Lesson #38 Tradeshow Marketing and Considerations
Written By Cyndalie

Tradeshows are an important part of business marketing in every industry. The excitement of promoting your latest programs and services to both consumers and related businesses is a strong way of making a statement by your presence and product. However, as the number of tradeshows increases on a regional, national, and international scale, making decisions regarding which shows to attend and affording the right ones can be a challenge, as the landscape of the adult industry is a constant migration and finding a fresh audience can be just as important as reinforcing your brand to old audiences.

January InterNext 2004 Feedback

With the January InterNext show in Las Vegas come and gone, feedback from show exhibitors was surprising. With over 5 shows held in the same venue at the Sands Expo Center over the past 4 years, it seems that in 2004 there was less foot traffic on the exhibiting floor that included webmasters and consumers, whereas most attendees were representatives of other adult businesses. The basic logic behind the thinking that the Las Vegas venue is 'washed out' and the timing for the show is bad stems from the close proximity to the holidays and the overt expenses involved with traveling to and staying in Las Vegas. When a webmaster has been to the same city to experience the same basic thing every year, their need to keep attending becomes less and less since they know what to expect and are facing the financial crunch of the new year.

However, since 2003 was such a tough year for many adult businesses to survive the changes forced on the industry, the InterNext shows become more of a presence and branding issue for those who can exhibit and attend. “The [January InterNext] show this year, in my opinion, was to find out who was standing after all everything that has happened to the industry in 2003,” stated Rob “The Legacy” Warren from SexxxContent.com. “The guess is that the smaller venues and conventions that are more affordable plus having the freedom to throw parties with style will pick up the slack.” Although feedback from the show hinted towards a general downsizing and toning down of the industry, it appears more of a venue and timing issue for most companies who wanted to exhibit or attend and could not. The important lessons learned from the shows early in the year will help you decide which ones you should plan to attend.

Considerations for the Exhibitor

If you run a webmaster program or service, exhibiting at a tradeshow can be an investment that can generate you business for months to come. Especially for new programs who wish to make their mark, having a booth has its benefits and alternatives. First of all, you will need a booth created. This initial investment can run from about $2,000 and up. Secondly, you will need promotional material to hand out, including business cards. Depending on the graphics designer and the printing company, plan to spend anywhere from $500 and up. Of course you will need to have the booth manned; typically requiring 2-4 persons who can knowledgeable represent your business to both webmasters and consumers.

Expenses for travel and accommodations are directly related to the location of and your distance from the show. Plan to spend about $1000 or up per 2 persons you send, plus their salary and any food or transportation allowance. Finally you will need to pay for booth space which is dependant upon the show. Average exhibiting costs will run anywhere from $5,000-$10,000 for a small presence. Some companies partner to share booth space if it is allowed by the convention, which can dramatically reduce costs and increase visible presence, so consider this option if you are trying to keep costs low.

Exhibiting Alternatives

Many companies chose to forego having a booth at tradeshows and spend their money in advertising space visible at the show or in handouts that are provided to all attendees. Others may chose to get their name out by sponsoring parties, seminars, advertising space at the show web site, or even branding their names on hotel keys and 'do not disturb' signs in attendees hotel rooms. Others simply send their staff to wear company branded clothing to walk around the show floor and to wear to parties so that webmasters can identify company representatives. There are alternatives to having a booth at a show and many companies find that by being more mobile they are able to cover more ground, interact with more webmasters and consumers, and make a more personable presence by going beyond the booth space. Companies with no interest in exhibiting should closely look at webmaster gatherings as opposed to the larger tradeshows.

For more information about adult conventions visit our Conventions Whiz classroom and see the complete Convention Guide & Events Calendar at Cozy Frog.