August 30, 2022 • 44 mins
The pandemic forced a massive, two-year pause in the industrial trade show world. And while we learned that we need to do a much better job of treating our websites like an always-on exhibit, we also learned that the in-person aspect is difficult to replace. In the latest edition of the Industrial Marketer Podcast, co-hosts J
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Episode Transcript
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Joey Strawn (00:00):
Welcome back everybody to another episode of
the industrial Marketer Podcastyour place for the tips, tech
trends and tactics forindustrials who care about
driving leads and revenue totheir businesses. I'm so excited
to have you guys back today. I'mone of your hosts you all know
me industrial marketer IRL, JoeyStrawn, and I am joined as
(00:23):
always by my favorite colleaguestop and Nels the roses, Nelson
Jensen, how are you today, myfriends.
Nels Jensen (00:32):
I will be smelling the roses. At some point today
for sure. You've inspired me toget outside and
Joey Strawn (00:37):
It's a beautiful we're ending summer we're
wrapping up it we're gettinginto the season where not
flowers bloom. But you know,spirits are soaring people are
going back to schools,businesses are frolicking in the
fields of trade shows. And sothat's why today, we decided to
(00:58):
dedicate an episode to tradeshows. I mean, now, how
important have trade shows beenjust in general, like, we don't
have to dive in yet. But I mean,my goodness, trade shows what a
topic right?
Nels Jensen (01:09):
Oh, this is the fulcrum of manufacturing,
marketing. You know, if you justthink about the legacy and the
history and the future. This isa this is a great topic. I'm
kind of surprised. We haven't,you know, gotten into this yet.
So let's,
Joey Strawn (01:27):
I agree. And I actually think I know why we
haven't gotten into it yet. AndI think other people have to,
but we'll talk about that. Butyeah, this is an exciting topic.
Because whether no matter whereyou are on the industrial
marketing spectrum, if you'rethe marketer at the bottom
level, you're getting sent tothe trade shows, and you need to
know why they're there. And whatyou need to be accomplishing. If
(01:48):
you're at the top levels of thepyramid. And you're deciding
whether or not your budget needsto be reallocated back to trade
shows, this is a topic thatyou're thinking about. So this
is something that it almost feltlike got put on pause for a
couple of years. But now it'sback trade shows are back, you'd
probably have been to a couple,heck, you may be listening to
(02:09):
being like we'd never stopped togo and trade shows. So no matter
where you fall on the spectrum,today, Nelson, I are going to
dive into why trade shows matterfor industrial marketers, for IT
manufacturers for businessesthat are in the industrial
spectrum, you know, what theylooked like in the past what
happened to them over the pastcouple of years, and really what
(02:31):
we can expect looking forwardand really where our priorities
need to be in this new era oftrade shows, or maybe not new
era of trade shows, listen andfind out we're gonna dive in all
of it. So.
Nels Jensen (02:45):
And I would argue this is a new age of trade
shows. And I think we can touchon some of the reasons why but
it's like, you know, thepandemic came along, and trade
shows declined. And how manyarticles did we read like? Well,
for one thing, we've alwayswe've talked about this, oh,
this is the end of emailmarketing.
Joey Strawn (03:07):
Email marketing is dead.
Nels Jensen (03:10):
You know, trade shows will never be the force
they were before we read a fewof those articles too. And
that's not true, either. But theit will be honest, though. My
point was that, you know,actually, trade shows were sort
of at the, I don't want to saythe end of their product
lifecycle. But they were, theywere not they were not evolving
(03:31):
as fast as they needed to iswhat I've read, right I can
speak to is basically everythingI've read is that, you know, the
more that, you know, behavioralchanges, buying patterns change,
just the volume of research bydigital savvy people, you know,
was that trade shows were losingtheir effectiveness, prior to
(03:53):
the pandemic, that does it. Andlike, like everything you have
to evolve, but but let's behonest, that the pandemic
certainly accelerated theevolution of trade ships.
Joey Strawn (04:03):
I couldn't agree more. And I think that's really
and honestly, that was my snideanswer at the beginning of why
we haven't talked about this.
You know, we've been on the airfor about two years now. And
that was right in the middle ofCOVID-19, when all the shutdowns
were happening, so it wasn'treally a big topic of
conversation last year or theyear before. I mean, you said
you felt it, I was looking intosome stats just before the
(04:25):
episode. And like there areexhibition industry studies that
are showing starting in 2020.
There's like a 68 to 70% declineof exhibition of the exhibition
industry in totality. So that'strade shows, that's exhibition
halls that's across the board.
People just weren't usingexhibition halls or exhibition
(04:45):
spaces for trade shows for thosebecause they all got canceled.
They all got put on hold and ifyou go to Fabtech or arrow def
or some of these other shows,you felt it you know, because
you probably already had spacesreserved and then The shows got
canceled. So
Nels Jensen (05:01):
I'm surprised.
Yeah, thing. I'm surprised thatnumber actually wasn't hired to
be honest with you.
Joey Strawn (05:07):
I think there's, there's 30% of the population is
just like workout with anyway,you know what you are not
canceling our world of concreteor I think they actually did.
But anyway, whatever it may be,they just dove in. And honestly,
to your point, you know, tradeshows were evolving. Before that
we were seeing digital layers ofthings like, oh, be sure to scan
(05:29):
this QR code and make sure thatanswer this poll or whatever.
And we saw things like thatbefore COVID-19, before the
pandemic, but I'll tell you, oneof the things we'll talk about
in this episode is how necessaryand how vital that digital layer
or that digital vein is to tradeshows in now. And in the future,
(05:50):
it's not a matter of, oh,there's going to be some nifty
little extras in the digitallayer. Sometimes that may be all
that you get. So the wholeaspect of things is sort of
shifting. I mean, we we areseeing that resurgence. That's
what I think is encouragingthough now says like, again, you
know, me numbers, I was lookinginto some of these beforehand.
(06:12):
And then 2021, the average forbusinesses to take part in
national events was up again tolike 6.4 for business on
average. So trade shows, vendorexhibitions, things like that
are on the rise. And I mean,I've already been to at least
one this year, I think you'veyou're going to
Nels Jensen (06:34):
Yeah, I went to a conference in in May. Right?
That, yeah,
Joey Strawn (06:37):
so we're even getting more out there. And so,
you know, we're seeing it, we'refeeling it, I think that, you
know, the pandemic, like otherthings accelerated that process,
I think they were probably, youknow, I'm not gonna put it I'm
not gonna say this for everyindustrial marketer out there.
But I'm gonna say it for some ofus, there needed to be an
(06:59):
evolution within the industrialtrade market sector to compete
with things like the ConsumerElectronics Show are the comic
cons that we're really exploringwhat trade shows could be and
do. And this really forced a lotof show practitioners to look
into that to really say, Well,what can we do with the digital
(07:21):
layer? What could we do withlimited services, or one on
ones?
Nels Jensen (07:26):
So you've heard me talk about this before, but your
website, you know, really shouldbe a reflection of a tradeshow?
Right, whatever you haveavailable at a trade show, you
should have always on on yourwebsite, right. And I think the
other reason for that is that,you know, the pandemic didn't
just shut down tradeshows italso shut down personal sales
networks, where people couldYes, you know, no longer just
(07:50):
hit the road and go see alltheir clients and prospects, or
if they did, it was in in a realstilted sort of tempered
environment. So right, yes, therush to become more digitally
savvy was real. And I think thathas helped people understand the
relationship between a tradeshow and the sort of source
(08:15):
material that's alwaysavailable, right.
Joey Strawn (08:17):
And he and I want to dive into this with you,
because you, I've heard you talkabout this on the show. And I
was so excited to talk aboutthis topic, because I knew we
were gonna give nails aplatform. So now I want to give
you the opportunity to explainon the show a handful of times
you've said you, even thoughtrade shows are shut down and
the pandemic you need to alwaysbe acting and presenting
(08:39):
yourself. On your website,specifically we've mentioned but
just in general, always bepresenting yourself like you're
at a trade show. And what do youmean by that? Like
Nels Jensen (08:48):
what's so Right, right. So you, you know, you
want to show product featuresand capabilities. So you know,
what, what's the demo that kindof shows what you're, you know,
just use machines, but we couldbe talking about, you know,
services and software and otherthings too. But, you know, you
always want to have benefits andcapabilities. You always want to
(09:08):
have solutions, right? What'stheir What's the story you tell
about how you help somebodysolve their pain points. So a
lot of that it should be visual,one of the benefits of a trade
shows that you can see somethingin action, you know, you want
Joey Strawn (09:21):
actually, to add in a little bullet right there and
be your sidekick on this. Youknow, I was looking at some
statistics and like 80% or moreof people that go to trade shows
are looking for productinformation or looking to see
new products and are looking toexperience them. And in the
olden days, the website was likean air of mystery and all these
(09:45):
things we can do but don't showthem the goods don't show them
that they've got to come to seeus at our yearly whatever to see
the goods and and you're sayingthat they shouldn't be doing it.
They should be doing theopposite of like, let's show But
what it is and does on thewebsite, as if they were there
holding it and touching
Nels Jensen (10:07):
it right. And so then when the next couple, you
know, figure out the layer ofquestions you get at a trade
show, you know, well, really,what about this? What about
that, including data to anotherone of my favorite topics?
