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Thinking Outside the Box - TSEA Launches a
NEW
Products Webcast Series for All Members and Exhibitors
by Michael J Hatch
What is the
No.1 reason people attend trade shows? And what is the most powerful word
in advertising? The answer to those two questions is what has made
exhibitions such a powerful marketing force for hundreds of years. And
now, TSEA is bringing that power and its benefits to our active and allied
members and the exhibition community at-large every month—versus the traditional
once a
year cycle a trade show
offers—in an all-new program launching Tuesday, February 28th.
“New” is the
answer to those two questions. After years of testing, Madison Avenue
advertising guru David Ogilvy found that “new” was, hands down, the most
powerful word his firm could use to prompt consumers to read his clients’
advertising, watch and, most importantly, respond to offers and buy
his (delete “his”) their products.
Using that power his agency helped build business icons like Schweppes,
Hathaway Shirts, and Rolls-Royce in
the baby boom years after World War II.
Simultaneously, within the exhibition industry, study after study by
organizations like TSEA, Meeting Professionals International (MPI), and
the Center for Exhibition Industry
Research (CEIR) found
that the #1 reason people attended trade
shows was to find, feel and touch new and
innovative products and services.
Thinking Outside the Box
Thinking
outside the box, the TSEA management and marketing team asked: Why can’t
we bring new products to both our members and exhibitors worldwide more
than once a year? Second, given the fact
that most exhibitions and even our own events only attract less
than 15% of the buyers in any given industry, “How can we bring these
innovative, better and cost-saving products and services to the other 85%+
of exhibitors?” On
Tuesday, February 28th, TSEA will launch a program to do just
that!
It’s a
Different World
The internet,
YouTube, and mobile devices have forever changed the way people shop and
buy new products. Twenty years ago the salesperson was the source for most
customer education about new products and services, quality and pricing.
Today, 80% of all buyers research products, services and suppliers online
long before they are ready to buy. Indeed, in today’s trade show
environment, most attendees have done a lot of homework before their feet
ever touch the trade show floor. They don’t have to walk the entire show;
they know which exhibitors at the show have the products, services and
reputations that best match their needs.
Understanding
this new buying dynamic and
using today’s
internet and webcasting technologies, video streaming, live chat and
polling, and social media in a single integrated presentation
platform—TSEA will launch a new series of monthly New Products Webcasts on
Tuesday, February 28th.
Simple
and Powerful
The concept
and format for the New Products
Webcasts
are simple and powerful. On the fourth (4th) Tuesday of each
month, TSEA will produce and promote a NEW
Products Webcast (NPW)
for corporate exhibit and event managers (buyers) that will feature four
(4) non-competitive companies and their newest,
most innovative products and
services. Each program will be promoted to TSEA’s full membership plus its
database of over 60,000 exhibitors in the US, North America, and
worldwide. Each sponsor will be given 10-12 minutes to present and
demonstrate their products in an educational, infomercial style format
that utilizes the most popular internet, rich media, and interactive
formats to spotlight their brands, products and services. Just as
important (perhaps the most important), TSEA’s new products webcasts are
uniquely designed and structured to connect interested buyers with the
presenting companies.ay, February 28th, TSEA will launch
a program to do just that! |
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