Ask marketing experts what to do in a down economy and they’ll say it’s prime time to bump up your company’s sales and marketing plan and stay ahead of the competition. That doesn’t necessarily mean spending more – but it does mean being more creative with what you already have.
That’s the philosophy of show management at METALCON International, the 19th annual conference and exhibition focused on the use of metal in construction. This year show management is expanding its successful Exhibitor University into an integrated marketing package called The METALCON Exhibitor Resource Center. This value added complementary program will help METALCON exhibitors create marketing and sales methods that produce high level trade show exhibiting results.
“Since the show began in 1991 we’ve risen above major challenges — from tough economic times to natural disasters and national threats. But we work as a team with our exhibitors and have always found that looking for what’s good about a situation brings about a positive attitude. That’s the biggest part of the battle. If you think about how to use what you have to get better results – it works. That’s THE investment we’ve made for our exhibitors – a package of useful marketing tools to help them generate new ideas and new leads using existing resources,” says METALCON show director, Claire Kilcoyne.
The multi-part, multi-media program has been created specifically for METALCON by Jefferson Davis, president of Competitive Edge, Charlotte, N.C., a company that has been designing exhibitor marketing programs since 1985.
The Exhibitor University portion of the METALCON Exhibitor Resource Center offers all METALCON exhibitors 24/7 Web-access to strategic exhibiting information and practical concepts that are set up by intervals timed to the show implementation cycle. The content and the process help exhibiting companies better plan, market, staff, work, manage leads, measure and report exhibiting performance and ROI. The program addresses the top four researched behavioral problems limiting exhibitor performance and results.
A highlight of this year’s marketing program is Successful Marketing & Exhibiting In a Tough Economy, a webinar offered to all METALCON exhibitors, Thursday, April 16, 2009 or Tuesday, May 12, 2009.
Complementing these segments is a series of eight articles that identify actionable items exhibitors focused on the different planning stages. Topics include: Managing Marketing Budgets in Tough Economic Times; Lean Exhibiting-33 Ways to Get More Bank for Your Trade Show Buck; and From Leads to Sales.
The METALCON Exhibitor Resource Center is available online in the exhibitor section of the METALCON website, www.metalcon.com.
METALCON International brings together nearly 8,000 architects, builders, contractors, specifiers, developers, building owners, government officials and manufacturers from 50 countries. Now in its 19th year, this year’s event takes place this year from Oct. 6 to 8 at the Tampa Bay Convention Center in Tampa, Fla.