A successful business can’t form in a
vacuum.
In other words, for a business to thrive
and survive it has to get out into the world and “strut its stuff.” Nowhere is this more important than with startups
and small businesses.
However, tough economic times have many
businesses reviewing how their marketing dollars are being spent. As business
owners seek more ways to increase ROI, activities that generate a higher return
are kept whereas ones that don’t provide any traction are on the chopping
block.
A trade show is considered to be an
expensive necessity for many industries, but for a small business like yours,
is it worth it?
Regardless of the industry you’re in, it’s
a pretty safe bet there will be some kind of trade show occurring within the
next several months. Whether you’re going as an observer or as an active
participant with a booth, your trade show experience can become a major boost
for your business.
Here are some of the focused benefits
you’ll get from participating in a trade show.
Finding
leads
You’ve got a product to sell. You know who
your end customer should be. However, there are some very important middle men
you’ll need to find before your product ends up with all those valuable customers.
These would be the distributors and other partners that could benefit from
having your product as part of their catalog.
Suppose you’ve come up with the greatest
flavour of popcorn. Wouldn’t you want to go to the trade show where all the
movie theatre executives will be hanging out?
A trade show is the most efficient method where
you’ll find your leads all in one place.
The
freebies
It’s one thing to describe your product or
service on your website and quite another to be able to provide an actual
demonstration or sample. Participating in a trade show lets you put your
product into the hands of decision makers who can be placing orders the next
day.
Yes, it’s a major investment to give away
samples but it’s an investment that can pay back in very positive ways.
Build
your brand
A business is built on its brand.
Just like the adage – if a tree falls in the forest, but, if no one is there to hear it, does
it make a sound?
If no one is aware of your company then it
can’t gain a foothold. A trade show will be plastered with banners, bags,
T-shirts and other give-aways that have all kinds of company brands imprinted
on them. Get into that game and you’ll be able to spread your name in front of
the people that matter.
Scope
out your competitors
You’ve got competition. Yes, you like to
think that your product is truly unique and the only one needed by the
consumer.
The harsh truth is you will always have
competitors. Guess where they’ll be?
At a trade show.
This is a perfect opportunity for you to
check out the competition. You’re not spying as much as seeing what they’re
offering and how your product is different. Who knows? Seeing what the
competition is up to might inspire you to make some beneficial changes to your
business.
The press
Trade shows are covered by the media.
Depending on the show and industry, that media could truly be global. This is a
wonderful chance for you to get some very positive exposure. Seek out the media
reps and offer them a demonstration/sample.
Don’t wait for them to come to you!
