Trade shows are events where industry members showcase their products and services to potential customers. They require strategic planning, a strong visual presentation, and a well-trained staff. Success can lead to sales, established relationships, and industry contacts.
A trade show is an organized gathering, usually held over the course of a few days, where members of a particular industry can showcase their products or services. Trade shows allow exhibitors to reach large numbers of customers in a short period of time, where they can sell their brand face-to-face, leading to sales, established relationships and industry contacts.
Trade shows are usually held in convention centers that can accommodate large numbers of exhibitors. They generally occur once a year which includes not only exhibiting in the exhibition hall but also attending seminars, conferences and meetings related to the industry. Many members of a certain industry attend trade shows to reconnect with industry members, meet competitors, make business contacts, and make potential sales.
A successful trade show is all about planning and can determine leads and potential sales. Since trade shows generally only take place once a year, many companies develop an intricate marketing plan and mission statement outlining the intent and expected outcomes of the show. This will organize an expected budget for pre-show promotions, site activity, and post-show follow-ups. This mission should also meet financial needs which will include costs for space, trade show exhibits and travel expenses.
Success at a fair also depends on the staff chosen to represent the company. A select group of staff members should be brought to a show, especially those who know the company well, can be on their feet all day, and will rave about the company and products.
Another component of trade shows is visual presentation and pre-promotional marketing. Exhibitors should work with a design team to create signage, interactive promotions and demonstrations. Marketing materials should inform potential customers about a company’s products and services. Examples include: sales literature, product factsheets, business cards, promotional items, and follow-up information packs.
During a show, maintaining a sense of calm is key, as sometimes everything can go wrong. Make sure the booth and graphics are set up and marketing materials are ready for distribution. Additionally, exhibitors can be invited to numerous parties, events, meetings and potential sales calls. It is also advisable to attend seminars as exhibitors can learn and extend their information on a specific topic from a respected leader in the industry. Follow-up within 48 hours is crucial. With all the hard work that goes into a show, exhibitors don’t want to be forgotten because of a time lapse. Exhibitors should also have a post-show and budget meeting.
Trade shows are a unique way for exhibitors to present their products and services to a targeted audience. The key to success at a trade show is strategic preparation which can lead to leads and potential sales.
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