One
of the best strategies for a growing company to market products and
services to a large specified group of potential customers is by
exhibiting at a trade show. Each year, a number of trade shows across
the country offer opportunities for buyers and sellers to meet
face-to-face. The beauty of a trade show is that you can share your
product or service with a pre-selected audience while investigating the
competition and building relationships with new customers.
Exhibiting at a Trade Show Isn’t Cheap.
Many
small business owners have found that participating at trade shows can
be an expensive marketing tool. Before this investment is made, an
estimated cost of the trade show should be calculated, including the
booth or table fee, display materials, marketing literature, promotional
items or door prizes, and staffing. If the cost is within your
specified marketing budget
THINGS TO CONSIDER BEFORE PARTICIPATING IN TRADE SHOWS
- Decide your goals.
What
are the goals you’d like to accomplish at a trade show? Is it to meet
people, to close some sales, or to simply get names and e-mail addresses
on your mailing list? What product or service are you planning to
promote? Determining what your goals will help you decide what trade
show will give you the most return for your investment.
- Does the trade show meet your specific goals?
Research
the trade show to make sure it will be attracting your target audience.
Talk with the people who are putting on the trade show and find out if
it meets your goals. How many trade shows have they done in the past and
how successful were they? If possible, contact people who have
participated in the trade show in the past to find out how the show
worked, or didn’t work, for them.
- Promote the show to your customers.
Although
it is important to make sure the trade show is going to be well
publicized, you will get more mileage from the event if you invite your
own customers and prospects to attend. A simple mailer to your clients
is a great way to get people in the door. Many times the trade show will
supply you with mailers or postcards, which helps keep your budget in
check. You could also develop an interesting angle to motivate customers
to attend, such as a demo or special event at your booth, or the
promise of receiving a free gift.
- Seek media exposure.
Tradeshows
usually attract numerous media outlets. Work in advance to organize
interviews with key industry editors in order to, not only get your name
in print, but also develop an ongoing relationship with important media
representatives. You can even make it easy for reporters by delivering
your story in advance, along with press releases, media kits, customer
testimonials, etc. Have those materials on-hand the day of the event and
have a staff member prepped for interviews.
- Visit other trade shows.
Observing
other trade show participants can give you ideas for your upcoming
event. Observe the displays, how the people work their booths and
attract people to come visit, the giveaways, etc.
- Prepare your booth display and materials.
Your
booth or display table should reflect the quality and professionalism
of your products and services. There are many companies that develop
trade show booths, so shop around before committing to a price. The
booth should be eye-catching – something attendees can see from 15 to 20
feet away. Samples of your work, photographs, testimonial letters,
press clippings, etc. can help give your booth credibility. The booth
will probably be your biggest expense, but it is also the most
important.
Make
sure to also have the appropriate sales materials available to
distribute to potential customers. In that many trade show attendees
make a habit of taking something from each booth, regardless of whether
they are actually interested, have a relatively inexpensive piece
available for the taking, and a more costly brochure behind the table
for serious prospects.
- Prepare your staff.
Prepare
in advance what your staff will say when people come by your booth.
Your staff should be prepared to give a quick description of what you
do, what services you offer, and information on the product or program
you’re promoting.Begin with one good qualifying question your staff can
ask to see if the person they are speaking with is a prospect. Then,
write out a script so that your staff is prepared to answer questions.
- Have some way to capture names, addresses and e-mails.
The
easiest way to capture contact information of attendees is by enticing
them with a drawing. Set up a give-a-way and allow attendees to drop
their business card in a fish bowl, or fill out a sign-up sheet for a
free gift.
- Network your company to other exhibitors.
Go
out of your way to initiate relationships with other exhibitors. They
may need your products and services or be in a position to refer you to
others. Also, you might find a new source of customer leads or potential
business partners for your company.
- Follow-up with all of your leads.
Remember
that making a trade show experience a success doesn’t end when the
trade show is finished; a trade show is a source of leads, not clients.