Pricing? What is this going tocost? You know, so your website,
you know, you want to, you canqualify a lead in person at a
trade show, right, you just havea conversation, you figure out
(10:28):
what their level of, of, youknow, interest is, what's the
size of the company, what youknow, and you can do that on
your website as well.
configurators and calculatorsand various things like that,
where you can qualify lead, andyou know, if they want to,
basically, hey, here's sort ofthe parameters of what I'm
looking for. And you ought to beable to say, you know, hey,
we're gonna get back to you withwith a price almost, almost
(10:51):
instantly, or very quickly. But,you know, it's just the, the
digital behavior, right? We wehave digitally savvy people all
over the buying journey. Andthey you never know, when
they're looking for something athome, or they're looking at
something at home, I mean, at a,you know, when they're out and
out in the world remotely with aphone. So it's just, you know,
(11:12):
that questions you get at atrade show, you should be able
to answer on your website. Sothat's, that's the end of that,
you know, monologue, Oh,
Joey Strawn (11:21):
I love it, I really gravitate to this idea. And I'm
so happy that you've been,you've been preaching it on the
show, because it is, the idea ofyou should be in the past, you
would go to a trade show, it'dbe like, This is our chance to
really close the sales, we'regonna get our best salesman,
(11:43):
we're gonna send them to thistrade show, and they're gonna
wine and dine these prospects,and we're gonna get the, you
know, they're gonna hold theseproducts, and we're gonna blow
them away. And it was, you know,the event. And you know, it
softened a bit. I think thoseevents are still peak events.
For every industrial andindustrial marketer, don't get
me wrong, those are peak events,in any calendar in any in any
(12:04):
strategy. But it softens theneed for them to be so
mysterious in the fact that youcan show elements and you can
show specific features anddesigns and models and 3d
experiences on a website. Andyou can prospect with the same
types of questions you wouldlearn progressively on your site
(12:27):
or through a handful ofdifferent forms, or personal
follow ups is like thoseelements are available and very
willing to be used on websitesto exactly connect those dots.
And and this doesn't this doesnot become an either or this
isn't and yeah, write thisbecause actually, this is an ad.
Nels Jensen (12:47):
Yes, because just because you have the trade show
capabilities on your some ofthem on your website, you can
never replace the in personinfield experience, of
Joey Strawn (13:01):
course, and that's why we're so excited. And that's
why I think so many people arehappy to be getting back to
trade shows. I know the one thatI went to, at least once a day a
speaker mentioned And aren't weall glad to just be together
again, it's just it's on all ofour minds it's on the collective
conscience of the industry andon the society and I think that
(13:23):
that's why we're seeing thatResurgence is as we have
protocols as people are gettingmore safety conscious and public
conscious of of health concernsand things and as we get a more
contained control over thingsthe Resurgence is happening
because people long for thatpeople want that and honestly is
(13:43):
let's let's not even beat aroundthe bush it's a good sales
opportunity. I mean we see it Ithink so let's 82% of people at
trade shows have buying power.
Nels Jensen (13:53):
So that's that's my question for you here is do you
think moving forward that therewill actually be more vetting
will have taken place and peoplewill be farther down the journey
than before it's not so much amystery of oh, I'm gonna go see
what does Rockwell have thisyear? Or I'm gonna Oh, what does
(14:13):
ABB have this year? Whateverelse they are, they already know
and maybe there's a little moreintense when people show I'm
just curious if you think that'sthat's sort of my assumption is
that they're better informedbuyers. I don't know what do you
think is this is this is thisyours evolving like this?
Joey Strawn (14:33):
I think it is and here's the thing I really and I
don't have any data to back thisone up. This is a gut but I feel
like people are moving in thatdirection but the people that
right now are out are moreintent focused as the past I
don't think there's a lot oflooky loos being like hey, I'm
just gonna go to a crowd of1000s of people and hang out for
(14:54):
a week so I think the looky loovolume of people that were just
at the trade shows To see andexperience the trade shows, I
think that's declining. So thepercentage of people that have
buying power that are intentfocused or going there for a
specific reason, I think that isincreasing. So, you know, that's
why trade shows will currentlyand I think always matter is,
(15:18):
you know, you had mentioned thein person experiences, but
demonstrations, like being ableto sit down with competitors and
being mean customers andprospects, and demonstrate your
value and your services andanswer one on one questions, you
know, that exist on your site,but that you they can have that
personal connection? I mean,those types of things, I don't
(15:39):
think you can, there's not avalue you can put on that type
of thing. I would also say, theability to steal looks at your
competitors, you know, be like,hey, what's, what are they
doing? And now, a website click,and are getting this kind of
like, yeah, like, oh, well, oh,what's three M got going on over
there? Oh, I see. Oh, look atnice, you can get some ideas,
(16:02):
competitive advantage,competitive knowledge and
research, just for the, youknow, the price of admission.
Nels Jensen (16:09):
And there still is the value and innovation, it's
like, you still are going tolearn what people are working on
and what's around the nextcorner. You are focused
learning, you know, this, thereis a focus on your industry and
your needs. So maybe not yourspecific needs, but your sector
(16:30):
and your industry needs. Soyeah, there's there's definitely
a scale right there's there's ascale of information and
learning you can do in oneplace. So yeah, there's trust us
just because we say You know,you should always operate like a
trade show doesn't mean thatwe're anti trade. Because that's
this is this is a this is aboat, this is not an either or
(16:51):
this isn't a I still want
Joey Strawn (16:53):
to go and have the unveilings of the products. I
want to see, you know, the thenew hydro electrics, I want the
curtain to come up and I want tosee the new things. You know, I
want that experience. And so Idon't think you can take that
away. I think that to your pointis in not only it's a yes, and
it's a both and it's also, youknow, there is an evolution to
(17:15):
it. I think that there are newnormals that have been put in
place over the past couple yearsor new expectations just around
how we navigate through largegroups and societies and things
like that, that we should beprepared for. And you know, this
is one thing that all businessesindustrials alike should be
prepared for when getting backinto tradeshows and 2022. And
(17:36):
beyond. So just some things tokeep in mind. Obviously, anytime
you're sending a team out,there's going to be safety
protocols with the tro with theshows, you should expect that
you should expect some versionof you know, vaccination
requirements or proofs ofsomething, something, there will
be safety mandates, whether it'smasks or whatever, but you
(17:56):
should just be prepared toaccommodate and helping your
team who's going that should bea concern for you. And it
shouldn't be a concern fortradeshows. They'll take that
on, but just know that that'sgoing to be front and center, at
least for the next handful ofyears. I don't see that
dissipating anytime soon. Imean, else you may disagree, but
I kind of see that always at thefront of the messaging is is
(18:18):
going to be a safe one.
Nels Jensen (18:19):
We're going to be safe. So yeah, well, well, yeah.
You just be prepared, right?
Yeah, you're gonna be prepared.
The other things we've talkedabout, too, is that there's
going to be more of a hybridpresence. And this one has me a
little bit a little bitbefuddled, because I don't know
exactly what that is, you know,more and more, there's the, you
(18:42):
know, oh, use this QR code, orOh, fill out this, you know,
forum and that, you know, butwe, we previously had, oh, you
know, use our iPad to sign upfor our email, you know, or
whatever, there's still digitalgoals, there's still calls to
action that are going to driveto digital, but you know,
somebody, I'm not exactly surehow to relate this to
(19:02):
manufacturing. But somebodysaid, you should think of hybrid
events like an NFL game, they'veI used this before, the, you
know, it's a differentexperience in person than it is
on TV. And it's can be a greatexperience for each but it's not
the same experience. Like Isaid, I'm having a little bit of
a hard time figuring out how,you know, the on TV experience
(19:26):
wouldn't be a bad trade show.
But it's it's a good thoughtthat it's like, Yes, this is a
big deal. It can be a big dealfor both. Well, we're seeing.
Joey Strawn (19:36):
Right, that's the interesting thing is that this
is I think one of the thingsthat's going to be a new normal
in this world is that digitallayer, you know, we always have
QR codes, but I'm already seeingthings where it's like, alright,
you can spend x amount ofdollars and come to the show, or
you can spend less X amount ofdollars and get the digital
(19:58):
experience and what the digitalexperiences is live streams of
the keynote presentations andsession recordings of selected
sessions. So as opposed tositting in the room and
watching, you know, the speakergive the presentation, you get a
recording of it after it's done.
And you get to sit and watch alive stream of the keynotes as
they're being. But to your pointnow, like, the experience is
(20:20):
different, so I'm getting theeducation, I'm getting the
content, I'm getting theknowledge. But what I'm not
getting is to sit next to peersand colleagues, I'm not getting
to spy on the competition, orsome of the other advantages
that we talked about. So that'swhere really where I think the
decisions are going to come inis, well, is this a show that we
need to have a physical presenceat as part of the benefit? Or is
(20:44):
this a show where we're going tolearn and see? And could we get
by with a digital layer? Andit's, it's a level of
conversation or a level ofchoice that wasn't available
before? But will I think, justbe part of the norm in the
future?
Nels Jensen (21:00):
Yeah, the conference I was at, they were
fielding questions, and I'msitting in a room looking
around, there's a microphone upfront that nobody was at. And it
took me a couple of minutes togo, Oh, dude, they're taking
questions on a on a streamingplatform? You know, so?
Joey Strawn (21:13):
Exactly. It's like, well, I have my hand raised,
it's like, Well, someone postedon Twitter, it's like, oh, so
it's gonna be this weirdbalance, I think. But that's
where being ready and beingprepared comes into play. It's
like, you know, well, well, whatdo we do about collateral? If
we're going to be at a digitallayer? Do we need to have
business cards and brochures andvideos, it's like, well, maybe
(21:35):
you create a digital packet ofthose. So you can email them to
people that you connect with onthe app for the show, you know,
so there's going to beconsiderations of Well, we did
it this way in the past, butwhat was the purpose of us
having that collateral? Oh, toget that information to x person
at x company? Well, can we dothat via the new method as well,
(21:57):
you know, those types ofbalances. So I think that's
going to be really important.
