Planning for Your Next Tradeshow
Adequate planning and
attention to detail will be key components to your success.
Below are answers to some commonly asked questions regarding trade
shows.
Are trade shows worth
the hassle and the expense?
The answer is yes for most
companies. Trade shows give you a way to showcase your products and
services to a broad audience that you may not reach otherwise. Often
people attend trade shows in order to fill a specific need, and you
company could be just what they are looking for.
Most trade shows are organized around a particular theme. This means
that those attending the show are all coming to hear about products
within that genre. You are able to target your message to the needs
of those attending the show.
Should you try and
exhibit at new trade shows?
Usually new trade shows are not the best bet for your company. Most
small businesses do not have money to risk on attending a trade show
without a proven track record. It is best to stick with those trade
shows that have proven results for those in your industry.
The only new trade show that may be a good risk is one in an area
that is sure to be populated and excellent marketing strategies.
How do I determine which trade shows will give me the best return
on investment (ROI)?
Return on investment is the main thing most businesses consider when
deciding to attend a particular trade show. You can follow a few
easy steps to figure out which ones offer the best ROI:
-
A theme that matches
your products or services.
-
Determine probable
visitor profiles based the services and products offered by
other participants.
-
See if your products
and services are at least an 80% match to the needs of your
visitor profiles. It they are, it is a good trade show to
attend.
Running a business is
full of risks. The risks you take, however, should be calculated and
analyzed so they have the best possibility of success. You want to
take good care of both your time and your money.
Which type of
exhibits work best for companies that don’t have a lot of money to
spend?
Those on a limited budget will do best to stick with tabletop
displays. This is the type of display used by most small companies.
These types of display do not require elaborate and expensive set
up; all you need is a few tables in your exhibit space.
Are there keys to
making a successful trade show appearance on a small budget?
The first key is not to worry so much about what you don’t have, but
work at maximizing what you do have. There are several ways those
companies on limited budgets can make their trade show a success,
including:
-
Pick an offbeat show
that will give you the most bang for your buck.
-
Always stick to
older, established trade shows.
-
Attend shows that
target the key decision makers in the industries you are trying
to reach.
-
Have a matrix
prepared ahead of time which highlights the advantages of your
products or services above those of your competitors.
-
Include a working
model of your product for attendees to examine.
How can I prepare for
my trade show experience?
It is always important to prepare for key events, and trade shows
are no exception. Below are some tips for things to do prior to your
trade show in order to make it a success:
-
Always make all your
arrangements well in advance.
-
Take the time to
examine the exhibit space to ensure that there are no potential
issues that will impact your success, such as being in an
inaccessible area or right next to your competitor.
-
Use lead retrieval
services that are available from the trade show or independent
contractors.
-
Make sure your
exhibit booth staff is well trained.
-
Give existing
clients notice of your appearance at the show months prior to
the actual show.
-
Get expert advice on
designing a successful exhibit booth, training booth staff, and
marketing your trade show appearance.
-
Give sales staff
extra time after the trade show to follow up on leads they
received from the show.
These steps can help you
have a more effective and enjoyable trade show experience.
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