Debating whether to spend $2500 on a booth at the Arizona Commercial Real Estate Expo or stick with local chamber events in Tempe. The trade show reaches 1200 attendees but most networking happens at free local events. Thoughts?
Networking at trade shows vs local events
I've done both in Orange County. Trade shows are good for brand awareness but terrible ROI for actual clients. Spend that $2500 on taking 25 prospects to lunch instead. Much better conversion rate.
Trade shows work if you're selling to vendors and suppliers who exhibit there. For facility managers and property owners, they're usually not walking the floor. Local BOMA chapter meetings are pure gold though.
BOMA is absolutely the best networking for our business. Joined Kansas City BOMA 2 years ago. Picked up 12 clients directly from chapter meetings and golf tournaments. Dues are only $300/year vs $2500 for one trade show.
Focus your marketing efforts where your ideal clients actually spend time. Property managers attend BOMA meetings. Facility directors go to IFMA events. Trade shows are often dominated by vendors selling to each other, not end users making buying decisions.