But one of the things I think isgoing to be a key component for
future trade shows that youcan't really get with the
digital layer is the element ofthe one on one meetings, you
know, this industrial tradeshows do really well,
especially, you know, businessbusiness trade shows do this.
(22:17):
But, you know, there's thespeakers. And that's fine.
There's the exhibition hall withall the booths and the setups,
and that's good. But thenthere's, there's always a layer
where you can meet withprospects, you can schedule one
on one meetings with man I'vebeen trying to get in front of
so and so for years, and they'regonna be here, and they're set
setting up meetings. And sousing those really wisely,
(22:38):
because this may be one time ofthe year where they're popping
their head up, and you can getright in front of them. So
really using those as astrategic method of
communication, as opposed tojust saying, I'm going to
schedule a one on ones witheverybody and then just only
show up to the ones that make methe happiest that day. Don't
tell me you haven't done it.
(22:59):
Derek, if you're listening, Idon't know. But like, don't tell
me you haven't done it. I knowyou've done it. So don't do
that. You know, you use themwisely. Those should be those
should be the goal of going toan in person tradeshow is
getting in front of the people.
One on one eyeball to eyeballthat you want to talk to Yeah,
and you said
Nels Jensen (23:17):
booths, and I thought you were gonna say
booze? Because networking isobviously another benefit. No,
it's like, you know, you I lovethe power of networking. And
don't underestimate, you know,industry connections when you're
afraid you
Joey Strawn (23:37):
don't even tempt me with a hey, we're gonna go out
to a nice Mexican restaurantafter the conference, and we're
going to all talk business. Iwill be there like, yeah, no, I
agree. I thought you got mebecause the booze booths do
sound so similar. And that's sotrue. It's like, we make jokes
about like, oh, well, no one'sgoing on golf trips anymore. You
might take an afternoon at atrade show, you might. So you
(23:58):
know, use those wisely. Really?
Think about who you'reconnecting with? Why you're
connecting? And what would bethe value for both parties. You
know, don't just be like, Oh,I'm gonna go around and get all
the swag. I can I mean, do thatanyway, but yeah, well, I mean,
I'm
Nels Jensen (24:13):
wise. You mentioned I'm going to IMTS in a couple of
weeks and I'm really curious tosee the sort of digital live
connections even if it'sliterally that one on one
meeting, I've got to go youknow, log on to you know,
somebody or you know, sign in onsomebody's, you know, what you
see your, whatever their, thattheir station, so,
Joey Strawn (24:34):
I'm going to do some shameless promotion anyway,
is IMTS is doing this IMTS islaunching IMTS plus this year,
and it's a digital layer, it'seducation, it's ongoing content,
and they're even having an ICSplus creators lounge at the show
where people who make things inthe industrial sectors can go
and be interviewed byinfluencers and get their name
(24:55):
out there. And I mean, it's alllike, it's it's video powered.
It's it's a big thing. Andthey're doing it because a
digital layer is, is changingthe face of the game. I mean,
we're seeing this across theboard, I mean, their parts, and
everybody has their trade showswe could sit here for the rest
of the hour and just list themoff. But I mean, whether you go
to arrow death or world ofconcrete, there's designed to
(25:17):
parts that happen all over thecountry, national farm machinery
show fab Tech's, you know, youname it, there are shows and
trade shows that are happeningfor your industry that would be
valuable for you or yourcustomers. And so making sure
that you're looking at thoseexperiences and looking at those
options, really matters becauseyou may be familiar with IMTS.
(25:38):
But you're but you may not knowthat they have the IMTS plus
digital layer coming and youshould look into that you should
be exploring what those optionsare for you.
Nels Jensen (25:49):
And that IMTS plus creators Lounge is a
presentation of industrialstudios are new is an
experiential unit. So
Joey Strawn (26:00):
looking at you being self promotion Nels that's
so good. Yes, everyone shouldlook into industrial studios,
they can find it on our website,industrial marketing, industrial
strength marketing.com. But Ithink it's time now to head down
to the shop floor because weneed to put some of this trade
show knowledge into real,purposeful, actionable thoughts
(26:22):
for people. I mean, we've beenwaxing poetic pretty good about
this house. But what do youthink we go actually make this
Yeah, well, for people you let's
Nels Jensen (26:29):
let's make it pragmatic and practical and
slice and dice it so people can,you know, figure out what
they're doing in the trade showfrom
Joey Strawn (26:38):
all right head, let's head on down to the shop
flow.
Nels Jensen (26:43):
We're heading over to the exhibition hall.
Joey Strawn (26:46):
Oh, that you know what, I like that better
restaurant?
Nels Jensen (26:50):
How were booth the 336 800. So comes Yes,
Joey Strawn (26:55):
industrial market or booth 30 or whatever now
said. All right, here we are onthe trade show exhibition floor.
And we are going to list outsome things that you as
industrials and industrialmarketers need to think about
and be prepared for for tradeshows and 2022 and beyond. Now,
(27:15):
we've done some top five listsbefore now. But this one is more
of a breakdown. We have threesections we're going to go
through and we've got pre showsetup, you should think about
during show setup, you shouldthink about and post show things
you need to wrap this upfinally, well. So now let's
let's start with pre show andwe're talking like not like the
(27:37):
week. Yeah, we're talking likemonths before?
Nels Jensen (27:39):
Really there are two different components to
this. Right. There's there's thefar out decision or a go or no
go art. Yeah, that's your numberone thing intimately, your
vetting whether or not to go ispart of our pre show, you know,
so obviously, as with everythingwith marketing, right, what's
your what's your goal? What'syour, what's your company want
(28:02):
to accomplish? What are yougoing to bring? What's the value
add by going to this trade show?
So you really need to articulatethat and lift that list of
possibilities and see how theyalign with your other big
company goals and initiatives?
Joey Strawn (28:18):
Exactly. I mean, and adding in the layer that we
just talked about the decisionisn't even as easy as do we go
to this trade show? Or do we notgo to this trade show? That
decision now has extracomplications in it is do we go
to this trade show in person? Dowe go to this trade show only
the digital layer? Do we send,you know, one representative or
(28:40):
a team? You know, it becomes abit more complicated? So Oh,
yeah, we only get the, you know,IMTS exchange option where it's
the contact database and not therest of this stuff? You know, we
we there's a lot more in the nogo go decision. So that should
be made on purpose and early?
Nels Jensen (29:01):
Yeah, so do you?
Are you going to be anexhibitor? Or are you just going
to be an attendee, and then moreand more trade shows are adding
premium services to theirpricing? Right. So then it's
like, okay, is the basic entrygoing to work? Or do we need to
actually look at some of theseother options? So, yes, the
vetting of whether to go or notgo is important and don't put it
(29:24):
off? Because, you know, if youdecide to go late in the game,
it just makes it harder tosucceed with your goals.
Joey Strawn (29:34):
Yeah. So you've decided to go the second thing
you need and pre show is astrategy. This one you know, we
sound like a broken record. Iknow now, we talk strategy a lot
on the show, but it is of primeimportance, because if you don't
know what you're trying toaccomplish at the trade show,
then guess what, you won'taccomplish that. You know if if
(29:55):
you go with him is like we'regoing to go to this trade show
to get set. then leads from thisindustry with the services that
we sell. That is a more roundedgoal of well, okay, well, what
pieces now? Do we need to put inplace? Oh, well, I know what
team does sin because this teamcan talk about that service to
(30:15):
these types of industries waybetter, you know, so that helps
navigate the pieces that aregoing to be in play. But if you
don't have that strategy mappedout and have answered the
question of, why are we going tothis show, what do we want to
get out of it? And what are wewilling to invest that that
strategy layer will becritically missing?
Nels Jensen (30:33):
Sure. And it could be new equipment, new features
that you're you want to showoff? It could be you're going
after a new segment, it could bethat you're going after a new
industry sector? You know,they're all good reasons why to
go to a trade show. But the keypoint is, what's your strategy?
Joey Strawn (30:51):
And then once you have your strategy in place, the
third piece of your pre showprep is the marketing elements.
Which emails are you going tosend? And when? Are you going to
talk about it on social mediaand connect to the shows,
exhibitors and otherinfluencers? Yes, you probably
should, you know, what are yougoing to do with your sales
team? And what are you going toupdate on your website? You
(31:13):
know, there is a marketing planthat needs to be surrounding the
the elements and Nelson you wereeven mentioning, like
advertising opportunities withthe show, this should be part of
the marketing part, right?
Nels Jensen (31:25):
Yeah, and this, this is obviously much closer to
the event there doesn't, youknow, two months out, you know,
if you wanted to say, hey, wedecided to go to IMTS. I mean,
that's fine, there's a way toleverage that. But generally
speaking, we are talking aboutthe messaging, close up, it's
just sort of trying to piqueinterest in your participation
(31:46):
in that show, you know, yeah,just kind of, hey, we're gonna,
we're gonna be there, or, Hey,we're gonna have the digital
presence or our, you know, ourexperts going to be speaking
that this panel or, you know,whatever, there's definitely pre
event marketing, you should be
Joey Strawn (32:04):
expand. And you know, that last piece of that,
as you said, you know, it may beas simple as, hey, we're going
to be at so and so's show, ifyou want to schedule time to
talk with us while we're there,because you're also going to be
there, fill out this form andget on a calendar. And it could
be your prepping, to have thosein person meetings that we
talked about being so importantahead of time. I mean, and those
(32:25):
are the big three criticalfactors for this pre show part.
So the go, no go decision, thestrategy, and then your
marketing elements to supportthat strategy. So now, we're
moving into the second piece ofthis during the show, this is a
big deal. This is the show, thisis the big show, you know, now
so we've put three things thatwe think that you need in order
(32:46):
to accommodate this, and one isthe team, you need the right
people to talk about the rightthings for the right audiences.
