The Internet has enabled the growth of small businesses all over Australia and indeed the world. Skilled business people can start a business with a PC and a website 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 the value of a trade show lies!
Trade shows have taken a hit in some industries and the days of the big, glossy shows seems to be far behind us but the popularity of those shows still standing has remained relatively strong. For example in America last year trade shows all over the country had attendance up to 123 million people and U.S. expenditures reaching $100 billion on them last year, according to Business Week.
Trade shows provide a unique venue for people with common interests to connect with one another, 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.
Finding the right show
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. Your local chamber of commerce or industry body is a great starting point as is simply typing in some key details into a search engine like Google. The AusIndustry site is also a good starting point. Finding a list of events is simply step one, however there are a few points that should be kept in mind when assessing whether an event is appropriate for your business.
You should look for:
Dates: If you're a one-person company, 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: Is the show right for your product or service? If you are selling cookware, you might be interested in taking a booth at a regional show 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, and/or collateral or promotions. You need to weigh all of these expenses against the potential benefits of new sales and leads. Grab a spreadsheet and start to put in some numbers. Also take time to chat to the organisers and find out what they can tell you about the audience and the 'foot traffic' that will go past your booth.
Attracting attendees
This leads neatly to a critical aspect of the trade show - the 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 exposure for your initial outlay. 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. Add details about the event to your email signature and make sure you tell your existing customers.
Preparing for the show
So now that you have done all of the necessary preparation what can you do for the big day? The day of the show will be hectic but there are a few basic tips that can help you through it:
- Have all your materials organised and ready to go at least 24 hours in advance. This is a great task to share with interns, or even keen school students, who can help with collating and gathering materials.
- Be organised and take full advantage of the set up time you have allocated. Arrive promptly and pay careful attention to loading dock rules and parking regulations. The last thing you want to be doing in the middle of in-depth discussion with a prospect is running off to rescue your car from a two truck.
- Bring in plenty of help to work your booth. If you are a one-person shop, enlist a friend or family member to help you work the booth -- you don't want to miss an important lead because you had to grab some lunch or go to the bathroom.
- 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 and possibly unforgiving. Wear comfortable shoes with good support but remember you still need to look professional. Bring a change of socks for the day too, little things such as a new pair of socks can help you stay feel fresh as the hours kick on.
- Overall, smile and have fun. This is a rare opportunity to get out from behind your desk, have some "face time" with your customers, get feedback on your offerings, make some new friends and sell your business! Good luck!
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