It’s shocking, but trade fairs can eat up more than 30% of your overall marketing budget. As marketing and sales leaders try to get more from shrinking budgets, maybe it’s time to rethink the current trade fair model and introduce a smarter, more cost-effective way to connect with your valued customers.
Before you yell, “but what about all the cool merch and networking,” this doesn’t mean you have to give up in-person trade fairs completely. Not at all; these activities are still very much the lifeblood of B2B marketing and sales. B2B is P2P, right? The point is that while much of the world around us is undergoing a rapid digital transformation and mitigating travel in pursuit of a more sustainable way of working, the way we approach trade fairs (and trade shows, as they’re known outside Europe) might be a bit, well, outdated.
Trade fairs can eat up more than 30% of your overall marketing budget.