So if you've got your stellar ateam that always goes to trade
shows, great. But if you don'tfind the people who are
passionate about the services,and the strategy and the goals
(33:07):
that you have, and who we'regoing to represent you really
well, and get those as your ateam create the best team for
the show, make sure that it'snot just anybody who can say
stuff about your business. Yeah,the right team for the show.
Nels Jensen (33:23):
Yeah, and the the alignment of what you're
communicating, and why and whatthe goals are, share the goals,
right? It's and you want yourteam to be cohesive to you want
to make sure that you know,you're you're flying the company
colors, you're wearing the thepolo shirts or the vests or, you
(33:43):
know, how do you how do youstand out in the crowd? And
how's it clear that oh, yeah,these people are from
industrial, you know? Yeah. Orthey are here
Joey Strawn (33:52):
on your purpose?
Yes. Yeah. I mean, and that's aperfect segue now into the
second part of your during showactivities is the collateral,
the shirts, and the hats and thevests and the look alikes,
that's all part of thecollateral, but also your
brochures, your one sheeters,your swag, the handouts that
you're giving, you know, thoseshould be thought of those
(34:13):
should be cohesive andbeneficial. Those should be
things that you have on purpose,and as we talked about before,
thinking through the layers ofthe show's purpose. So, oh,
we've got a bunch of brochures,we'll do you have a digital
packet of all of your brochuresthat you can email someone who
doesn't want to carry around abunch of paper?
Nels Jensen (34:34):
Yeah, yeah. So here's, and that's what I'm
really curious to see how thatplays out at IMTS. Because I'm
getting to, you know, maybethere's a few pieces that are
displays of paper, but it'slargely, you know, we know you
don't really want this paper,here's the here's the digital.
You know, I'm gonna get itwrong. QR codes everywhere,
(34:55):
right?
Joey Strawn (34:55):
There'll be QR codes. We'll have our satchels.
We all get the free bags and welove Have a bit after day one.
If that bag may not be aroundanymore, we know that I know
that Derek. But that's what sothink about all the pieces that
need to be in play. And that'swhat they're wearing, what
they're giving, and what todigitally be able to share. And
(35:17):
then the last piece of yourduring show activities should be
the continuation of yourmarketing messaging, you should
have emails that are scheduledto go out during the show with
either recaps of the day or, youknow, calls to meet you the next
day, you should have socialmedia posts that are going out
or that are happening live, orusing social to stream live
(35:40):
events. I mean, now, so you weretalking about, you know, using
the streaming abilities to getcontent out at the show, even if
you're not an exhibitor. Yeah,
Nels Jensen (35:49):
and, and you might not be part of the official
streaming activity by the showsponsors. But you know, you can
do a Facebook Live, it's notexactly a call, whatever. But I
think the key here in yourmessaging is, what's your call
to action? What do you actuallywant the viewer to do? So is it,
you know, check in as our experttalks on the panel, or is it you
(36:15):
know, download the, theinformation on our new product,
or new machine or new service,you know, it's, you know, have
the call to action.
Joey Strawn (36:25):
Right? I agree. And also on the social sphere, don't
forget just connecting withpeople that you've met, don't
hope to remember to do it laterand forget to connect with them
on LinkedIn, go ahead and startconnecting and making those
connections as the day is goingon. And so yeah, those are the
three those kind of wrap up thethree during show elements. So
you got the team, thecollateral, and the message. And
(36:48):
then post show, we've got threemore elements and activities,
you need to focus on post show,because now that the show's
done, your job is not so don'tthink that you've got the first
element is follow up messaging,you should have emails that are
going out, you should havesocial that's going out, you
should have you know, yoursales, I just aim,
Nels Jensen (37:07):
I just I just thought of one to, you know,
throw a wrench in the order ofyour progression here. But post
show, hey, don't forget to takedown that website thing that
says Come visit us at tradeshow, you know how? Because you
know, we will see all sorts, yousee it every year. It's like,
oh, we're at Fabtech. And it'slike, yeah, that ended, like
four, four days ago. So lastweek, no,
Joey Strawn (37:29):
you gotta get that banner down on your website,
Derek.
Nels Jensen (37:33):
Popped popped into my head, I'm sorry. So post
show, Joey, what are the threeelements that you really should
be planning for post show,
Joey Strawn (37:41):
honestly, that first when it makes its follow
up messaging and removal ofprevious post historical
messaging. And that's the firstone is making sure that your
communications are still goingout. If you have emails, wrap
ups that need to go out, if youhave social posts, if you have
website updates that need tohappen, make sure that that's
all being done. But the secondelement is probably the most
(38:04):
important element is the salesoutreach, you know, you the
purpose of the show is to makethe connections is to get that
reach is to get those eyeballson you use that well, you know,
put those names in your CRM, tagthem with the right sources, add
correct notes. I know, it's Iknow it's admin. I know, it's
boring, and nobody likes it, butdo it anyway, you know, reach
(38:25):
out to those salespeople. Imean, Nelson, we talked about
having collateral and, andcontent to be able to share, but
like sales outreach needs to bepicking up after the show and
really, really make you know,connecting those dots.
Nels Jensen (38:40):
Yeah, it's it's discipline, right? It's, you
know, you made all theseconnections, you qualified a few
leads, you know, your CRM shouldbe very active, or you should be
active in your CRM immediatelyafter a trade show.
Joey Strawn (38:58):
And then here's the last piece, and I bet no one's
gonna be surprised. I said this,the data, the results, we
started this by saying that youneed to have a strategy of like,
well, what are we hoping toaccomplish at the show? Well,
the last thing you need to bedoing is answering the question,
did we accomplish that? How manyleads did we get? What leads
(39:19):
turned into, you know, goodopportunities? What are the
what's the revenue associatedwith those opportunities? What's
the lifetime value associatedwith any of those that could
close and therefore does it makeour investment and our time
worth it? It there needs to besome version of a results wrap
up, unless it was just a goodexperience that everybody had.
Nels Jensen (39:42):
Yeah, well, your results you're talking some of
these are short term and you cantell you know, have some metrics
per show. And then you alsomentioned some that are
longtail, right? What's the whatwas the attributable revenue to
that trade show? You may notknow that exactly. For couple of
years. But if you've done a goodjob of putting that into CRM,
(40:04):
you'll have that attribution. Soeventually, yes, you'll be able
to know that trade shows are along play, right? It's AR, it's
there's a lot of brand awarenesskind of approach to it, even
though you have more people withbuying intent than you did in
the past. But it's, you know,it's got short term impacts, and
it's got long term impacts.
Joey Strawn (40:26):
Right, it's not a set it and forget it, it's not a
one time thing, it is a longplay. And it shouldn't be
thought of as such, you know,starting back from our
beginning, pre show, we'rethinking four to four to five
months prior, you know, it's theone the go, no go decision to
the strategy, and three, themarketing elements to support
it. You know, if during show,you've got your team, you've got
(40:49):
your collateral, and you've gotyour messaging, and then post
show, you've got the follow upmessaging, you've got your
sales, outreach, and CRM inputs,and you've got your wrap up
reports, you've got yourresults, monitoring, and, and
those between those nineelements and broken down over
those three categories, youshould be able to have a
recurring, well planned andstrategically minded trade show
(41:12):
formula every single year, nomatter what show, you're going
to no matter what industryyou're in, if you're able to put
those things into practice, youshould be able to turn around a
value and revenue value out ofthe trade shows that you're
going because let's be honest,it's an exciting new world, it's
a brave new world, let's put itthat way to get into tradeshows.
(41:33):
And we all want to be out and wefeel the need to be connected
again. And you know, now you andI are both going to be at IMTS.
You know, at different times,we're both going to be there and
experiencing this world. So youknow, by the way, guys, if
you're at IMTS, to keep alookout for Nelson, I will be
walking around with ourindustrial or industrial
(41:55):
marketing shirts on so we'll bethere. And, you know, we want
this to be something that we asan industry can do for a long
time. And we want value, we wantto get back to a place where
this is a known activity ofvalue every single year. But it
caught it takes work and ittakes preparation. Now, any any
(42:16):
final thoughts? Yeah, he goesway wrap up, no
Nels Jensen (42:18):
joy, joy, you lined out a really clear process, you
know, a path for somebody tohave some success. It's a good
plan, you follow it and you willbenefit. So nice, nice work.
Joey Strawn (42:34):
Well, thank you.
I'm glad we I mean, we put thisoutline together, together. And
so I hope that our listeners asindustrial marketers are able to
take it and learn from it andgrow. And honestly, if you have
tips, if you have things thathave helped you in your trade,
show prep, and planning and evenreporting, let us know, send us
an email at podcast atindustrial marketer.com. And let
(42:54):
us know some of your stories. Wemay even share some on the air
if you share some good ones,give us your tips for trade
shows and what have made themvaluable for you and your
industrial teams, we really wantto hear that. If you haven't
already. Follow us on socialmedia, we're on Facebook, we're
on. Were on all the LinkedInads, where you can go to our
(43:14):
website, industrialmarketer.com. And we have
content that's coming out anddropping there on the regular
all about things that industrialmarketers care about all across
the spectrum. So if you're notsubscribed to our newsletter
there or following us on social,please do. And as always, if you
haven't listened to previousepisodes of the show, we've got
a whole archive of greatepisodes, and you should be
(43:37):
subscribed to our show. So everymonth, you get the best
industrial marketer contentright into your ear balls. So
you know, subscribe on yourphone, subscribe on all your
family's phones, subscribe onyour neighbor's phones. It's a
great Christmas present. And nowthat school starting back,
everyone needs the attention. Solet's do it together. And now I
hope we can go into this fallseason of trade shows with our
(44:00):
flags high flying high and get alot of leads for our industrial
counterparts.
