Trade Shows
Secrets to Promoting Your Business at a Trade Show
Trade shows show promise as a “golden” marketing
opportunity. Many business owners are stepping outside of the traditional box
and investing in portable signage. Talking one-on-one with potential buyers
provides an immediate gratification that is empowering. The trade show makes
highlighting business services or products easier.
Plan Ahead
Working trade shows requires some planning. If possible,
visit the facility prior to selecting your booth. Walk through the facility
looking for potential problems that would inhibit your success, such as:
Food court: Although being located next to the food
court could be beneficial, it creates a distraction. It’s difficult enough to
interest a potential buyer in 3-minutes; you don’t need the sweet smell of
cotton candy interrupting.
Competition: Don’t be suckered into renting a booth
that is right next to a competitor. Some people believe its quality that counts
and are eager to take the challenge of competition.
Accessibility: Ideally, your booth should be near
the entrance or exit of the building, or the restrooms, or the main isle.
Wherever there is an adequate flow of traffic.
The location of your booth and the signage you use will
have a direct result of your trade show success. Stay focus on the appearance
of your site. Use a banner to display your company logo, web address, and phone
number. It’s important you capture the attention of potential buyers with
signage and color.
Keep it short and simple, K. I. S. S. Use a secondary
color to present information of importance. The two-tone color method adds
depth and retains the attention of the reader and that’s a big advantage.
Most booths are no more than a 9` by 5` area. So it is
equally important that you make valuable use of the area. Eliminate any
unnecessary clutter and keep things organized. It’s important that your
potential buyer doesn’t become distracted.
Offering a special is also a good way to bring more people
to your booth. Use a tripod and display board to feature your special offer.
Write clear and in large lettering. Be prepared to answer questions.
Working a Business Trade Show
Business trade shows go hand in hand with network
marketing. The primary purpose of this type of trade show is to draw the
interest of other businesses. Your objective is to provide enough information
for the other participants to promote your services or products by word of mouth
or through passing literature.
It’s common practice for business groups to exchange
business cards and brochures at a business trade show. Each booth gives a 2
minute presentation to visitors, a free gift (ink pen, magnet, sticky notes, or
eraser), and ask for the visitors literature. Professionals shake hands and
begin asking questions.
- How can I assist you?
- What are the benefits of using your services or
products?
- Who is your target market?
- How can potential buyers reach you?
- Do you work outside of your area?
Business trade shows are not limited to business owners.
Most vendors will invite others that may profit from using the services or
products of the network group. Finding a good booth, using the proper signage,
and displaying a sample of your services or products are all important elements
of trade show marketing.
Some believe network trade shows are more profitable.
While others, think a trade show that deals directly with the consumer has more
advantages. The secret to successfully marketing your business at a trade show
lies in the tools you use. If you have a dynamic personality, make your next
marketing strategy a trade show. Marketing Tips Provided to You by:
Matt Bacak, The Powerful Promoter
Author of Powerful Promoting Tips
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