I recently read an article by Urge Media’s Thomas Myroniak that really captured the purpose of trade shows in today’s digital marketing and advertising-dominated business environment. I found this particularly interesting given Urge Media’s experience in digital and social media marketing and TV/video production.

The archery industry did incredibly well during those otherwise disruptive COVID years. However, those spike years are behind us and now we must add back into our marketing mix some of the elements we did without – primarily face-to-face marketing and relationship-building that has always been part of the fabric of the archery industry.

Product knowledge, technical expertise and brand loyalty are what sell products now. Nobody can sell or demonstrate your products better than you and the best way to do that is in person. At the three-day ATA Show, over 700 retailers will be hungry to see new products and gain the knowledge and expertise their customers have come to expect from them.

The ATA Show attracts retailers of all sizes, and your exhibitor marketing plan should appeal to them all. For instance, how do you view the 43% with annual sales under $200,000? You should be looking at them as potential new accounts. They are not large enough to be called on by sales reps, yet many are on their way to growing into sizable retailers and the interest you take in them now will result in loyalty later.

Similarly, how will you prepare for the 22% that have over $1 million in annual sales? They may not be placing orders at the show, but their buying decisions are being made there. The ATA Show is the first show of the season and the first opportunity to see, feel and demo new products. “I saw it at the ATA Show” will be heard for months and will be the basis for many future buying decisions.

With a variety of different ways to place orders these days, the modern trade show has evolved beyond just order writing. In addition to meeting new customers, seeing old customers and industry friends, reinforcing relationships and of course, checking up on your competition, the modern trade show is about generating a memorable experience. When retailers tell their customers and employees about the show, will you be in the conversation?

Take advantage of promotional opportunities at the show, create a contest, welcome retailers enthusiastically, conduct demonstrations, get them excited about your products and pricing programs and send them home like they just left a Mary Kay convention – all charged up to sell your products!

Whether you’re an exhibitor in the ATA Show or not, check out Thomas Myroniak’s excellent article here.