I've started planning for Fall business and see opportunities to participate in a number of trade events. Do you have suggestions for participating, selling, or benefiting from trade shows?

August 03 2005 - Syracuse Post Standard

Tracy:
Trade shows are excellent marketing vehicles for your company. There are a few things to consider before signing up for a trade show. Ask the show promoter the demographics of the audience, the expected number of attendees, how long the show has been produced, how successful it's been for past exhibitors, and past promotional materials on the event. A professional, well organized, and well marketed show is worth attending but do your research before you sign-up so you don't waste valuable marketing dollars on a show that promises a lot but delivers a little. Obtaining materials and proof of the trade show's past success can help you make a decision on whether to participate. Any reputable promoter will be willing to show you the statistics and share this information with you. Once you make the decision, be ready to sell and sell well so you make your marketing dollars really work.

Julie: I'm always surprised at how many companies simply put out brochures and promotional items at these shows. Would you bother to stop at such a boring table? With a little extra effort you can create a booth that will generate interest and sales for your business. The first thing I do is push the table provided to the back of the booth. It forces people to actually enter it. When displaying a product, create varying levels on your table by draping boxes of different sizes with a tablecloth. It will immediately look more interesting. You can warm it up even more by adding an area rug and a lamp. A splashy give-away is a tried and true way to get people to stop and visit. They have to leave their business card to win the prize, and you get a chance to chat with them and build your database. Lastly, give away good quality chocolate to everyone who passes by. Who could resist that?

Ann Marie:
I am extremely very picky about what events I agree to do after making some mistakes early on. My list of potential clients is pretty specific; I need to meet Commercial Advertising and Production people not potential models (I have lots). When I cast too indiscriminate a net, instead of meeting potential clients, I spend most of my time at trade shows looking at photos of people's children. Now don't get me wrong, I like looking at family photos, but when every other person asks me if their child is cute....well, I do a lot of nodding and smiling and not a lot of new client making. Do your homework before you say yes, even if the event is free. Talk to people that have exhibited, they will give you the real skinny. The lesson here: Just because there will be a crowd gathering, doesn't mean you will benefit by being in the center of it. (unless Julie is there and you get chocolate).