Nels Jensen (44:08):
All right, see you at the show. See at the show.
Welcome back everybody to another episode of
the industrial Marketer Podcastyour place for the tips, tech
trends and tactics forindustrials who care about
driving leads and revenue totheir businesses. I'm so excited
to have you guys back today. I'mone of your hosts you all know
me industrial marketer IRL, JoeyStrawn, and I am joined as
(00:23):
always by my favorite colleaguestop and Nels the roses, Nelson
Jensen, how are you today, myfriends.
Nels Jensen (00:32):
I will be smelling the roses. At some point today
for sure. You've inspired me toget outside and
Joey Strawn (00:37):
It's a beautiful we're ending summer we're
wrapping up it we're gettinginto the season where not
flowers bloom. But you know,spirits are soaring people are
going back to schools,businesses are frolicking in the
fields of trade shows. And sothat's why today, we decided to
(00:58):
dedicate an episode to tradeshows. I mean, now, how
important have trade shows beenjust in general, like, we don't
have to dive in yet. But I mean,my goodness, trade shows what a
topic right?
Nels Jensen (01:09):
Oh, this is the fulcrum of manufacturing,
marketing. You know, if you justthink about the legacy and the
history and the future. This isa this is a great topic. I'm
kind of surprised. We haven't,you know, gotten into this yet.
So let's,
Joey Strawn (01:27):
I agree. And I actually think I know why we
haven't gotten into it yet. AndI think other people have to,
but we'll talk about that. Butyeah, this is an exciting topic.
Because whether no matter whereyou are on the industrial
marketing spectrum, if you'rethe marketer at the bottom
level, you're getting sent tothe trade shows, and you need to
know why they're there. And whatyou need to be accomplishing. If
(01:48):
you're at the top levels of thepyramid. And you're deciding
whether or not your budget needsto be reallocated back to trade
shows, this is a topic thatyou're thinking about. So this
is something that it almost feltlike got put on pause for a
couple of years. But now it'sback trade shows are back, you'd
probably have been to a couple,heck, you may be listening to
(02:09):
being like we'd never stopped togo and trade shows. So no matter
where you fall on the spectrum,today, Nelson, I are going to
dive into why trade shows matterfor industrial marketers, for IT
manufacturers for businessesthat are in the industrial
spectrum, you know, what theylooked like in the past what
happened to them over the pastcouple of years, and really what
(02:31):
we can expect looking forwardand really where our priorities
need to be in this new era oftrade shows, or maybe not new
era of trade shows, listen andfind out we're gonna dive in all
of it. So.
Nels Jensen (02:45):
And I would argue this is a new age of trade
shows. And I think we can touchon some of the reasons why but
it's like, you know, thepandemic came along, and trade
shows declined. And how manyarticles did we read like? Well,
for one thing, we've alwayswe've talked about this, oh,
this is the end of emailmarketing.
Joey Strawn (03:07):
Email marketing is dead.
Nels Jensen (03:10):
You know, trade shows will never be the force
they were before we read a fewof those articles too. And
that's not true, either. But theit will be honest, though. My
point was that, you know,actually, trade shows were sort
of at the, I don't want to saythe end of their product
lifecycle. But they were, theywere not they were not evolving
(03:31):
as fast as they needed to iswhat I've read, right I can
speak to is basically everythingI've read is that, you know, the
more that, you know, behavioralchanges, buying patterns change,
just the volume of research bydigital savvy people, you know,
was that trade shows were losingtheir effectiveness, prior to
(03:53):
the pandemic, that does it. Andlike, like everything you have
to evolve, but but let's behonest, that the pandemic
certainly accelerated theevolution of trade ships.
Joey Strawn (04:03):
I couldn't agree more. And I think that's really
and honestly, that was my snideanswer at the beginning of why
we haven't talked about this.
You know, we've been on the airfor about two years now. And
that was right in the middle ofCOVID-19, when all the shutdowns
were happening, so it wasn'treally a big topic of
conversation last year or theyear before. I mean, you said
you felt it, I was looking intosome stats just before the
(04:25):
episode. And like there areexhibition industry studies that
are showing starting in 2020.
There's like a 68 to 70% declineof exhibition of the exhibition
industry in totality. So that'strade shows, that's exhibition
halls that's across the board.
People just weren't usingexhibition halls or exhibition
(04:45):
spaces for trade shows for thosebecause they all got canceled.
They all got put on hold and ifyou go to Fabtech or arrow def
or some of these other shows,you felt it you know, because
you probably already had spacesreserved and then The shows got
canceled. So
Nels Jensen (05:01):
I'm surprised.
Yeah, thing. I'm surprised thatnumber actually wasn't hired to
be honest with you.
Joey Strawn (05:07):
I think there's, there's 30% of the population is
just like workout with anyway,you know what you are not
canceling our world of concreteor I think they actually did.
But anyway, whatever it may be,they just dove in. And honestly,
to your point, you know, tradeshows were evolving. Before that
we were seeing digital layers ofthings like, oh, be sure to scan
(05:29):
this QR code and make sure thatanswer this poll or whatever.
And we saw things like thatbefore COVID-19, before the
pandemic, but I'll tell you, oneof the things we'll talk about
in this episode is how necessaryand how vital that digital layer
or that digital vein is to tradeshows in now. And in the future,
(05:50):
it's not a matter of, oh,there's going to be some nifty
little extras in the digitallayer. Sometimes that may be all
that you get. So the wholeaspect of things is sort of
shifting. I mean, we we areseeing that resurgence. That's
what I think is encouragingthough now says like, again, you
know, me numbers, I was lookinginto some of these beforehand.
(06:12):
And then 2021, the average forbusinesses to take part in
national events was up again tolike 6.4 for business on
average. So trade shows, vendorexhibitions, things like that
are on the rise. And I mean,I've already been to at least
one this year, I think you'veyou're going to
Nels Jensen (06:34):
Yeah, I went to a conference in in May. Right?
That, yeah,
Joey Strawn (06:37):
so we're even getting more out there. And so,
you know, we're seeing it, we'refeeling it, I think that, you
know, the pandemic, like otherthings accelerated that process,
I think they were probably, youknow, I'm not gonna put it I'm
not gonna say this for everyindustrial marketer out there.
But I'm gonna say it for some ofus, there needed to be an
(06:59):
evolution within the industrialtrade market sector to compete
with things like the ConsumerElectronics Show are the comic
cons that we're really exploringwhat trade shows could be and
do. And this really forced a lotof show practitioners to look
into that to really say, Well,what can we do with the digital
(07:21):
layer? What could we do withlimited services, or one on
ones?
Nels Jensen (07:26):
So you've heard me talk about this before, but your
website, you know, really shouldbe a reflection of a tradeshow?
Right, whatever you haveavailable at a trade show, you
should have always on on yourwebsite, right. And I think the
other reason for that is that,you know, the pandemic didn't
just shut down tradeshows italso shut down personal sales
networks, where people couldYes, you know, no longer just
(07:50):
hit the road and go see alltheir clients and prospects, or
if they did, it was in in a realstilted sort of tempered
environment. So right, yes, therush to become more digitally
savvy was real. And I think thathas helped people understand the
relationship between a tradeshow and the sort of source
(08:15):
material that's alwaysavailable, right.
Joey Strawn (08:17):
And he and I want to dive into this with you,
because you, I've heard you talkabout this on the show. And I
was so excited to talk aboutthis topic, because I knew we
were gonna give nails aplatform. So now I want to give
you the opportunity to explainon the show a handful of times
you've said you, even thoughtrade shows are shut down and
the pandemic you need to alwaysbe acting and presenting
(08:39):
yourself. On your website,specifically we've mentioned but
just in general, always bepresenting yourself like you're
at a trade show. And what do youmean by that? Like
Nels Jensen (08:48):
what's so Right, right. So you, you know, you
want to show product featuresand capabilities. So you know,
what, what's the demo that kindof shows what you're, you know,
just use machines, but we couldbe talking about, you know,
services and software and otherthings too. But, you know, you
always want to have benefits andcapabilities. You always want to
(09:08):
have solutions, right? What'stheir What's the story you tell
about how you help somebodysolve their pain points. So a
lot of that it should be visual,one of the benefits of a trade
shows that you can see somethingin action, you know, you want
Joey Strawn (09:21):
actually, to add in a little bullet right there and
be your sidekick on this. Youknow, I was looking at some
statistics and like 80% or moreof people that go to trade shows
are looking for productinformation or looking to see
new products and are looking toexperience them. And in the
olden days, the website was likean air of mystery and all these
(09:45):
things we can do but don't showthem the goods don't show them
that they've got to come to seeus at our yearly whatever to see
the goods and and you're sayingthat they shouldn't be doing it.
They should be doing theopposite of like, let's show But
what it is and does on thewebsite, as if they were there
holding it and touching
Nels Jensen (10:07):
it right. And so then when the next couple, you
know, figure out the layer ofquestions you get at a trade
show, you know, well, really,what about this? What about
that, including data to anotherone of my favorite topics?
