MHL Update: Fine-tuning your trade show strategy
It has been over 16 months since MHL was first held at the ASB Showgrounds in Auckland. And now, with less than eight months before the next show, companies are once again beginning to plan their marketing activities for 2009.
 MHL 2009 will again take place at the ASB Showgrounds, with the dates confirmed as 22–23 July, and will bring together over 100 exhibitors and around 2000 key decision-makers and buyers from throughout New Zealand.
MHL is the only show in New Zealand dedicated to materials handling, warehousing and logistics, and provides leading warehouse and distribution professionals the opportunity to explore new products and developments in the industry, share knowledge and expand their resources.
Those marketers that are faced with downsized staffs and budgets are now exploring new efficiencies for expanding their marketing dollars, and this includes exhibitions as an integral marketing tool. Show organiser Rachel Hobbs says: “Exhibitions are an effective marketing vehicle. No other medium comes close to matching an exhibition’s opportunities for closing deals directly, and exhibition participation still represents a very cost-effective method of identifying potential new customers and connecting with your existing clients.”
Show sales manager Alan Reid says: “Visitors to MHL 2009 will be looking for products and ideas to increase productivity and profitability, and exhibitors will be providing these ultimate solutions. If your company would like to be part of this important marketing and sales event, they should contact me for an information pack.”
According to Susan Friedmann, expert trade show coach and author of Meeting and Event Planning for Dummies, whenever a recession or volatility threatens the economy, companies immediately look at where they can cut budgets. Without much forethought, the first to hit the block is inevitably training, followed closely by marketing.
She says: “Exhibiting is a powerful extension of your company’s marketing strategy and your people are the backbone of your company. Eliminating your marketing and training budgets during times of recession is tantamount to profitability suicide. So consider looking at other places to make those cuts.”
The following are five of Ms Friedmann’s key techniques to fine-tuning your marketing and trade show strategy.
1. Analyse your weakest links
Think about doing away with the ‘nice to be at’ shows and rather opt at putting all your energy into the more profitable events that attract larger quantities of your target market.
2. Exhibit a global competitiveness mindset
However tough, it’s important to keep trade shows as one of your major promotional strategies. Consider reducing space rather than totally pulling out of a show. Unfortunately, if you stop exhibiting completely, the ‘buzz’ on the show floor says publicly that you must be in financial trouble. This may be completely false, but it’s people’s perceptions that count.
3. Focus on long-term results
Investing in both marketing and training means that you’re interested and willing to focus on long-term results. Neither is designed to give a ‘quick fix’, but using them continuously in an organised and planned manner will produce results.
4. Inspire loyal workers
Often companies are reluctant to invest too much in training staff for fear that once trained, they’ll leave for ‘greener pastures’. Since there are no guarantees in life, that’s always going to be a risk. Training is often the key to help inspire loyalty.
5. Improve performance
Your exhibit staff represent your internal customer-service team and your company ambassadors. Their attitude, body language, appearance and knowledge help to create positive or negative perceptions in the minds of visitors. Make sure that they’re well trained and can do what you expect of them.
In addition to a large trade exhibition, MHL will host the Interlogic Kerrect Interactive Theatre, an interactive showcase of the evolution of warehousing practices in New Zealand, and include a forklift test-drive area where exhibitors will be able to demonstrate forklift capabilities in a dedicated space.
FTD is MHL’s official publication and media partner for the show.
For further information regarding exhibiting at MHL, or to find out how you can make the most of your exhibition budget, contact: Alan Reid, Tel: 0800 944248 (XHIBIT), Website: www.mhlshow.co.nz
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