ITCN Asia is just around the corner and a number of organizations who booked stalls, both local & international, are now gearing up to show their presence at this world renownedÂ event. So what a better time than now to look at some of the pro’s and con’s that can be had from event participation.
The one enticing aspect of ITCN is that it’s trade centric. Because it focuses solely on IT & Telecom, it’s a great way to be known in that space. With over 130 organizations participating and over 40,000 expected visitors in around 3 days, ITCN does have much to offer any company willing to shell out the big bucks. You get to brand yourself, be known as a specific provider, and get to see your competition. Also, you get to meet a number of people within your industry, whom you would normally not in the daily grind of life. Which brings us to the next point.
Trade exhibitions are a great way to get leads. A sale, big or small, often begins with a single, humble lead. It is more relevant in the IT & Telecom space, which due to their B2B nature, require a significant amountÂ of effort put into maturing a lead before a deal is signed. With sales cycles as long as 2 years in some cases, it’s generally a good idea to have a whole lot of good leads around instead of running after a few. Though it does require dilligence on part of the sales team to keep a regular follow up, because of it’s very nature some leads taper off.
There’s also the aspect of being abreast of what’s happening in the market. IT & Telecom is a rapidly advancing field, and while you may ‘know’ whats happening and what kinds of products are coming out, it may very well be out of date before you even realize it. ITCN and other such exhibitions give a two-sided advantage here, they let you present your own latest, cutting edge technologies to the world and take in the current view of the market in terms of competition and general customer interest.
While it’s hard for me to chalk out any many con’s of participation in a trade event, there is one which glaringly come to mind. It is the huge cost involved with event participation. I’ll talk more about these costs later, but they come in terms of the participation cost, the materials, and most importantly, the time involved in creating all of it.
Also, in some cases, it might serve as a kind of distraction for the organization from regular work, again dumping it back in terms of opportunity costs.
That’s about it from my end, do you have any more in mind? Please share! Next, i’ll be talking about what to project to potential clients during a tradeshow event.