Where better to find your target market than at a trade show? Whether you attend a show as a guest, or you participate as an exhibitor, trade shows are exceptional ways to expand your business. They provide networking contacts, introduce you to products, services, equipment, information and experts you may need for your business, and expose you to new markets and potential customers.
Unfortunately, more than 80% of exhibitors waste the opportunities provided by trade shows. It isn’t enough to simply have a presence at a show. Successful booths require strategic planning, organization and networking skill. You need to create an eye-catching, emotionally appealing booth and then be prepared to "work" your booth. You can’t just sit behind a table and wait for people to talk to you!
Don’t just limit yourself to trade shows when exhibiting. Expand beyond your usual market! Special events such as fall fairs, festivals, community celebrations, and conferences all provide networking opportunities, as well as a mass audience to whom you can sell your products and demonstrate your knowledge and skills.
SUCCESS TIP: Choose trade shows and special events that cater to women. Women comprise 80% of your clientele. Trade shows relating to health or feeling good, or to new age topics will also attract the type of clients who would be interested in your services.
STRATEGIZE AHEAD! PLAN AHEAD!
ORGANIZE AHEAD!
Set Goals
How many new clients do you want to secure? Set realistic goals. Only 1-6% of the people who stop at your booth will become new clients, provided that you promote yourself correctly. That means you must interact with at least 100 people if you want 1-5 new clients, 200 people to attract 5-10 new clients, etc. Plan your appointments, demonstrations and samples to consider this. Then prepare ahead!
Maximize Response
Give people something to take home
Let people experience your product or technique
Make your signs large, colourful and visible AND PROFESSIONAL LOOKING! Don't diminish your credibility and look amateur with home-made signs. Proper signs are worth the investment.
Display your diplomas and credentials.
Thoroughly explain your service or product and why it is needed. Provide informative handouts.
Provide brochures about your services and products.
Have adequate supplies of products and promotional materials for the day.
Adequately staff your booth. Be certain that your assistants are pleasant, knowledgeable and well-informed about your products and services. A negative impression costs you clients. You lose business when staff cannot provide correct information in response to inquiries or they must keep interrupting you for answers.
Arrange a meeting with helpers prior to the trade show. Explain your policies, products, and what you wish to promote at the show. Encourage your helpers ask questions so they fully understand your objectives and your business operation.
Never place a barrier such as a table between the customer and you. Stand in front or to the side of your table to greet guests. Create a neat, attractive, inviting booth that draws people into it.
Add a fountain or conversation piece to attract attention. This draws curious people to your booth and provides a conversation opener that helps place both you and your guests at ease.
Display prices clearly on every item or service.
Use upcoming holidays as an opportunity to promote gift certificates, gift baskets and unique products. Simply add bows to items on display and place a shelf talker to remind everyone of the occasion.
Offer free samples
to attract attention and stimulate interest in your products and services.
Draws and give-aways
let you compile a mailing list of contacts made at the show. Be sure to ask one or two questions on the ballot that qualify whether each person is really a potential customer. For instance, you might ask "Are you interested in receiving information on future classes or programs?" "Would you be interested in a free introductory lecture?" "Would you try this product?"
How do you get people to come to you AFTER the show?
Offer a show special. Give out time-limited introductory discount coupons for your service or a particular product
Offer a free newsletter. Place a sign-up sheet at the show
Offer a door prize. Compile a mailing list from all ballots. Then send out a follow-up no later than 2 weeks after the show. Thank each respondent for entering & offer a consolation prize of a discount or special introductory service. Don’t waste time offering a door prize if you do not plan to use any names or information gathered.
Encourage your existing clientele to promote your business for you by offering a referral fee applied against a client's next treatment.
Offer a "bring a buddy" special.
This article was condensed and excerpted from Marketing Made Easy. For dozens more ideas and tips, plus instructions on how to set up fabulous displays and signs, and a checklist to ensure you don't forget to take everything you'll need when you exhibit, order Marketing Made Easy--90+ ways to Attract Clients
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