5 Quick and Easy Ways to Pivot Trade Show Dollars

By: Courtney Love

In wake of the cancellations of ASI Show’s 2020 events, it’s imperative for suppliers to reallocate this money quickly and decisively. We’ve put together 5 ways you can reallocate this portion of your 2020 marketing budget to maintain your industry presence and increase your market share.

1. New Product Launch
   Shift event dollars into content that conveys the key messages you planned to share at the shows. Turn in-booth presentations into on-demand videos or webinars where you can just as easily get distributors to pay attention to your product.
2. Email: Powerhouse Marketing Tool
   With limited in-person contact, email is one of the best ways to promote your brand and products. Drive distributors directly to your products in ESP or your website. Include your message alongside relevant content in one of our highly read e-newsletters, with engagement higher than ever before as our industry turns to us for the latest news and trends.
3. Stay Connected With Social Media
   Scrolling a lot through your social feeds? So are your customers. Leverage ASI’s social media connections to reach Facebook and Instagram users as they scroll. Include an image of your product, a video or even an educational piece of content you’ve created. Now’s the time to provide information to those who need it.
4. An Alternative to Crowded Digital Channels
   Stand out from your competitors and put your products directly into the hands of Idea Showcase Spring and Spectrum catalog recipients. These year-round sales tools will be referenced repeatedly by customers when they’re looking to buy. Make sure your product is there to be considered.
5. Go Virtual
   As many companies have had to rethink the way they produce events, virtual seminars and trade shows are being reimagined and ASI Show is no exception. They’ve redirected to a digital environment that fosters relationships between suppliers and distributors. It’s not the same as an in-person meeting, but it’s the next best – and safest – thing!
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Don’t think lost cause – think low cost. In-person trade shows will return, but you need to adapt your marketing to the current climate for now. Let us work with you to reallocate your dollars the right way and position your brand for success in the remainder of 2020 and into 2021.