SP: A trade show is typically a large event hosted at a central location where multiple vendors come to demonstrate their goods and services. Alternately, whether it's an event hosted in a hotel, at a demo room or a truck that takes products on the road, a road show is an event that showcases a company's products and services on a more personal basis, to smaller groups in a more intimate setting.
6 Special Feature: Trade vs. Road Shows By Toni McQuilken shows tend to draw significant numbers educational opportunities for attendees. The debate in recent years has grown of attendees from around the country or We might host an event to help customers by leaps and bounds, helped along by a globe, making them ideal for showing adopt environmentally-friendly technol- struggling economy that has everyone products to many people from one loca- ogy and business practices, facilitate the looking for ways to save on costs and tion. Road shows are much more focused migration to digital book printing or tran- maximize return on investment. What on attendees who are interested in a spe- sition from print provider to integrated is that debate? Trade shows versus road cific subset of the market, i.e., workflow or marketing services provider. Customers shows—the large-scale events where digital printing, and generally come from enjoy an opportunity to learn more about everyone brings their best and biggest, a defined geographic area. Road shows the technologies and solutions available or the smaller scale events that go to the often are put on by a single company, cre- to help them solve their business issues. users, and feature just a single company. ating unique opportunities to meet with What’s more, they can experience the lat- Printing News asked a few industry play- defined customers and prospects about est hardware and workflow technologies ers to weigh in on their thoughts when defined topics, products and solutions. and meet with Océ product and technol- it comes to which is more effective and Road shows are good for creating person- ogy experts, who are on hand to address what they plan to look for in the future. alized experiences for each attendee. customer needs, answer questions and run demos. The participants are: Simone Wilker, KK: We view the primary difference as owner, AlphaGraphics of Paramus, N.J.; being that a road show is driven by a PN: What are the primary benefits of a Scot Draeger, manager of product strat- manufacturer with a specific direction, trade show? egy, HP Exstream; Jeff Hayzlett, former while a trade show has a broader purpose chief marketing officer and vice president, and brings together a wider spectrum of SW: The primary benefit of a trade show Kodak; Kevin Kern, senior vice president, attendees. While a road show is orches- is to expose the capabilities of the par- marketing, Konica Minolta Business trated entirely by a manufacturer, the ticipating vendors to a large number of Solutions U.S.A.; and Sheryl Pattek, vice trade show brings many different compa- potential buyers. The vendors are able president of marketing services, Océ USA. nies and audiences together. to showcase their wares. Buyers learn first-hand how vendors can benefit their PN: In your mind, what is the difference SP: A trade show is typically a large company and buyers can compare the between a trade and road show? event hosted at a central location where offerings easily. PRINTING NEWS, MONDAY, May 31, 2010 www.printingnews.com multiple vendors come to demonstrate SW: The difference between a trade show their goods and services. Alternately, SD: Visibility to a targeted audience, and a road show is the size of the show, whether it’s an event hosted in a hotel, the ability to engage with many custom- which in turn determines the venue of the at a demo room or a truck that takes ers/prospects/press/analysts in a short show. I think of the trade show as being products on the road, a road show is time period; the ability to see what very large and the road show as being an event that showcases a company’s competitors are showing/doing; and smaller and more intimate. products and services on a more personal generating awareness through all of basis, to smaller groups in a more inti- the trade show activities, programs and SD: A trade show is where you go to one mate setting. Both events are intended to marketing vehicles plus educate people location for several days with the idea you accomplish similar objectives, whether about your solution. are going to have a lot of people walk by it’s creating brand awareness, launching your booth and it is up to you to entice a new product, developing new business JH: Trade shows offer
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