Trade Show Success Strategies

Whether you face it now or later, eventually you'll have to take your small business out in the world for the whole trade show tour.

You'll reach a wider audience in just a couple of days, meet new partners, build new client bases, and think of fresh new business ideas. On the other hand, trade shows can be a financial burden, physically draining, and a possible waste of time. So I have provided a list of tips to help the small business owner who is thinking about taking the trade show leap.

Conduct research

Before you take the plunge to go to a trade show, conduct your own research about the event. Visit as an attendee at first and make sure it's worth it before you take the time to go as an exhibitor. You'll see a growing number of green businesses making the rounds, so make sure you're catering to the right people for your business.

Plan it to a tee

Taking your business on the road isn't something you can randomly do. You must know what you will be showing, what products will be on display, and which ideas you want to pitch. Only the realest of messages will be understood or set apart from the rest of the floor. Planning early will help you tweak your PR campaign way ahead of the competition. You can't place all of your chips on the trade shows PR to market your brand, so the more you plan, the more you can reach people. Also, the more detailed you are before the show, the more you'll save on unexpected expenses.

Get a partner

Since booth space can be pricey, try to form partnerships with related brands. Think about using your latest product to showcase another business, which will make the most out of it to reach double the audience. Two brands are better than one, if both are getting something out of it.

Think creatively

Drawing up a fascinating booth is quite the task. You don't have to spend thousands on a design team, but you do need help to create quite the experience for the attendees. Don't rush it. Make sure you paint a work of art.

Put volunteers to work

You'll need more than one person to craft a compelling campaign. You can't be in ten places at once, so be ready to put friends, family, and students to work. You'll need the extra pair of hands. This isn't the place to take it easy.

Go digital

Don't print biblical marketing material that only journalists would read or that requires an entourage to carry around. Another thing to consider, don't give away stuff that will most likely end up in the trash can. Instead of giving, you should be collecting. Think up new ways to store business cards, email info, and any other forms of identification so you keep in contact with those you've met at the show.

If you're going to be giving away stuff, make it something really meaningful. If you're a green business, don't even try giving away stuff that wastes resources.

by: Jane Dawson

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