Carefully Planned Trade Shows
Trade shows are one of the most effective methods to reach the most number of clients and potential customers in the shortest possible time. It also provides you with the chance not only to display your merchandise or offer your services but also generate that very vital initial impression. Ninety one percent of people who answered a recent survey categorized trade shows as extremely useful source of product data. Almost 50% of the respondents also answered that they had bought merchandise or services at trade shows.
Two hundred guests per day are normal for national trade shows with 10,000 attendees and 1,000 participating exhibitors. This is definitely better than what can be expected from doing sales calls and on site visits by sales representatives. Some might argue that you will not always have the chance to present your product as you might with cold sales visits, but trade shows provide the link for future connections and interactions, a link that are often difficult to get by other marketing means.
Most companies view these days as a great way to connect to their customers. When you have joined previously, most clients expect to see you there regularly. Your competition will take advantage of your nonappearance especially when the company has some public relations patching up to do, like a recent reorganization, mergers, acquisitions and other transformations. You can always stop attending some trade shows but you must carefully study what your absence might lead some of your clients to believe. If necessary, you can send a postcard or give your best clients a call to explain your decision not to join, or what other exhibit schedules you plan to participate.
As in most sales and marketing campaigns, a company must make a clear set of goals before joining trade shows. The reason for participating must be clear.
These presentations are a great opportunity to argue against a rivals claim; position your company, product or services in the market; generate potential clients; introduce a new product or provide better customer relations with current clients. You reason for exhibiting will have a lot to do with what particular exhibits you are going to participate in and the kind of exhibit you are going to do.
Next to your reason for exhibiting, your company must also have a clear idea on your target audience. This can be a certain sex or age, technical or professional group. You must take a look at the list of vendors and the list of attendees to help you make a more educated decision.
The design of your trade show booth and the type of flyers and pamphlets you are going to distribute will depend on the message you want to convey. Having a definite knowledge on the kind of idea you want to send the public in general and your clients in particular will have a lot of effect on the success of your trade shows.
Definite, quantifiable objectives on what you want to get out of your exhibit will help- set your mind in focus and make your trade shows definite winners.
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