Cancelled Trade Shows Impacting Your Marketing Plans? Here’s How Trimble Content Can Help.

May 5, 2020 Sumana Rao

Trade shows have many benefits. They offer a well-curated audience of industry professionals who might become future customers & partners or can provide unique insights into the industry. Unfortunately, these days and for the foreseeable future, trade shows aren’t an option –– throwing a wrench in our mood, not to mention well-laid marketing plans. There are other ways, however, to get most of the same benefits that you had planned from scheduled trade shows in the form of marketing through Trimble’s Constructible Content –– and all without stepping out the front door. 

Here are 3 trade show scenarios we’re all familiar with and ways you can use Constructible Content to achieve the same goals you had hoped to achieve with last month’s (cancelled) trade show –– before we knew what the future had in store for us all.

Scenario 1: Reaching the right person(a)

In this scenario, you make a grand promotional push to get in front of contractors at a trade show, but are never quite sure who is going to show up. You’re dying to speak with the project managers from a company you saw on the attendee list, but have no way of knowing if anyone with this persona will actually be there –– or if your USP will resonate with the product engineers who stop by your booth instead.

It’s a gamble, and it requires your team to be adept at picking up on subtle cues and asking the right questions to make sure to communicate the right message to your active audience –– not just who you expected. 

Constructible Content puts your products directly into the hands of a specific project team during the digital workflow –– taking the guesswork out of whether your marketing dollars are reaching the right people. 

Scenario 2: Avoiding the pressure cooker conversation

 

In this scenario, the afternoon keynote speaker session is about to begin and your sales reps have exactly 3 minutes and 27 seconds to pitch the perfect solution to all the contractor’s procurement problems. Chances are the conversation will be cut short and the contractor will get a paper datasheet handout with more information and your sales rep will capture a business card, if he or she is lucky –– leaving a less-than ideal trail for moving your lead to an opportunity. 

But what if instead of a datasheet, you can have your products embedded directly into that contractor’s digital project workflow? With Constructible Content you can, requiring them to consider your components at exactly the right time –– with no competing priorities. 

Bonus: The pressure cooker scenario doesn’t go away even after an event –– as contractors in particular are more often than not up against tight deadlines –– digitally Constructible Content can be a great way to give some time back to contractors. Your listed products have all the information needed for end users to make decisions on which are best to include in their plans without all the back and forth that typically makes up the product selection process. 

Scenario 3: Finding out what your customers (really) want

In case you haven’t heard it before, now’s a good time to reflect on the famous quote from Henry Ford, “If I had asked people what they wanted, they would have said, ‘faster horses’.” People are no different today than they were back then. It’s hard for people to know what they truly want, even when asked outright.

One of the great benefits of attending a trade show event is making connections and having insightful conversations with similar industry professionals trying to solve similar challenges. When using an event for research purposes, however, the data is limited to who you get to talk to and therefore really only offers a very narrow scope of information to inform your biggest business decisions like product development or go-to-market strategies. 

 

Constructible Content goes far beyond what you can learn about your market from a trade show with its statistics and analytics capabilities. With Constructible Content, you can gain insights into how and where your products are being used on jobs and for specialized applications. This insight can be used to further target the right segments for your products and to achieve product-market fit (maybe even the first time around).

Today, decisions about your products are made at the design, estimating & procurement levels by multiple stakeholders. By providing good quality content within the workflow with Trimble’s Constructible Content, you can serve the needs of the different stakeholders in a way that builds the kind loyalty you’ve been dreaming about.

If you’re wondering how to use Constructible Content to maximize return on your marketing investment, gain customer loyalty and enrich customer experience, visit us today.

 
Co-authored by Meredith Olsen, MEP Marcom Manager NA and Tanja Gut, MEP Product Marketing Manager EMEA

About the Author

Sumana Rao

Sumana Rao is the Global Product Marketing Leader for Buildings Content. She has served manufacturers and distributors in the Industrial and MEP space for over 15 years. Sumana is responsible for Global Product Marketing for Buildings Content & Analytics.

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