In preparation for PACK EXPO, to be held in Chicago Nov. 6-9, editors at the PMMI Media Group (PMG) surveyed PP-OEM and Packaging World readers (exhibitors, attendees, and distributors were surveyed separately) to compare and contrast pre- and post-show habits and strategies. The full results will be presented, possibly in a city near you, as part of PMG’s Beyond Advertising tour. What follows is a snapshot of the study’s big-picture findings, just in time for your final pre-show push.
Missing opportunities with new customers?
Exhibitors tend to target people they already know.
Prior to the show, exhibitors promote their PACK EXPO presence to existing customer and prospect lists more frequently than they reach out to potentially unfamiliar or new customers. But attendees are more open to new suppliers, and seek out unfamiliar exhibitors.
Results indicate that attendees are more open to new suppliers, are freer to choose best in breed, and are less attached to their existing suppliers than they were five years ago. In fact, 74 percent plan on spending significant PACK EXPO time with exhibitors they are not familiar with. And 42 percent look outside of their industry, into unfamiliar places, for new ideas.
Attendees research unfamiliar exhibitors ahead of time.
These “more open than ever” attendees are making up for the fact that they don’t know much about you by researching ahead of time. According to their write in answers, they have to do so in order to keep up with the pace of innovation; they can no longer remain neutral in the hopes that their existing suppliers are keeping up. Pre-show exhibitor research by attendees peaks in the few weeks before the show, but frequently happens a month or two prior. This time frame is an exhibitor’s window to get on an unfamiliar attendees’ radar before the show even starts. This curious, but unfamiliar attendee is not likely to be on exhibitors’ existing customer or prospect lists.
But many exhibitors don’t allocate much budget for pre-show marketing.
Almost half, or 42 percent, of exhibitors don’t bother much with pre-show marketing, despite so many potential new customers researching companies that they may have heard of and are curious about, but with whom they’re mostly unfamiliar.
Attendees plan to visit an exhibitor to see applicable innovations.
The number one reason an attendee would try to make an appointment or make time to visit your booth is that you have a technology that might apply to that attendee. If the technology you’re displaying at the show isn’t promoted ahead of time, attendees researching applicable technologies won’t know about you.
Also, curiosity about an unfamiliar company draws even more attendee interest than do ‘tried and true’ companies with whom they already have a relationship. So, for exhibitors, being on the radar ahead of time is important, and piquing interest in an applicable technology means having that technology on display before the show.
Videos and photo galleries topped preferred content types.
But not all exhibitors promote their innovations before the show. While 45 percent of exhibitors promote their new technology before PACK EXPO, the remaining 55 percent majority do not. This means that potential new customers, curious about but unfamiliar with an exhibitor, can’t research the technology ahead of time. In fact, many hide their new innovations in order to unveil them at the show. Many others have only recently hatched an innovation and don’t yet have literature, video, or case studies to support it in preshow marketing. Juxtaposed with attendee’s researching habits and desire to find applicable technologies among unfamiliar exhibitors, it seems wise to have discoverable videos, photo galleries, and case studies about your technology available well before PACK EXPO, if possible.
Attendees need your help in selling their show findings when back home
PACK EXPO is a massive show, and it can be difficult for an attendee to remember everything they see. An attendee can mistake whose technologies are whose, and sometimes the excitement felt at the show loses its luster in explaining to coworkers back home. To avoid losing show momentum, the attendees surveyed say they rely on exhibitors’ case studies, videos, testimonials, and image galleries to relate their show experiences to decision makers back at the office or plant.
Distributors at PACK EXPO
Distributors attend PACK EXPO for you
Distributors indicated that they attend PACK EXPO to meet you, the OEM or other equipment manufacturer. They are less interested in customers and competitors than they are in you. Are you prepared for a conversation with an existing or new distributor? Could it open up a new region or market?
Distributors love leads, and need help in marketing
Distributors want the OEMs for whom they distribute to provide more leads. They also need support in marketing. They indicated they would like marketing co-op dollars, and are eager to be involved in case studies.
Soft leads are fine
Not a single distributor surveyed thinks of soft leads as a nuisance.
Top five ways to get a distributor to spend more time selling your machines:
1. You have to have great service/support.
2. Your products help their bottom line. Improved ROI can come via discounts, incentives, good pricing/profit margin.
3. Your quality brand and product sells itself.
4. You provide good leads.
5. You have short lead times and product in stock.
Top five ways to better support your distributor:
1. Give them more leads.
2. Have a strong online presence and video library.
3. They need more/better marketing materials.
4. They need more/better training.
5. They want better communication, more frequent interaction, and a physical presence whenever it makes sense.
Post-show follow up
Attendees prefer a personalized email, they don’t want a call.
Attendees prefer follow up in the form of an email detailing what you discussed at the show. Failing that, an email with some relevant links or brochure attachments are good options.
Exhibitors email like attendees prefer.
Post show follow up done by exhibitors tends to be aligned with attendee preferences. 64 percent are sending personalized emails referencing the show conversations, or at least sending a non-specific email. Another 11 percent send the leads to distributor.
Distributors almost always call their soft leads.
66 percent of distributors call their soft leads, and 74 percent call soft leads specifically from PACK EXPO. Attendees prefer an email, but perhaps calling is more effective. Consider discussing soft lead follow up practices with your distributors.
