Event Management of Trade Shows: Trade shows are important for companies to present their products and to get in touch with its customers and business parties. If you have ever wondered about the success of trade shows, all you have to do is look at towns across America.
Begin by looking at the community calendar in the local newspaper. You will like see an announcement for some type of “expo.” These expos can focus on home improvement, senior care or the local businesses. Pick up the phone book of even the smallest town. You will likely find some type of listing under “convention hall” or “room rental” that indicates a space large enough for a trade show. Finally, look at the annual events calendar for the local chamber of commerce. Most chambers host an annual business exhibition for the community.
To the general public, these trade shows are an excellent way to find out more about local businesses, particularly if people are interested in a certain type of business. A boat show will draw people who love to be on the water and those who dream of owning the big Yacht. Home improvement expos are held in almost every town to showcase remodeling companies, contractors and even landscapers.
For businesses, trade shows are a large part of many marketing budgets because:
They are a great way to meet many people quickly. Customers come to them! And if they stop by your booth, that usually means they are a great prospect. You can create a display that showcases the best of your business.
The downside is the cost. Many trade shows require a huge booth fee that ranges from several hundred to several thousand dollars. This means that companies have to get the most out of these expos. Here are some tips for a successful trade show:
Know what you want of the show financially and in terms of business leads. If you have a product you can sell, how many sales do you want to make. But if you offer a service such as insurance or marketing, determine how many leads you want to receive. This calculates your return on your investment and helps you decide if you want to attend the show next year.
The host of the trade show and the venue will likely do some Marketing before the event. But why depend on them to market your business. Let people know that you will be at the expo. If you have regular Advertisements that run in various outlets, change these ads to mention the trade show.
Make sure you have a display that will attract visitors. Many companies give away novelty items and have a free candy jar at their table. This will attract the people who came to the exhibition for the freebies, but those people are unlikely to become customers. You don’t have to have Music and Fancy Lights (but if you are a Disc Jockey they area good idea!). Have a display that gets across the key points about your business. Use videos that people can watch and allow them to watch before approaching them.
After a trade show or exhibition, you will get many leads. Those leads will only turn into customers if you follow up afterwards.
Most cities have many trade shows each year. If you attend each one, you will quickly eat up your Marketing Budget. Consider attending those that relate to your business. For example, many trade shows are geared towards women. If you know that women are the majority of your customers, sign up! You may not see as much traffic as you would at the large expo sponsored by the local chamber of commerce but may make more sales because you are hitting your target market.
Finally, work with the trade show organizers. Some private companies plan these shows but many organizations do the planning in house. If you are willing to help in the planning, donate door prizes or sponsor entertainment, you will likely get a prominent spot and free advertisement.
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