Pricing? What is this going tocost? You know, so your website,
you know, you want to, you canqualify a lead in person at a
trade show, right, you just havea conversation, you figure out
(10:28):
what their level of, of, youknow, interest is, what's the
size of the company, what youknow, and you can do that on
your website as well.
configurators and calculatorsand various things like that,
where you can qualify lead, andyou know, if they want to,
basically, hey, here's sort ofthe parameters of what I'm
looking for. And you ought to beable to say, you know, hey,
we're gonna get back to you withwith a price almost, almost
(10:51):
instantly, or very quickly. But,you know, it's just the, the
digital behavior, right? We wehave digitally savvy people all
over the buying journey. Andthey you never know, when
they're looking for something athome, or they're looking at
something at home, I mean, at a,you know, when they're out and
out in the world remotely with aphone. So it's just, you know,
(11:12):
that questions you get at atrade show, you should be able
to answer on your website. Sothat's, that's the end of that,
you know, monologue, Oh,
Joey Strawn (11:21):
I love it, I really gravitate to this idea. And I'm
so happy that you've been,you've been preaching it on the
show, because it is, the idea ofyou should be in the past, you
would go to a trade show, it'dbe like, This is our chance to
really close the sales, we'regonna get our best salesman,
(11:43):
we're gonna send them to thistrade show, and they're gonna
wine and dine these prospects,and we're gonna get the, you
know, they're gonna hold theseproducts, and we're gonna blow
them away. And it was, you know,the event. And you know, it
softened a bit. I think thoseevents are still peak events.
For every industrial andindustrial marketer, don't get
me wrong, those are peak events,in any calendar in any in any
(12:04):
strategy. But it softens theneed for them to be so
mysterious in the fact that youcan show elements and you can
show specific features anddesigns and models and 3d
experiences on a website. Andyou can prospect with the same
types of questions you wouldlearn progressively on your site
(12:27):
or through a handful ofdifferent forms, or personal
follow ups is like thoseelements are available and very
willing to be used on websitesto exactly connect those dots.
And and this doesn't this doesnot become an either or this
isn't and yeah, write thisbecause actually, this is an ad.
Nels Jensen (12:47):
Yes, because just because you have the trade show
capabilities on your some ofthem on your website, you can
never replace the in personinfield experience, of
Joey Strawn (13:01):
course, and that's why we're so excited. And that's
why I think so many people arehappy to be getting back to
trade shows. I know the one thatI went to, at least once a day a
speaker mentioned And aren't weall glad to just be together
again, it's just it's on all ofour minds it's on the collective
conscience of the industry andon the society and I think that
(13:23):
that's why we're seeing thatResurgence is as we have
protocols as people are gettingmore safety conscious and public
conscious of of health concernsand things and as we get a more
contained control over thingsthe Resurgence is happening
because people long for thatpeople want that and honestly is
(13:43):
let's let's not even beat aroundthe bush it's a good sales
opportunity. I mean we see it Ithink so let's 82% of people at
trade shows have buying power.
Nels Jensen (13:53):
So that's that's my question for you here is do you
think moving forward that therewill actually be more vetting
will have taken place and peoplewill be farther down the journey
than before it's not so much amystery of oh, I'm gonna go see
what does Rockwell have thisyear? Or I'm gonna Oh, what does
(14:13):
ABB have this year? Whateverelse they are, they already know
and maybe there's a little moreintense when people show I'm
just curious if you think that'sthat's sort of my assumption is
that they're better informedbuyers. I don't know what do you
think is this is this is thisyours evolving like this?
Joey Strawn (14:33):
I think it is and here's the thing I really and I
don't have any data to back thisone up. This is a gut but I feel
like people are moving in thatdirection but the people that
right now are out are moreintent focused as the past I
don't think there's a lot oflooky loos being like hey, I'm
just gonna go to a crowd of1000s of people and hang out for
(14:54):
a week so I think the looky loovolume of people that were just
at the trade shows To see andexperience the trade shows, I
think that's declining. So thepercentage of people that have
buying power that are intentfocused or going there for a
specific reason, I think that isincreasing. So, you know, that's
why trade shows will currentlyand I think always matter is,
(15:18):
you know, you had mentioned thein person experiences, but
demonstrations, like being ableto sit down with competitors and
being mean customers andprospects, and demonstrate your
value and your services andanswer one on one questions, you
know, that exist on your site,but that you they can have that
personal connection? I mean,those types of things, I don't
(15:39):
think you can, there's not avalue you can put on that type
of thing. I would also say, theability to steal looks at your
competitors, you know, be like,hey, what's, what are they
doing? And now, a website click,and are getting this kind of
like, yeah, like, oh, well, oh,what's three M got going on over
there? Oh, I see. Oh, look atnice, you can get some ideas,
(16:02):
competitive advantage,competitive knowledge and
research, just for the, youknow, the price of admission.
Nels Jensen (16:09):
And there still is the value and innovation, it's
like, you still are going tolearn what people are working on
and what's around the nextcorner. You are focused
learning, you know, this, thereis a focus on your industry and
your needs. So maybe not yourspecific needs, but your sector
(16:30):
and your industry needs. Soyeah, there's there's definitely
a scale right there's there's ascale of information and
learning you can do in oneplace. So yeah, there's trust us
just because we say You know,you should always operate like a
trade show doesn't mean thatwe're anti trade. Because that's
this is this is a this is aboat, this is not an either or
(16:51):
this isn't a I still want
Joey Strawn (16:53):
to go and have the unveilings of the products. I
want to see, you know, the thenew hydro electrics, I want the
curtain to come up and I want tosee the new things. You know, I
want that experience. And so Idon't think you can take that
away. I think that to your pointis in not only it's a yes, and
it's a both and it's also, youknow, there is an evolution to
(17:15):
it. I think that there are newnormals that have been put in
place over the past couple yearsor new expectations just around
how we navigate through largegroups and societies and things
like that, that we should beprepared for. And you know, this
is one thing that all businessesindustrials alike should be
prepared for when getting backinto tradeshows and 2022. And
(17:36):
beyond. So just some things tokeep in mind. Obviously, anytime
you're sending a team out,there's going to be safety
protocols with the tro with theshows, you should expect that
you should expect some versionof you know, vaccination
requirements or proofs ofsomething, something, there will
be safety mandates, whether it'smasks or whatever, but you
(17:56):
should just be prepared toaccommodate and helping your
team who's going that should bea concern for you. And it
shouldn't be a concern fortradeshows. They'll take that
on, but just know that that'sgoing to be front and center, at
least for the next handful ofyears. I don't see that
dissipating anytime soon. Imean, else you may disagree, but
I kind of see that always at thefront of the messaging is is
(18:18):
going to be a safe one.
Nels Jensen (18:19):
We're going to be safe. So yeah, well, well, yeah.
You just be prepared, right?
Yeah, you're gonna be prepared.
The other things we've talkedabout, too, is that there's
going to be more of a hybridpresence. And this one has me a
little bit a little bitbefuddled, because I don't know
exactly what that is, you know,more and more, there's the, you
(18:42):
know, oh, use this QR code, orOh, fill out this, you know,
forum and that, you know, butwe, we previously had, oh, you
know, use our iPad to sign upfor our email, you know, or
whatever, there's still digitalgoals, there's still calls to
action that are going to driveto digital, but you know,
somebody, I'm not exactly surehow to relate this to
(19:02):
manufacturing. But somebodysaid, you should think of hybrid
events like an NFL game, they'veI used this before, the, you
know, it's a differentexperience in person than it is
on TV. And it's can be a greatexperience for each but it's not
the same experience. Like Isaid, I'm having a little bit of
a hard time figuring out how,you know, the on TV experience
(19:26):
wouldn't be a bad trade show.
But it's it's a good thoughtthat it's like, Yes, this is a
big deal. It can be a big dealfor both. Well, we're seeing.
Joey Strawn (19:36):
Right, that's the interesting thing is that this
is I think one of the thingsthat's going to be a new normal
in this world is that digitallayer, you know, we always have
QR codes, but I'm already seeingthings where it's like, alright,
you can spend x amount ofdollars and come to the show, or
you can spend less X amount ofdollars and get the digital
(19:58):
experience and what the digitalexperiences is live streams of
the keynote presentations andsession recordings of selected
sessions. So as opposed tositting in the room and
watching, you know, the speakergive the presentation, you get a
recording of it after it's done.
And you get to sit and watch alive stream of the keynotes as
they're being. But to your pointnow, like, the experience is
(20:20):
different, so I'm getting theeducation, I'm getting the
content, I'm getting theknowledge. But what I'm not
getting is to sit next to peersand colleagues, I'm not getting
to spy on the competition, orsome of the other advantages
that we talked about. So that'swhere really where I think the
decisions are going to come inis, well, is this a show that we
need to have a physical presenceat as part of the benefit? Or is
(20:44):
this a show where we're going tolearn and see? And could we get
by with a digital layer? Andit's, it's a level of
conversation or a level ofchoice that wasn't available
before? But will I think, justbe part of the norm in the
future?
Nels Jensen (21:00):
Yeah, the conference I was at, they were
fielding questions, and I'msitting in a room looking
around, there's a microphone upfront that nobody was at. And it
took me a couple of minutes togo, Oh, dude, they're taking
questions on a on a streamingplatform? You know, so?
Joey Strawn (21:13):
Exactly. It's like, well, I have my hand raised,
it's like, Well, someone postedon Twitter, it's like, oh, so
it's gonna be this weirdbalance, I think. But that's
where being ready and beingprepared comes into play. It's
like, you know, well, well, whatdo we do about collateral? If
we're going to be at a digitallayer? Do we need to have
business cards and brochures andvideos, it's like, well, maybe
(21:35):
you create a digital packet ofthose. So you can email them to
people that you connect with onthe app for the show, you know,
so there's going to beconsiderations of Well, we did
it this way in the past, butwhat was the purpose of us
having that collateral? Oh, toget that information to x person
at x company? Well, can we dothat via the new method as well,
(21:57):
you know, those types ofbalances. So I think that's
going to be really important.
But one of the things I think isgoing to be a key component for
future trade shows that youcan't really get with the
digital layer is the element ofthe one on one meetings, you
know, this industrial tradeshows do really well,
especially, you know, businessbusiness trade shows do this.
