The Internet has been a boon for the home business person, enabling small
enterprises to market to and take orders from customers all over the world.
But as effective as working a business online can be, there are times when
the home entrepreneur may crave a little one-on-one interaction with her
customers. That's when she should consider taking her act on the road... to
a trade show.
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According to Business Week, trade shows and exhibitions are one of the
most cost-effective marketing tools available. One recent survey showed that
it costs half as much to close a sale made to an exhibition lead as to one
obtained through all other means.
That's why the number of shows has exploded in the last decade, with
attendance up to 123 million people and U.S. expenditures reaching $100
billion on them last year alone. As the exhibition industry proclaims,
"There are some things you just can't dot.com."
Trade shows provide a unique venue for people with common interests to
connect with one another, live and in person. Attendees can learn from
experts in their field at a fraction of the cost for a seminar or personal
consultation. Exhibitions provide them with a one-stop shop to check out the
latest innovations in their industry, compare products and make purchasing
decisions. They are also a great place to view the product lines of
competitors and network with others. These attractions give exhibitors a
highly targeted market of prospects who have pre-screened themselves as
interested buyers. It's a win-win for everyone involved.
So you've decided that this is an area you'd like to pursue in your
marketing efforts...as long as you can find an exhibition that meets your
needs.
Fortunately, there are several online calendars of trade shows, meetings
and conventions occurring worldwide. Here are some of the largest:
http://www.tscentral.com
http://www.expoguide.com
http://www.tsnn.com
You should look for:
Dates: If you're a one-person shop, you may have to close
operations for the period of time you'll be working the show.
Location: Local shows do not require additional travel expenses or
overnight stays. If the show you wish to attend is highly desirable and more
than a couple of hours away by car, you should factor in the cost of a hotel
room, just in case.
Target Market: If you are selling cookware, you might be
interested in taking a booth at the county fair, where you'll reach a wide
audience of local attendees. However, it would be more cost-effective to
look into exhibiting at a food festival, attracting people who are
interested in how dishes are prepared.
Estimated Attendance: Important in evaluating the cost
effectiveness of your participation, as well as estimating the number of
handout materials you will need to bring.
Expenses: The cost of the booth is only a fraction of what you'll
pay to participate. Read the exhibitor's agreement carefully before
committing to the show: You may be responsible for additional fees, such as
security and cleaning deposits, telephone lines and power supplies. You may
also be required to obtain a rider to your business insurance policy
covering any injuries that might occur at your booth.
Other expenses at your discretion include the cost of signage, handouts,
door prizes (contributed to the show in exchange for additional booth
promotion or given away at your booth to entice attendees to leave their
contact information). You need to weigh all of these expenses against the
potential benefits of new sales and leads.
One aspect of trade shows is the symbiotic relationship between the
promoter, exhibitors and attendees. The better the quality of the exhibits
and offerings, the more qualified participants will want to attend. Once you
agree to be part of the show, you are now partners with the show promoter,
who will include your business information in his marketing efforts --
thereby attracting more attendees and exhibitors, and giving you more bang
for your marketing buck. In turn, you should do all you can to help increase
attendance. Many show promoters will give exhibitors passes to give their
customers, allowing them to attend for free or at a discount. Use these
liberally. Add a line to your sig and your own marketing materials
announcing your participation in the show.
The day of the show will be hectic:
- Have all your materials organized and ready to go at least 24
hours in advance. This is a great task to share with your kids, who
can help with collating and gathering materials.
- Your set-up time prior to the show may be limited. Arrive
promptly and note loading dock rules and parking regulations.
- Don't even think of working your booth alone! If you are a
one-person shop, enlist a friend or family member (even your teenage
kids) to help you work the booth -- you don't want to miss an important
lead because you had to grab some lunch or use the rest room. A
trade show is not a good place for your young children. Arrange for a
spouse, family member or friend to watch them while you're working.
- Dress as you would for any business event, but keep in mind
that you will be on your feet for eight hours or longer on floors that
are hard enough to support a semi-truck. Wear comfortable shoes with
good support (Rockports are better than athletic shoes and look nicer,
too). Stash an extra pair under your booth's skirted table. Changing
into fresh shoes midway through the day will alleviate foot fatigue.
Overall, smile and have fun. This is a rare opportunity to get out from
behind your computer, have some "face time" with your customers, get
feedback on your offerings, make some new friends and sell, sell, sell! (And
what could be more fun than that?)
