With the right planning, defense contractors can use trade shows to speed up the sales cycle, reduce the cost of sales, and reach customers, prospects and even “hidden buyers.”
In an article by Margit B. Weisgal, President and CEO of the Trade Show Exhibitors Association, she outlines the benefits of trade shows:
“Exhibit marketing is the most cost-effective means of reaching customers and prospects; it reduces the buying cycle; it allows you to reach hidden buyers. Most important, though, is that it can reduce the cost of a sale by as much as 75%.”
However, to attain those kinds of results, planning is essential. And that’s where many exhibitors fall short:
“Seventy-one percent of all exhibitors have no measurable goals or objectives or even a written marketing plan.”
Weisgal offers a 12-step planning process that can be very helpful for defense contractors who are actively marketing at trade shows or who are considering it.