Follow up on all of your leads with phone calls, and put the names on
your newsletter, direct mail and/or e-mail list.
BENEFITS OF TRADE FAIRS AND EXHIBITIONS
- Tradeshows Create Lasting Impressions If Done Right
The
main purpose of trade show events is to showcase a wide variety of
options for attendees and business to engage and interact with each
other. With a well-designed trade show booth that draws attendees’
attention, a few promotional items, a contest opportunity with giveaways
and sales collateral, you have a well-rounded booth experience that
leaves an impression with a prospective customer for months. Consider
having attendees enter a drawing by submitting a business card or
completing an action on social media. These types of promotions serve
dual purposes: increasing engagement and capturing potential contact
information as well.
- Trade Shows Are Incredible Face-To-Face Marketing Events
When
it comes to influencing a decision, nothing can compete with
face-to-face interaction. Trade shows provide opportunities to engage
with current customers and attendees. It doesn’t matter whether you’re
marketing a service or selling your new product, an in-person
presentation and short question based conversation afterwards can help
you to close the deal quickly versus an email sharing the latest sales
promo. This makes pre-show planning key to trade show success. If you’ve
got an employee who is a natural at “turning on the charm” or one who
is great at relationship selling, should be a no brainer on them being a
part of the sales team. The cost to bringing them to your next trade
show event could pay for itself within hours of the show starting.
- Tradeshow Lead Generation Potential
When
it comes to trade show benefits, this is one of the biggest. Major
trade shows have massive followings and attendance. For example, the
Consumer Electronics Show in 2014 had over 152,000 attendees on the
trade show exhibition floor from more than 150 countries. Each attendee
of a trade show is a potential lead waiting to be captured. Having QR
codes linked to social media accounts or lead generation pages, asking
for contact information during a presentation and getting their business
cards are all great ways to get fresh leads in your sales pipeline.
Make it clear to them that you’ll be contacting them after the show.
Make sure to follow up with the candidates most likely to buy while the
event is still fresh in their mind.
- Trade Shows Target Audiences Result In Direct Sales Opportunities
Most
conventions and trade shows have a specific market or niche they focus
on. By exhibiting at popular trade shows within your industry, the odds
are very high that you’ll have exposure to an audience that is likely to
have an interest in your product or services and are ready to buy.
ALWAYS have something to sell at a trade show. It doesn’t matter if you
only bring your latest products or have a wide variety of products to
choose, the opportunity to generate sales shouldn’t be lost because you
didn’t have something for them to buy. Don’t miss out on that sale!
- Trade Shows Are Cost-Effective Networking and Advertising
Designing
a trade show booth, renting space on the trade show floor, traveling to
the show and from the show, paying for lodging and meals can seem like a
steep price tag for a single marketing event. If you’ve done the
pre-show marketing work leading up to the show, the potential that a
trade show offers your business can far exceed the investment. Though
you might have a larger initial investment to showcase your business at a
trade show than other advertising or networking methods, the cost to
convert a prospect into a sale is often much lower than other
alternatives. With proper research and planning, trade shows are one of
the most cost-effective sources of leads and sales possible.
- Trade Shows Level The Marketing Field
One
my favorite benefits to trade show marketing is the low cost barrier to
get involved. From locally owned small businesses to multinational
corporations, everyone has access to the same attendees at a trade show.
It’s almost as simple as paying for your exhibit location space,
designing your trade show display booth, promoting your business leading
up to the tradeshow and interacting with the audience during the show.
Even a relatively unknown business can generate large numbers of sales
and leads through trade shows. Certainly this is possible via other
marketing channels, but few are as easy to execute as trade shows can
be.
Trade
shows offer big benefits to businesses of any size. By combining
exposure to a large number of potential leads with the ability to
interact personally, trade shows offer an experience for both the
business and attendee that other forms of marketing cannot. Though
virtual events and other technologies are slowly gaining popularity, few
marketing methods compete with the potential of trade shows.
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