Trade Show Tips and Tricks
Author: Julie Verville
Runtime:One of the best ways to market your products and services is to display at a local trade show. Trade shows can be effective promotional and sales tool for businesses of all shapes and size. But, they can also be a colossal waste of time. In order to leverage this marketing tactic to your benefit, consider the tips and tricks outlined below.
Spend Wisely- Choose Niche Trade Shows
When leveraging trade shows as a marketing tactic, be sure to choose niche events that cater to your strengths. In other words, don’t attend a gun show if your organization produces confectionary products. Choose trade shows that give you the greatest opportunity to yield a return on your investment. For example, if your goal is to sell products and services on the spot, you not only need a captive crowd, you need a ton of foot traffic. Research the show’s prior attendance to determine if it is the right crowd for your business’s goals and financial objectives.
What’s your Marketing Gimmick?
What is your strategy for attracting the attention of trade show attendees? Consider this- you are competing for a consumer’s attention amongst 100s, sometimes 1000s of booths. You must stand out.
Advertise in advance. Consider a contest. Offering an attractive giveaway can often generate an attendee’s interest. Print the advertisement along with your booth number and if possible, send the mailer or email to pre-determined trade show attendees. In addition, send the invitation to distributors and other vendors that fall within your target market.
Once people have walked into the event’s doors, you need to grab their attention. Some trade shows permit the use of mascots within the aisles. If a mascot fits within your organization’s theme, consider hiring someone to push traffic to your booth’s front door.
Generating Attention- Capturing Valuable Lead Information
Once you get people to stop by your booth, you must be able to capture their personal information for marketing purposes. That is of course if you aren’t trying to sell directly at the event. Free newsletters, ebooks, whitepapers and coupons are great ways to get consumers to part with their phone numbers and email addresses. These pieces of information are invaluable to you as a business owner.
Choosing trade shows wisely, planning and executing a well thought out marketing gimmick and planning to attract a lead’s attention will pay huge dividends for your organization. With affordable entrance costs and numerous event options, trade shows can act as an effective marketing tool for your business.
