Tshow

Trade Shows still represent important, business building opportunities. Recently, I had the opportunity to attend a small trade show in New England.  Actually, it was more of a table top show, but the cost of entry was pretty significant for the exhibitors.  One table was $2.000.  Larger spaces, 2 or more tables, started at $5,000.  And believe me, there were no shortages of those wanting to exhibit.  In fact, there was a wait list and the event had grown so large, it took up two exhibit halls totaling more than 65,000 square feet of exhibit space (a little over 1/2 the size of a Wal-Mart Supercenter!).

I arrived early in the morning to set-up my booth, well before the show was to open up.  I needed to make sure all my items had arrived, and my pre-plan could be executed based on the space.  I never know what to expect at these things - product doesn't arrive, not enough sales materials, etc., so I arrived early to take care of the unexpected.  Others began to arrive throughout the morning.  But what surprised me were the late arrivals.  The show was scheduled to open at 1:00 PM and even after the show started, there were still sales people arriving and setting up their display space.  In fact, some companies did not bother to show at all - which of course did not disappoint the event organizers, because their booth space was quickly sold to companies on the wait list.

Why some companies or businesses don't bother to show up to a trade event that they have invested thousands in, really baffles me, but I suspect the CEO's and owners of those companies who failed to show up, probably had no idea their representatives did not show.  In light of this, you might be compelled to ask, "Are trade shows still effective ways to grow business?"  Yes, they are.  No question about it.

This feeling that trade shows have become more industry association dog and pony shows has been floating around for a number of years.  But quite frankly, the whole notion of these shows being a waste of time is really being advanced by those that don't want to attend in the first place or those who failed to pass Selling 101.  Let me explain.  Years ago, when I was in college, I had the opportunity to work for a major college football team in a volunteer capacity as an equipment manager.  One day, after practice, the head football coach, a legendary coach, tossed one of those soft leather footballs used for autographs towards me and said, "Here, get this signed by all members of the football team and give it to me before I leave tonight." he ordered.  Stunned, I blurted out, "How am I suppose to do that coach?  There are a lot of players on the team."

"Well it should be pretty easy since they are all in the locker room right now." he said, and turned away.  And he was right, it wasn't as though I had to go dorm room to dorm room, or apartment to apartment chasing them down.  All I had to do was to get with each one of them before they left the locker room.

Now imagine, not having to chase your buyers down at their office.  In fact, imagine further, that they have all come to see you, and many others like you, with an "open-to-buy" attitude.  How incredibly powerful is that - all of your industry buyers, under the same roof, carrying calculators, deal sheets, and booking forms, all with a buying posture?  No, it's not easy, you still have to persuade them, but they are all coming to you - or at least near you and all you have to do is attract them to your booth.

There are many larger companies that do complain that trade shows show very little return for their investment.  But ask the small business owner that sells a seasonal item, and knows that the business they generate at one trade show will just what they need to continue to manufacture, or make payroll.  They have come to depend on these shows as a needed source of revenue.  Trade shows are serious business and they can be serious business for you too.  If you are not getting the results you need from a show, before throwing your arms in the air and proclaiming a loss, ask yourself a few questions:

1)  How prepared were you for the show?  Did you send out anything in advance to your customers to let them know you would be at the show?  Did you know that nearly 1/2 of the appointments at a show were booked in advance of the show?

2)  How attractive is your booth?  Does it stand out?  Do this at your next show.  Before the show begins, go to the very end of the aisle and look down it.  Does your booth or table jump out from the pack or does it blend in with every other booth?  A trade show is no time to be low key.

3)  How effective are the people in your booth?  Are they courteous?  Do they know how to sell?

4)  What are you doing to attract visitors to your booth?  Is there any booth excitement?

There are many reasons why you may not be getting the results that you are looking for at a show.  But rarely does lack of sales have to do with the show itself.  Trade shows are still an excellent way to attract new customers and grow sales.  It may take some patience, a few failures, but ultimately, the results will come.  And of course, if you need help, you can just give us a call, In-Vision Marketing, at 888-717-3277.  It's what we do.  And we will be glad to help you.