PROMOTION - 15.03.2018

Trade show tips and tactics

Opportunity knocks

Expos and business fairs have always been a chance to build contacts, generate new business and market your products and services. Brexit could make them even more important as you look for new business at home or further afield than Europe. But how do you make the most of the time out of the office? Here are three golden rules.

Think laterally

Consider how you fared at previous events, e.g. did you get new business from them, and then contact the organiser for a detailed breakdown of visitor demographics, other exhibitors, the content of any seminars and big-name speakers that might attract interest. Then look at what you paid to attend - cost of the stand, any staff expenses etc. - and assess whether it was money well spent.

Tip.  Your priority should be to assess which shows to target. If the usual ones aren’t working then think outside the box, for example look at an event your competitors might not be at.

Location, location, location

Whichever show you go to you need to think about location, the show itself and your position within it. Consider how easy it will be for people to get to, and then how easily people will be able to find you within the show. The best positions will be where people will linger, so next to the café or speaker hall, for example.

Tip 1. It might feel daunting to go head-to-head with competitors but you want to be in and around them because that makes the area a destination for potential clients interested in what you do.

Tip 2. If it’s the first time you’ve been to the show, look at last year’s map and contact a couple of businesses in areas you are thinking of exhibiting in to see if the location was any good.

Marketing

You’re busy running a business so it’s easy for an expo to creep up on you. However, there are lots of opportunities beforehand.

Tip 1. When negotiating a package with the organisers ask about any potential PR opportunities that exist. Often there will be promotional brochures - can you provide some insightful commentary? E-mail clients and let them know you’ll be there and would love them to come along for a chat. Think about promotional offers - will you be giving extra discounts for orders placed on the day?

Tip 2. A stand is just one part in making the most of the day. Look at the opportunities to be a speaker or panellist. Will you be offering live demos? What sort of branded freebies will you be giving away?

And don’t forget…

This isn’t just a jolly where staff can catch up with their pals and have a few drinks; it’s an intensive experience and in many cases will involve time away from home. Give staff a clear idea what you expect from them and remind them that they’re representing your business.

Tip. Hold an informal debrief after the event. Feed the findings into any assessment you make of which shows to attend next year.