Bus

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Bus Board Marketing Tutorial Trade Show
Segment
Bus Board ConferenceMonday, 20 January
2003Valerie Andrew, PrincipalAndrew Marketing
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What Is The Purpose of Trade Shows?

• Product branding awareness
• Corporate image promotion (mission vision)
• Sales lead generation
• Strategic alliances
• Relationship building
• Benchmarking

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Popular Trade Shows Booth Cost

• Critical factors in show selection
• Identify shows that represent the most value
• Identify which partners and/or competitors are
  exhibiting
• Current and prospective customers attending or
  exhibiting
• Interpret data and determine the level of
  investment justified

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Popular Trade Shows Booth Cost

• Prices are based on a 10 x 10 or 9 m2 booth
• Embedded Systems Conferences
• San Francisco 4,500
• Boston 3,650
• Japan 4,000
• Communications Systems Design 3,500

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Popular Trade Shows Booth Cost (contd)

• SuperComm 4,900 (3,500 TIA)
• Cotscon East/West 2,495 each
• CeBit Hannover (US pavilion) 10,000
• Embedded GmbH 1,850 - 3,700 (approx.)

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They Arent What They Used To Be

• Attendance has dropped
• Quality has dropped
• Value vs. Cost (ROI) has decreased
• Need to examine current shows which work, which
  don't, and why
• Verticals vs. horizontal/general electronics
  shows
• Small niche-oriented tabletop shows

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How Do We Deal With This?

• Is it the end of the larger format trade show?
• If not, how do we convey our industry marketing
  requirements to show management?
• Are vertical, niche market shows better?
• How does that affect budgets?
• How do we choose the right ones?
• How do we engage the Trade Associations in
  representing us as a group?

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Trade AssociationsIndustry Associations Dues

• VITA
• - Regular 2,500
• - Sponsor 25,000
• PICMG
• - Affiliate 500
• - Associate 1,000
• - Executive 2,500
• Rapid I/O
• Regular 9,500
• Sponsor 15,000
• Steering 25,000

• ( not available at time of presentation)
• PC104 Consortium
• StarFabric
• Infiniband
• Embedded Linux

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Trade Associations

• Representative Trade Associations
• Are we doing enough industry marketing?
• How can we engage our trade associations in
  presenting a stronger industry image and
  awareness
• Duplication? Many companies belong to multiple
  groups
• Possible solutions

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Items To Consider

• Work as a group to define our needs
• Speak as an entity, within one assocation or in
  among multiple group
• Potential of greater influence on show management
• Ability to sway direction of chosen show(s)
• Force trade associations to take larger role in
• influencing show choices (note not to take role
  of show management)
• Potential for creating solutions alleys VME
  alley, CPCI alley, PC104 alley, Fabrics alley,
  etc.

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Benefits

• Better, focused attendee audience
• Joint marketing efforts enable a bigger punch
• Provide real ideas and solutions for attendees -
  SBCs, packaging, software, etc.
• Control over cost of show - better value

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Venue Ideas to Consider

• ESC - try to work with CMP for greater influence
  and presence
• New independent show in the fashion of the old
  BusCon?
• Bus Board - exhibit tie-in? Who to pick for
  show management?
• Positive, new ideas are welcome!

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Resolution

• Lets resolve this issue in 2003
• Determine which current shows fit marketing needs
• Engage Trade Associations in representation and
  possibly show negotiation
• All ideas are welcome and open to discussion -
  think of positive solutions that can lead to
  action and new business for all!