Saturday, July 11, 2009

Paul Foszcz and ManRoland has it almost just right for Print 09. And a new business model for trade shows. It's about metrics and clickable print.

from Patrick Henry's Report at WhatTheyThink:
. . CEO Vince Lapinski, who also reviewed the technologies that MAN Roland will discuss—but won’t necessarily display—at Print 09. . .
Paul Foszcz, marketing manager, observed that in these recessionary times, “far fewer printers will be investing in equipment” and that most will concentrate on optimizing the capabilities they already have.

At Print 09, manroland will try to help printers do this by offering them an array of advisory services that it bundles under the name “Printvalue.” The booth also will feature an exhibit called the “Value Added Printing Tunnel” to drive the value message home.

Here's what I mean by a Clickable Club Card

The Front of the Card:

Picture and all the contact info of the opener person.

The Back of the Card:
QR code generator

To take the suspect/prospect to the Video

Which gives them This Data
15 hits from

Which points the ManRoland Hunters to Communities of Interest

Then the ground game ensues and eventually a couple of sales.

The trade show new business model
The value of a trade show to an exhibitor is some buzz, some leads and eventually enough sales to justify the expense of going to show. Before the possibility of tracking real time exchange data it was hard to figure out which 50% worked.

What's new is that conversation exchanges can also be tracked. Once they can be tracked they can be put into a spread sheet. Once they can be put into a spreadsheet it's possible to get paid for the real value created.

So if a trade show is supposed to deliver leads and the conversations coming out of those leads can be tracked, charge for the leads generated! The good news is that exhibitors and the CFO's in the exhibitor's companies think it's mostly a waste of money. Meanwhile, there is so much energy spent on the opening of the show that there is little energy left after the show closes. But leads are only valuable when they are followed up right after the show.

The vendors blame the trade show, for "not being worth it." The trade show companies keep doing what made money in the past and keep cutting their margins with the idea that the problem is the price. But the problem is not the price. The problem is knowing, not just hoping, that the benefit is worth the expense.

What would happen if an expo company offered to facilitate the follow ups in return for $x per lead and $X+Y for a sale. The global wins. The ground force wins. The customer wins. Win-win-win is worth paying for.

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