NFIB

Does Attending Trade Shows Help Grow Your Business?
07/ 12/ 2002

by Vicki Gerson

There are many compelling reasons why you should purchase a booth at a trade show even if you are a small to mid-size business. But if you own a small or mid-size business you probably don't have the dollars to attend every trade show you could. So it's important to consider a few issues before you sign up for a show and pay your money for a booth.

First, what will the attendance be? You want to get the most exposure possible. Large shows have thousands of people walking by your booth, giving your products greater exposure. If you're considering a small trade show, will the people attending the show be the ones you need to target?

It's also important to consider if you have the personnel to cover the booth. Participating in a trade show means long, tiring hours. Can you and your staff handle the trade show, while at the same time leave someone at the company to manage your business?

Then, there is the cost. You need a professional display. If you don’t already have one, get bids from trade show companies who build displays for businesses who attend shows.

After you solve these issues, there's no doubt that trade shows can be advantageous to your business. Here are a few ways to make them work for you.

Introduce new products.

Trade shows are successful vehicles for introducing new product lines. These trade shows also give you the opportunity to pre-sell your product line. In addition, trade shows allow you to feature the company's premiere product or unveil seasonal offerings to consumers or distributors.

Be sure to have written material that prospective customers can take with them about your company and your products. Before the show, have enough literature to hand out. If you can, put together a press kit (at least 50 to 100 copies) that can be left in the press room as well as your booth. This allows all reporters covering the show to have information about your company.

Make contact with distributors.

Distributors are wandering the show floor looking for new ideas and products to add to their distribution line. Make sure you or a sales manager has a conversation with these individuals.

Offer show specials.

Show specials are a way to offer a product at a higher discount than the usual discount. Make sure you send a pre-announcement to show attendees. You should be able to either receive for free or purchase a preregistered attendance list from convention organizers.

You may want to consider extending this show special to current customers who are not attending the show as well. Specify the date when this offer expires. This method provides another opportunity for selling more products.

Offer new account specials.

Trade shows are the perfect time to get new accounts. One way to do this is to offer a solid discount on the first order or a gift of limited value.

Set up a prize bowl.

Have attendees drop their business cards in the bowl and have a giveaway drawing. This is a great way to acquire leads for your sales people.

Sometime after the trade show, your sales staff can contact the people whose cards were in the prize bowl. The potential customer is more likely to respond or give your salesperson the appointment because he or she has prior knowledge of your company or product. A second way to follow up on these leads is to send potential customers a direct mail piece while the name of your company is fresh in their minds.

Build relationships.

Trade shows build the way for future relationships. At the show, you may see current customers, sales representatives, distributors or members of the media. Current customers will be happy to see you and may introduce you to someone who could do business with you. If your product is interesting enough, you may catch the attention of a reporter who wants to do an article about you or your company.

Keep careful track of everyone you contact during the trade show. Make time to check out your competitors. Knowing what direct competitors are doing can be important for your future marketing endeavors.

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