Wind Power Trade Show–A Lesson, Part 2
As I went to my next few appointments, I continued to think about what Ed had told me. Was there something different we could do to make a trade show work for us? If so, what was it.
After lunch, I decided that I would survey some of the states who had booths. Today was the last day of the Expo, and as usual, traffic was significantly slower in the afternoon.
Every state I spoke with told me the same thing—”Best Trade Show EVER.” Some were much more candid than others (economic developers being a competitive and suspicious lot), yet the story was the same. Here is what I learned:
- because this industry is still so new, the players and decision-makers come to the show;
- if you are going to do it, do it right. The states that had the biggest bangs were also the ones that planned other events in conjunction with their booth—the Governor came in for a reception, they made an industry announcement at the show, etc.;
- the decision-makers came to them and not vice versa. The C-level executives were not working a booth (and most didn’t have a booth), they were there working the floor;
- internationals are driving the interest which makes sense. If my business is in Europe or Asia, it would be much more efficient for me to come to one location rather than running all over the US.
So, if you are targeting a new or growth industry and can commit to a complete program, it appears trade shows and economic development can actually work together.
Now, can you identify a new or growth industry for your state/region where this same formula might make sense? Maybe!!
