MSP marketing primarily must be visible to those who have the greatest likelihood of converting to provided services. But visibility isn’t the only part of marketing. Direct engagement plays a role as well. Marketing, in a word, must be comprehensive. You need to be available wherever there are channels of availability. Social media, radio, television, online content, billboards, theaters— wherever your target market may be that you can be, becomes a target. Some places are going to have better ROI (return on investment) than others.
One of the best places to be visible and actually interact with a large number of people who are statistically more likely to start service with you is a trade show. There are many different trade show opportunities in the tech world. Here is a list of 20 of them from 2017. Becoming a regular attendee of multiple trade shows can prove lucrative; following are several likely advantages which help explain how:
- Business leads that are more defined and have greater potential
- Learning what tactics work and what tactics don’t
- Further increasing how strong and streamlined your brand is
- Experiencing increased closing in sales without annoying prospects
MSP marketing that is aiming at targets in line with core provisions will usually have more successful conversions. At trade shows, there are clients looking for exactly what you provide, and potential business partners. Additionally, you’re likely to find vendors looking to expand their relationships to MSPs for increased productivity. What this equates to is more leads closer to previously identified targets, and with greater conversion potential.
You’re going to see other MSPs, and you’ll be able to avoid as well as adopt certain presentation strategies. Some peers will do a good job at the trade show, some won’t. Some will seem interesting and properly put together but aren’t going anywhere. And then there will be some who have people flocking to them continuously, even though you know they aren’t the best providers of service in the region. They’re doing something right at the trade show! Figuring out their technique and re-fitting it for your own MSP could be an effective strategy. At trade shows, beyond acquiring better conversions, you’re additionally going to learn things which help you better your business.
The visibility, perception, and effectiveness of your brand have a high likelihood of positively compounding simply from the successful attendance of a highly-publicized trade show. It often takes multiple viewings of a brand for the company it represents to begin registering consciously in the mind of viewers. If you can attend 20 trade shows in a year, you’ll run into many people who similarly attend them on a regular basis. This will help you to network, while simultaneously increasing your visibility. The strength of your brand increases simply through its visible existence among peers. As you watch them to learn collaterally, they watch you. Provided you can afford to attend the trade shows, you may find collateral benefits beyond simple client conversion in terms of marketing.
Increased Sales Closure Without Being an Annoyance
At a trade show, it’s expected that you’ll try and close with clients. Outbound cold-calls can be irritating, so can mass emails. Targeted content is better because it’s read voluntarily, but it must be legitimately worthwhile. Even mail-out advertisements can be annoying in their frequency, especially if they only contain a minority of products or services applicable to those who receive them. However, at a trade show, prospects expect to be sold a suite of services, and they may come to you looking for solutions specifically. So, there’s no resentment in direct pitching.
MSP marketing that increases trade show attendance may see direct ROI, or it may take a few different runs to get it right. But if you’re careful to learn collaterally, sell well, and be consistent, you’re likely to see some substantial benefits.