(22:17):
But, you know, there's thespeakers. And that's fine.
There's the exhibition hall withall the booths and the setups,
and that's good. But thenthere's, there's always a layer
where you can meet withprospects, you can schedule one
on one meetings with man I'vebeen trying to get in front of
so and so for years, and they'regonna be here, and they're set
setting up meetings. And sousing those really wisely,
(22:38):
because this may be one time ofthe year where they're popping
their head up, and you can getright in front of them. So
really using those as astrategic method of
communication, as opposed tojust saying, I'm going to
schedule a one on ones witheverybody and then just only
show up to the ones that make methe happiest that day. Don't
tell me you haven't done it.
(22:59):
Derek, if you're listening, Idon't know. But like, don't tell
me you haven't done it. I knowyou've done it. So don't do
that. You know, you use themwisely. Those should be those
should be the goal of going toan in person tradeshow is
getting in front of the people.
One on one eyeball to eyeballthat you want to talk to Yeah,
and you said
Nels Jensen (23:17):
booths, and I thought you were gonna say
booze? Because networking isobviously another benefit. No,
it's like, you know, you I lovethe power of networking. And
don't underestimate, you know,industry connections when you're
afraid you
Joey Strawn (23:37):
don't even tempt me with a hey, we're gonna go out
to a nice Mexican restaurantafter the conference, and we're
going to all talk business. Iwill be there like, yeah, no, I
agree. I thought you got mebecause the booze booths do
sound so similar. And that's sotrue. It's like, we make jokes
about like, oh, well, no one'sgoing on golf trips anymore. You
might take an afternoon at atrade show, you might. So you
(23:58):
know, use those wisely. Really?
Think about who you'reconnecting with? Why you're
connecting? And what would bethe value for both parties. You
know, don't just be like, Oh,I'm gonna go around and get all
the swag. I can I mean, do thatanyway, but yeah, well, I mean,
I'm
Nels Jensen (24:13):
wise. You mentioned I'm going to IMTS in a couple of
weeks and I'm really curious tosee the sort of digital live
connections even if it'sliterally that one on one
meeting, I've got to go youknow, log on to you know,
somebody or you know, sign in onsomebody's, you know, what you
see your, whatever their, thattheir station, so,
Joey Strawn (24:34):
I'm going to do some shameless promotion anyway,
is IMTS is doing this IMTS islaunching IMTS plus this year,
and it's a digital layer, it'seducation, it's ongoing content,
and they're even having an ICSplus creators lounge at the show
where people who make things inthe industrial sectors can go
and be interviewed byinfluencers and get their name
(24:55):
out there. And I mean, it's alllike, it's it's video powered.
It's it's a big thing. Andthey're doing it because a
digital layer is, is changingthe face of the game. I mean,
we're seeing this across theboard, I mean, their parts, and
everybody has their trade showswe could sit here for the rest
of the hour and just list themoff. But I mean, whether you go
to arrow death or world ofconcrete, there's designed to
(25:17):
parts that happen all over thecountry, national farm machinery
show fab Tech's, you know, youname it, there are shows and
trade shows that are happeningfor your industry that would be
valuable for you or yourcustomers. And so making sure
that you're looking at thoseexperiences and looking at those
options, really matters becauseyou may be familiar with IMTS.
(25:38):
But you're but you may not knowthat they have the IMTS plus
digital layer coming and youshould look into that you should
be exploring what those optionsare for you.
Nels Jensen (25:49):
And that IMTS plus creators Lounge is a
presentation of industrialstudios are new is an
experiential unit. So
Joey Strawn (26:00):
looking at you being self promotion Nels that's
so good. Yes, everyone shouldlook into industrial studios,
they can find it on our website,industrial marketing, industrial
strength marketing.com. But Ithink it's time now to head down
to the shop floor because weneed to put some of this trade
show knowledge into real,purposeful, actionable thoughts
(26:22):
for people. I mean, we've beenwaxing poetic pretty good about
this house. But what do youthink we go actually make this
Yeah, well, for people you let's
Nels Jensen (26:29):
let's make it pragmatic and practical and
slice and dice it so people can,you know, figure out what
they're doing in the trade showfrom
Joey Strawn (26:38):
all right head, let's head on down to the shop
flow.
Nels Jensen (26:43):
We're heading over to the exhibition hall.
Joey Strawn (26:46):
Oh, that you know what, I like that better
restaurant?
Nels Jensen (26:50):
How were booth the 336 800. So comes Yes,
Joey Strawn (26:55):
industrial market or booth 30 or whatever now
said. All right, here we are onthe trade show exhibition floor.
And we are going to list outsome things that you as
industrials and industrialmarketers need to think about
and be prepared for for tradeshows and 2022 and beyond. Now,
(27:15):
we've done some top five listsbefore now. But this one is more
of a breakdown. We have threesections we're going to go
through and we've got pre showsetup, you should think about
during show setup, you shouldthink about and post show things
you need to wrap this upfinally, well. So now let's
let's start with pre show andwe're talking like not like the
(27:37):
week. Yeah, we're talking likemonths before?
Nels Jensen (27:39):
Really there are two different components to
this. Right. There's there's thefar out decision or a go or no
go art. Yeah, that's your numberone thing intimately, your
vetting whether or not to go ispart of our pre show, you know,
so obviously, as with everythingwith marketing, right, what's
your what's your goal? What'syour, what's your company want
(28:02):
to accomplish? What are yougoing to bring? What's the value
add by going to this trade show?
So you really need to articulatethat and lift that list of
possibilities and see how theyalign with your other big
company goals and initiatives?
Joey Strawn (28:18):
Exactly. I mean, and adding in the layer that we
just talked about the decisionisn't even as easy as do we go
to this trade show? Or do we notgo to this trade show? That
decision now has extracomplications in it is do we go
to this trade show in person? Dowe go to this trade show only
the digital layer? Do we send,you know, one representative or
(28:40):
a team? You know, it becomes abit more complicated? So Oh,
yeah, we only get the, you know,IMTS exchange option where it's
the contact database and not therest of this stuff? You know, we
we there's a lot more in the nogo go decision. So that should
be made on purpose and early?
Nels Jensen (29:01):
Yeah, so do you?
Are you going to be anexhibitor? Or are you just going
to be an attendee, and then moreand more trade shows are adding
premium services to theirpricing? Right. So then it's
like, okay, is the basic entrygoing to work? Or do we need to
actually look at some of theseother options? So, yes, the
vetting of whether to go or notgo is important and don't put it
(29:24):
off? Because, you know, if youdecide to go late in the game,
it just makes it harder tosucceed with your goals.
Joey Strawn (29:34):
Yeah. So you've decided to go the second thing
you need and pre show is astrategy. This one you know, we
sound like a broken record. Iknow now, we talk strategy a lot
on the show, but it is of primeimportance, because if you don't
know what you're trying toaccomplish at the trade show,
then guess what, you won'taccomplish that. You know if if
(29:55):
you go with him is like we'regoing to go to this trade show
to get set. then leads from thisindustry with the services that
we sell. That is a more roundedgoal of well, okay, well, what
pieces now? Do we need to put inplace? Oh, well, I know what
team does sin because this teamcan talk about that service to
(30:15):
these types of industries waybetter, you know, so that helps
navigate the pieces that aregoing to be in play. But if you
don't have that strategy mappedout and have answered the
question of, why are we going tothis show, what do we want to
get out of it? And what are wewilling to invest that that
strategy layer will becritically missing?
Nels Jensen (30:33):
Sure. And it could be new equipment, new features
that you're you want to showoff? It could be you're going
after a new segment, it could bethat you're going after a new
industry sector? You know,they're all good reasons why to
go to a trade show. But the keypoint is, what's your strategy?
Joey Strawn (30:51):
And then once you have your strategy in place, the
third piece of your pre showprep is the marketing elements.
Which emails are you going tosend? And when? Are you going to
talk about it on social mediaand connect to the shows,
exhibitors and otherinfluencers? Yes, you probably
should, you know, what are yougoing to do with your sales
team? And what are you going toupdate on your website? You
(31:13):
know, there is a marketing planthat needs to be surrounding the
the elements and Nelson you wereeven mentioning, like
advertising opportunities withthe show, this should be part of
the marketing part, right?
Nels Jensen (31:25):
Yeah, and this, this is obviously much closer to
the event there doesn't, youknow, two months out, you know,
if you wanted to say, hey, wedecided to go to IMTS. I mean,
that's fine, there's a way toleverage that. But generally
speaking, we are talking aboutthe messaging, close up, it's
just sort of trying to piqueinterest in your participation
(31:46):
in that show, you know, yeah,just kind of, hey, we're gonna,
we're gonna be there, or, Hey,we're gonna have the digital
presence or our, you know, ourexperts going to be speaking
that this panel or, you know,whatever, there's definitely pre
event marketing, you should be
Joey Strawn (32:04):
expand. And you know, that last piece of that,
as you said, you know, it may beas simple as, hey, we're going
to be at so and so's show, ifyou want to schedule time to
talk with us while we're there,because you're also going to be
there, fill out this form andget on a calendar. And it could
be your prepping, to have thosein person meetings that we
talked about being so importantahead of time. I mean, and those
(32:25):
are the big three criticalfactors for this pre show part.
So the go, no go decision, thestrategy, and then your
marketing elements to supportthat strategy. So now, we're
moving into the second piece ofthis during the show, this is a
big deal. This is the show, thisis the big show, you know, now
so we've put three things thatwe think that you need in order
(32:46):
to accommodate this, and one isthe team, you need the right
people to talk about the rightthings for the right audiences.
