Jan 14, 2009 113 reads by Navneet Kaushal

Rate On Investment (ROI) is what every Search marketer and advertiser look for!

Of course there are certain pros and cons that are related with search trade shows (that a lot of people think are a perfect source to get ROI), but they have their connotations and implications. An interesting blog at Mediapost swerved attention towards this issue.

Years ago, the trend was to support 'search trade shows' in order to enhance the prospects of sales and marketing but now it seems that the rage is depleting with the passage of time.

“But things started to change about a year ago. The qualified leads that we had become accustomed to gathering at search shows started drying up. Even though the exhibit halls were jammed, the people rushing through them weren't prospects that we were remotely interested in talking to. Instead, it seemed that more and more we were talking to nothing but in-house search people, or people who spent so little on search that we couldn't help them.”

May be because these days the show managers look for every possible prospect to provide “something for everyone”. But one must be thinking that this step should rather work in the favor of show managers. Why is it creating negative effects?

“Because as anyone who's attended these shows will tell you, today the majority of people who actually show up on the exhibit floor are either bottom-feeders seeking to acquire free memory sticks, pens, and other goofy giveaways — or flat-out newbies seeking to pick up some "secret SEO tips" at a level-101 "search boot camp" session.”

May be, people look for those free souvenirs or free demonstration of various goods or services rather than buying them. Or they go there just to pass their time or in search of a new job. Who knows!

“The real reason that people kept going to the shows was to schmooze with their buddies. "It's all about networking," wrote one of these people. 'That's where the real action is. And it's also where I hope to get my very next job (wink, wink).'”

So the crux of the matter is that the organizers spend millions of dollars each year just to create an environment where people can socialize with their loved ones, have a time-pass session with their friends, party hard and nothing else! What kind of ROI can one expect from this?

“This isn't just crazy, folks; it's suicidal. Furthermore, you'd think that search marketing agencies, who preach all day to their clients about measurable, efficient media spending, would be the last ones to spend money on inefficient, unmeasurable junkets with negative ROI .”

And come on, in this world that is running on Internet technology, where everything is available on your fingertips, how can you expect those Internet geeks to come and visit these circus-like trade shows, just to increase their social networks? Sites like Orkut and Facebook are hundred times more popular than the former option! So why waste time in trade show?

But some people think in a different way:

“We're such special, rocket-science smart people, after all: don't we deserve to get together a couple of times a year and have a super-expensive party at our clients' expense?”

And some think that:

“Maybe it's through e-mails, or cold-calling, or virtual trade shows, or maybe even some PPC ads, but there's got to be a better way to reach the people we're trying to reach.”

Everyone has their own perceptions!

Search Trade Shows and Their Significance!, 5.0 out of 5 based on 1 rating
Navneet Kaushal

Navneet Kaushal

Navneet Kaushal is the founder and CEO of PageTraffic, an SEO Agency in India with offices in Chicago, Mumbai and London. A leading search strategist, Navneet helps clients maintain an edge in search engines and the online media. Navneet's expertise has established PageTraffic as one of the most awarded and successful search marketing agencies.
Navneet Kaushal
Navneet Kaushal
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