Spent some time this week on a webinar about selling in a recession. While there was a lot of good information shared, one thing stuck in my mind. When making decisions businesses/people choose opportunities in a recession by determining what is "mission-critical" for their business or for them personally.
I got to thinking about how EXPO is "mission-critical" for our attendees and our exhibitors. We know based on behavioral studies from several well-known business publications that companies who did not reduce or cut marketing expenditures experienced higher sales and net income growth (250% on average) during the recession years and for up to three years after the recession. That is certainly a case for exhibitors to continue to attend the show!
We know that face-to-face contact is critical for companies. What more cost effective way is there to accomplish this mission-critical goal than to be at the Nursery/Landscape EXPO?
For attendees this "mission-critical" concept seemed to be a little trickier. Only because some attendees don't have specific goals when they come to the show. Attendees can say they see their sales people on a regular basis. But isn't a "mission-critical" goal for attendees to continually educate themselves on what is new, exciting and different in the market? Isn't it "mission-critical" for attendees' business to network with peers to see how to do things better, more efficient? For business owners, management can be a very lonely place on a day-to-day basis. It's great to affirm your position on business strategies you want to implement, or have implemented and are struggling with some aspect of the roll-out
Hmm? Attending and exhibiting at Nursery/Landscape EXPO is "mission-critical".
By the way... have you checked out our Face Book page?
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