Make Trade Shows Work
 By Terry M. Blair

If you think trade shows are just for big businesses, think again.

Trade shows and other exhibitions can be one of the most cost-effective marketing strategies available—even for small businesses.

These venues offer great opportunities to get your products and services in the marketplace. For the cost of a booth rental and maybe some giveaway swag, your business gets put in front of thousands of possible future clients.

From auto to bridal and home and garden shows—even local festivals and fairs—trade show opportunities run the gamut.

Chances are you can find the perfect one to show off what you have to offer to your target market. As a bonus, you can also do a little reconnaissance. The trade show floor is an easy place to conduct market research on your competition.

But how do you find a show? Your specific industry may hold its own show. Or you can consult a resource like the Trade Show Exhibitors Association for information about upcoming shows that may be right for your business.

Find out if your hometown will offer booth rentals at a fall or spring festival. Most of the time, exhibiting at these events can be affordable. This can be a great way to market to the buying public right in your own backyard—on the cheap.

Before you start reserving booths, do your homework. Contact show organizers and not only ask about attendance projections, but also request the data on past shows. Estimate the cost of booth rental, signage, giveaways and travel. If you find that the potential for exposure outweighs the costs, the trade show may be for you.

Once you’ve decided to take the plunge and exhibit at a trade show, here are some smart ways to get the most out of the experience.

Set clear goals
Determine your overall purpose for attending the trade show. Are you planning to sell merchandise on site? Or is lead generation your ultimate goal?

Prepare a professional display
You don’t have to own the most expensive and flashiest booth on the trade show floor, but your space should be neat, organized and professional.

Bring reinforcements
Don’t make the mistake of thinking you can run your booth on your own. You’ll need assistance managing the crowds or someone to relieve you for breaks and missions to spy on the competition. Make sure your staff is well-trained about your products or services and presents a professional and friendly demeanor.

Give promotional items
Have available a stock of small, inexpensive items like pens, squeezies, magnets or key chains with your logo and contact information. People love to take these away—and the goodies serve as a reminder of your business after they get home.

Have plenty of business cards
You can’t have too many business cards on hand. As a handout, you can’t beat the cost. Give one to every visitor to your booth and even leave them on your table for attendees to pick up themselves.

Hold a prize drawing
Bait your prospects with the allure of winning a prize. A contest is a great way to gather contact information from visitors to your booth. It doesn’t have to be ultra-expensive. Even a $100 item will attract interest.

Mix and mingle
This is not the time to be shy. Talk to every visitor to your booth—even if it’s just idle chit-chat. Even talk about the weather often leads to substantial business conversations.

Don’t be pushy
Although you do want to approach visitors to your booth, don’t be overzealous. Learn the delicate balance between friendliness and pushiness.

Follow up promptly
Connect with any leads you gathered—while they’re still hot.

(Posted May 2007)

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