updated for global customer visits. Meanwhile my regional event team was able to focus increased attention on supporting and planning the customer meetings at trade shows and the sales team was able to engage targeted higher-level customers.