It's a question marketers all over the world face - "Are trade shows worth it?" We get this question time and again and are often asked which industry trade shows are best to attend and exhibit at. After all, 89% of technical buyers said they plan to attend at least one in-person industry event this year. Last week, TREW Crewers Lee Chapman, Kara Moon, and Kasey Tyring attended the Automate trade show in Chicago to uncover the value of trade shows and what marketing and sales strategy can make your company stand out in a sea of other exhibitors on the show floor.

We discuss their impressions of the show, the booths and attractions that stood out to them, and the cool tech they saw.

Key Takeaways

• Attending trade shows can be a valuable opportunity to connect with prospects and stay competitive in the industry.
• Interactive booths and attractions can make it easier for attendees to engage with exhibitors.
• Timely follow-ups, such as same-day emails, can help maintain the momentum and interest generated at the trade show.
• Collaborating with other companies in the industry can enhance credibility and create a more impactful presence.
• Creative marketing strategies, such as limited swag giveaways and exclusive events, can help attract attendees and generate leads.
• Trade show planning should involve a balance between eye-catching demos and targeted marketing efforts to attract quality leads.
• Having a well-defined strategy and follow-up plan is crucial for maximizing the results and ROI of attending a trade show.

Show Notes

• Connect with Kara on LinkedIn
• Connect with Kasey on LinkedIn
• Connect with Lee on LinkedIn
• Connect with Wendy on LinkedIn
• Learn more about Automate
• Related Episode: How European Engineers Seek Information and Make Technical Buying Decisions
• Related Episode: Nimble Event Strategy in Electronics

Kristin Graybill is the Vice President of Commercial Strategy at the Manufacturers Alliance and in her role, she speaks to hundreds of manufacturers all across the country. In this episode, we talk about the work of the Manufacturers Alliance whose mission is to drive economic growth and foster collaboration within the manufacturing sector. They do this by hosting peer programs, conducting research initiatives, and providing resources to leaders across departments in mid to large manufacturing companies.

I ask her what trends trends she's seeing in manufacturing marketing, and we focused on the increasing risk and use of AI to streamline operations and enhance marketing efforts. We also talked about how "old school" manufacturers are being forced to modernize their marketing to compete in a tight talent market. Kristin echoed the need for marketers in the manufacturing sector to embrace innovation and leverage marketing strategies that appeal to the human element of their audience.

Near the end of the conversation we talk about diversity and inclusion in manufacturing leadership. Kristin shares findings from recent research conducted by the Manufacturers Alliance on women's leadership in manufacturing. She highlights the challenges women face in middle management and disparities in perceptions of gender equality within the industry.

Key Takeaways

• The Manufacturers Alliance helps leaders in manufacturing through peer groups and industry research.
• AI is being used across manufacturing operations, marketing, and recruitment but comes with notable risks.
• Modern and creative marketing is necessary to recruit talent.
• Focusing on the advancement of women in manufacturing can help address the growing talent shortage.

Melissa Geertz is the Director of Marketing at Gray Solutions and over her year and a half tenure at the company has overseen a complete rebrand of the system integrator. I had her on the podcast to discuss the scale of the rebranding project, including how to get executive and cross-company buy-in, what steps to take during the rebrand, and how to measure qualitative and quantitative ROI of a rebrand.

We talk about the importance of authenticity to stand out in a crowded market and Melissa shares insights on how Gray Solutions used the culture of the company to guide the branding process.

Key Takeaways

• Establishing a unique brand identity is key to stand out in a crowded market.
• A rebranding project can have a significant impact on growth if done authentically and with a unique point of view.
• A unique rebrand can add to company culture and recruitment initiatives.
• Measuring the ROI of a rebrand should focus on growth metrics, such as inbound traffic, conversions, and brand recognition.
• Look at competitors to understand the space they are owning, but find your own unique brand identity and stay away from copying others.
• Gain inspiration from outside industries to bring fresh ideas and perspectives to your rebranding project.