| In this age of the internet, when virtually any | | | | On the show floor it is important that your staff is |
| business transaction can be handled from your own | | | | well trained to demonstrate your product - and sell it. |
| personal computer, the trade show seems like a | | | | Trade show attendees who leave dissatisfied |
| quaint and clunky relic. Why would you trek off with | | | | complain that salespeople did not meet their needs, |
| staff in gear in tow, erect the grownup equivalent of | | | | weren't available to help them, or seemed |
| a lemonade stand, and spend hours on your feet in a | | | | untrustworthy, industry surveys show. Have |
| theater lobby, smiling, schmoozing, shaking hands, and | | | | approachable, knowledgeable people behind your |
| selling until you are ready to drop? Why, in short, | | | | booth with your company logo on their shirt and |
| should you bother with a trade show at all? For most | | | | provide them with a name tag. |
| businesses the answer is clear: Because you have to. | | | | Getting attention on a crowded show floor isn't easy |
| While the exhibition industry prematurely predicted its | | | | for a newcomer. However, you can create a |
| own demise earlier this decade because of the Web, | | | | respectable-looking booth inexpensively without being |
| something curious happened: The rise of the virtual | | | | tacky: Buy good quality, three-sided skirts for your |
| office served only to reaffirm the importance of the | | | | tables and portable banner stands for signage, make |
| human touch in doing business. In many industries, the | | | | flyers on your computer to set plastic literature |
| trade show has become a must-seize marketing | | | | racks. Provide lots of small giveaways and raffles to |
| opportunity. It's a time to meet prospective | | | | gain qualified leads, and hand out your business card |
| customers, get valuable feedback on your product or | | | | and a small gift with your logo and phone number on |
| service, and close sales. | | | | it. |
| According to Tradeshow Week's 1999 Data Book, | | | | For most exhibitors, the really hard work begins once |
| 86% of show attendees called the shots or | | | | the show is over. That's when you will have to follow |
| influenced buying, 85% had not been called by a | | | | up on all of your sales leads - preferably as soon as |
| salesperson before the show, and 75% left the | | | | possible, so your company is still fresh in their minds. |
| show with at least one purchase. | | | | You should also analyze what you learned from the |
| Despite the outlay of time and money, a trade show | | | | show experience and adjust what you are doing |
| is still a very economical way to build your business. | | | | accordingly. Experts suggest you commit at least a |
| While a small business can easily plunk down upwards | | | | third of your trade-show budget to follow-up. And if |
| of $500 - $1,000 for exhibition costs, it's one way to | | | | you think you can skip the whole affair because all |
| gain a leg up on your industry's Goliath's. And unlike | | | | your deals are done elsewhere, think again. Trade |
| the social vacuum of the Web, you can see | | | | shows become a gossipy society unto themselves, |
| immediately what customers think of your product. | | | | where your competitors might float rumors in your |
| Once you have decided you're going to exhibit, you | | | | absence that your company is ready to bite the dust. |
| need to inform your prospective customers. Allocate | | | | In some sectors trade shows are the preferred |
| part of your budget for pre-show advertising, direct | | | | venue for doing business. |
| mailers, and personal phone calls to make sure that | | | | For exhibiting and/or sponsoring our fitness events in |
| those prospects write you into their agendas. Direct | | | | the Spring and Fall contact us and commit early to |
| mail motivates 53% of previous show attendees and | | | | ensure that your company is involved from the start |
| 29% of new-comers to visit your booth, according | | | | of pre-show promotion. |
| to industry data. | | | | |