Trade shows are a very powerful marketing medium because they generally take place at a single location, have short runs (usually one to three days), and bring together thousands of exhibitors and potential customers.Common reasons for exhibiting include: Generating sales leads and actual sales at the show, enhancing your image and visibility, reaching a specific audience, personally meeting your customers, competitors and suppliers, prospecting for new customers, introducing new products and services, demonstrating your product in ways not possible using other marketing channels, recruiting distributors or dealers, educating your target audience.
There are probably several trade shows in your industry worth visiting, and a select few worthy of a company booth. Start by researching which shows to attend. Identify the locations and dates of all the trade shows related to your industry. Request media kits on each show, which should tell you about its size, target market and typical exhibitors. If your direct competitors are likely to exhibit, your company may be conspicuous if absent.
It's a good idea to exhibit at least once a year just to get your name out there, especially if you're an early stage startup looking for publicity — or funding.
Once the show space specifics have been established, then you can move on to deciding what to take and how you can ‘show your stuff’.
The following are just a few ideas to help you get ready for that all important trade show.
a) If the trade show display table you have does not include a tablecloth, be sure to get one that complements your display and represents your company’s image and colour
b) Erect a stand-alone presentation board. On the board, you can show how clients can benefit by using your products/services. Be creative and make it stand out. Include pictures, if possible, and be sure your company name and logo are more than obvious.
c) Arrange your trade show display table in levels. Put the larger items at the rear, shorter items in front of those, and even shorter items in front of those.
d) Develop a PowerPoint presentation to display on your table. You can make it on your desktop computer and transfer it to a laptop, which you can rent or borrow if you don’t already have one. Your visitors will find this visually appealing and it will draw in their attention.
e) Have plenty of trade show giveaways, such as business cards, brochures, pens, magnets, and anything else that has your company name and/or logo on it.
f) Offer something a little different as a trade show giveaway… FOOD. Package your food in a way that will allow you to have your company contact information on it.
g) Offer Gift Certificates for some of your services as a trade show giveaway.
h) Have a draw for a prize. Offer a prize that in some way complements your business if possible, and appeals to anyone. Have visitors and entrants sign a guestbook, fill in a ticket, or drop their business cards into a fish bowl or gift bag. The great thing about this trade show giveaway is that you can then use this information at a later date to make a follow up contact.
i) Have a portfolio of your work available as part of your trade show display. Print off some of your best projects, put them into plastic sheet protectors, and arrange them in a binder.
Ivana Katz
Websites 4 Small Business
www.web4business.com.au
No comments:
Post a Comment