So if you've got your stellar ateam that always goes to trade
shows, great. But if you don'tfind the people who are
passionate about the services,and the strategy and the goals
(33:07):
that you have, and who we'regoing to represent you really
well, and get those as your ateam create the best team for
the show, make sure that it'snot just anybody who can say
stuff about your business. Yeah,the right team for the show.
Nels Jensen (33:23):
Yeah, and the the alignment of what you're
communicating, and why and whatthe goals are, share the goals,
right? It's and you want yourteam to be cohesive to you want
to make sure that you know,you're you're flying the company
colors, you're wearing the thepolo shirts or the vests or, you
(33:43):
know, how do you how do youstand out in the crowd? And
how's it clear that oh, yeah,these people are from
industrial, you know? Yeah. Orthey are here
Joey Strawn (33:52):
on your purpose?
Yes. Yeah. I mean, and that's aperfect segue now into the
second part of your during showactivities is the collateral,
the shirts, and the hats and thevests and the look alikes,
that's all part of thecollateral, but also your
brochures, your one sheeters,your swag, the handouts that
you're giving, you know, thoseshould be thought of those
(34:13):
should be cohesive andbeneficial. Those should be
things that you have on purpose,and as we talked about before,
thinking through the layers ofthe show's purpose. So, oh,
we've got a bunch of brochures,we'll do you have a digital
packet of all of your brochuresthat you can email someone who
doesn't want to carry around abunch of paper?
Nels Jensen (34:34):
Yeah, yeah. So here's, and that's what I'm
really curious to see how thatplays out at IMTS. Because I'm
getting to, you know, maybethere's a few pieces that are
displays of paper, but it'slargely, you know, we know you
don't really want this paper,here's the here's the digital.
You know, I'm gonna get itwrong. QR codes everywhere,
(34:55):
right?
Joey Strawn (34:55):
There'll be QR codes. We'll have our satchels.
We all get the free bags and welove Have a bit after day one.
If that bag may not be aroundanymore, we know that I know
that Derek. But that's what sothink about all the pieces that
need to be in play. And that'swhat they're wearing, what
they're giving, and what todigitally be able to share. And
(35:17):
then the last piece of yourduring show activities should be
the continuation of yourmarketing messaging, you should
have emails that are scheduledto go out during the show with
either recaps of the day or, youknow, calls to meet you the next
day, you should have socialmedia posts that are going out
or that are happening live, orusing social to stream live
(35:40):
events. I mean, now, so you weretalking about, you know, using
the streaming abilities to getcontent out at the show, even if
you're not an exhibitor. Yeah,
Nels Jensen (35:49):
and, and you might not be part of the official
streaming activity by the showsponsors. But you know, you can
do a Facebook Live, it's notexactly a call, whatever. But I
think the key here in yourmessaging is, what's your call
to action? What do you actuallywant the viewer to do? So is it,
you know, check in as our experttalks on the panel, or is it you
(36:15):
know, download the, theinformation on our new product,
or new machine or new service,you know, it's, you know, have
the call to action.
Joey Strawn (36:25):
Right? I agree. And also on the social sphere, don't
forget just connecting withpeople that you've met, don't
hope to remember to do it laterand forget to connect with them
on LinkedIn, go ahead and startconnecting and making those
connections as the day is goingon. And so yeah, those are the
three those kind of wrap up thethree during show elements. So
you got the team, thecollateral, and the message. And
(36:48):
then post show, we've got threemore elements and activities,
you need to focus on post show,because now that the show's
done, your job is not so don'tthink that you've got the first
element is follow up messaging,you should have emails that are
going out, you should havesocial that's going out, you
should have you know, yoursales, I just aim,
Nels Jensen (37:07):
I just I just thought of one to, you know,
throw a wrench in the order ofyour progression here. But post
show, hey, don't forget to takedown that website thing that
says Come visit us at tradeshow, you know how? Because you
know, we will see all sorts, yousee it every year. It's like,
oh, we're at Fabtech. And it'slike, yeah, that ended, like
four, four days ago. So lastweek, no,
Joey Strawn (37:29):
you gotta get that banner down on your website,
Derek.
Nels Jensen (37:33):
Popped popped into my head, I'm sorry. So post
show, Joey, what are the threeelements that you really should
be planning for post show,
Joey Strawn (37:41):
honestly, that first when it makes its follow
up messaging and removal ofprevious post historical
messaging. And that's the firstone is making sure that your
communications are still goingout. If you have emails, wrap
ups that need to go out, if youhave social posts, if you have
website updates that need tohappen, make sure that that's
all being done. But the secondelement is probably the most
(38:04):
important element is the salesoutreach, you know, you the
purpose of the show is to makethe connections is to get that
reach is to get those eyeballson you use that well, you know,
put those names in your CRM, tagthem with the right sources, add
correct notes. I know, it's Iknow it's admin. I know, it's
boring, and nobody likes it, butdo it anyway, you know, reach
(38:25):
out to those salespeople. Imean, Nelson, we talked about
having collateral and, andcontent to be able to share, but
like sales outreach needs to bepicking up after the show and
really, really make you know,connecting those dots.
Nels Jensen (38:40):
Yeah, it's it's discipline, right? It's, you
know, you made all theseconnections, you qualified a few
leads, you know, your CRM shouldbe very active, or you should be
active in your CRM immediatelyafter a trade show.
Joey Strawn (38:58):
And then here's the last piece, and I bet no one's
gonna be surprised. I said this,the data, the results, we
started this by saying that youneed to have a strategy of like,
well, what are we hoping toaccomplish at the show? Well,
the last thing you need to bedoing is answering the question,
did we accomplish that? How manyleads did we get? What leads
(39:19):
turned into, you know, goodopportunities? What are the
what's the revenue associatedwith those opportunities? What's
the lifetime value associatedwith any of those that could
close and therefore does it makeour investment and our time
worth it? It there needs to besome version of a results wrap
up, unless it was just a goodexperience that everybody had.
Nels Jensen (39:42):
Yeah, well, your results you're talking some of
these are short term and you cantell you know, have some metrics
per show. And then you alsomentioned some that are
longtail, right? What's the whatwas the attributable revenue to
that trade show? You may notknow that exactly. For couple of
years. But if you've done a goodjob of putting that into CRM,
(40:04):
you'll have that attribution. Soeventually, yes, you'll be able
to know that trade shows are along play, right? It's AR, it's
there's a lot of brand awarenesskind of approach to it, even
though you have more people withbuying intent than you did in
the past. But it's, you know,it's got short term impacts, and
it's got long term impacts.
Joey Strawn (40:26):
Right, it's not a set it and forget it, it's not a
one time thing, it is a longplay. And it shouldn't be
thought of as such, you know,starting back from our
beginning, pre show, we'rethinking four to four to five
months prior, you know, it's theone the go, no go decision to
the strategy, and three, themarketing elements to support
it. You know, if during show,you've got your team, you've got
(40:49):
your collateral, and you've gotyour messaging, and then post
show, you've got the follow upmessaging, you've got your
sales, outreach, and CRM inputs,and you've got your wrap up
reports, you've got yourresults, monitoring, and, and
those between those nineelements and broken down over
those three categories, youshould be able to have a
recurring, well planned andstrategically minded trade show
(41:12):
formula every single year, nomatter what show, you're going
to no matter what industryyou're in, if you're able to put
those things into practice, youshould be able to turn around a
value and revenue value out ofthe trade shows that you're
going because let's be honest,it's an exciting new world, it's
a brave new world, let's put itthat way to get into tradeshows.
(41:33):
And we all want to be out and wefeel the need to be connected
again. And you know, now you andI are both going to be at IMTS.
You know, at different times,we're both going to be there and
experiencing this world. So youknow, by the way, guys, if
you're at IMTS, to keep alookout for Nelson, I will be
walking around with ourindustrial or industrial
(41:55):
marketing shirts on so we'll bethere. And, you know, we want
this to be something that we asan industry can do for a long
time. And we want value, we wantto get back to a place where
this is a known activity ofvalue every single year. But it
caught it takes work and ittakes preparation. Now, any any
(42:16):
final thoughts? Yeah, he goesway wrap up, no
Nels Jensen (42:18):
joy, joy, you lined out a really clear process, you
know, a path for somebody tohave some success. It's a good
plan, you follow it and you willbenefit. So nice, nice work.
Joey Strawn (42:34):
Well, thank you.
I'm glad we I mean, we put thisoutline together, together. And
so I hope that our listeners asindustrial marketers are able to
take it and learn from it andgrow. And honestly, if you have
tips, if you have things thathave helped you in your trade,
show prep, and planning and evenreporting, let us know, send us
an email at podcast atindustrial marketer.com. And let
(42:54):
us know some of your stories. Wemay even share some on the air
if you share some good ones,give us your tips for trade
shows and what have made themvaluable for you and your
industrial teams, we really wantto hear that. If you haven't
already. Follow us on socialmedia, we're on Facebook, we're
on. Were on all the LinkedInads, where you can go to our
(43:14):
website, industrialmarketer.com. And we have
content that's coming out anddropping there on the regular
all about things that industrialmarketers care about all across
the spectrum. So if you're notsubscribed to our newsletter
there or following us on social,please do. And as always, if you
haven't listened to previousepisodes of the show, we've got
a whole archive of greatepisodes, and you should be
(43:37):
subscribed to our show. So everymonth, you get the best
industrial marketer contentright into your ear balls. So
you know, subscribe on yourphone, subscribe on all your
family's phones, subscribe onyour neighbor's phones. It's a
great Christmas present. And nowthat school starting back,
everyone needs the attention. Solet's do it together. And now I
hope we can go into this fallseason of trade shows with our
(44:00):
flags high flying high and get alot of leads for our industrial
counterparts.
Nels Jensen (44:08):
All right, see you at the show. See at the show.
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