Exhibitions and tradeshows can be a very effective tool for generating new business. But, they’re expensive. You have to pay to attend, to resource the stand in man hours, to provide all the materials you need on the day etc etc. It is not a cheap marketing vehicle that’s for sure.
So it’s very important that you plan your participation well. Have a look at this article on the Small Business Brief website by ‘The Tradeshow Coach’ Susan Friedmann. Susan has written 27 top tips for making the most of tradeshows:
27 Exhibiting Do’s and Don’ts
To add my top tip to Susan’s 27, it would be to plan your participation at trade shows at least a year in advance. Put a calendar of the major events in your industry together, attend any you haven’t been to before and make sure they reach your target audience – sometimes the sales hype you hear doesn’t accurately reflect who you are likely to meet.
Once you know which show to attend, get your budget organised and book on to the priority shows. Always negotiate with the vendor, you may be able to get a better price if you ask. And finally, on the day remember you are there to talk to customers, not chat on the phone or collect emails – this always looks terrible and will certainly turn potential customers away from your stand.
That is a very interesting article thank you. I would also agree that any exhibition you plan to attend will need a long preparation time. All aspects of your exhibition should be strongly thought through and a goal oriented business plan developed. Your exhibition display is a key to getting a customers attention but it is what you do after that which counts!