A Strategy Helps Make the Most of Trade Shows
Of the many mistakes small-business owners make, a big one is participating in trade shows and business expositions without a strategy for turning those marketing opportunities into sales.
Here are four tips to get you started…
1. Have a goal.
What do you want to get out of the event? Most small-business owners think sponsoring an event will bring them a ton of business. Not necessarily. Follow-up is critical.
2. Make sure the audience is your market.
If your company is a business-to-business provider and the event is for consumers, the likelihood of new business is slim. Sponsoring an event that doesn’t include your target market is just a waste of money. Do your homework.
3. Don’t dismiss “expensive” events right away.
Just because an entry cost is high doesn’t mean you can’t afford it. You could offer to work on the organizing committee, perform specific duties for the event or donate a product or prize in return for partial payment.
4. Plan for follow-up.
Before you sign up for the show, have a plan in place for how you will follow up with those prospects interested in what you have to offer.
This article was written by Denise O’Berry, a small-business consultant in Tampa, Flordia.
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