Trade shows and expos can be excellent marketing and PR tools for small businesses. However without the right kind of preparation, they also have the potential to be severe wastes of time, effort and resources. Here are some suggestions to help you to plan for upcoming trade shows and expos so that you can capitalise on the experience, and increase your success in small business as a whole.
The Importance of Expo and Trade Show Planning
The importance of expo and trade show planning cannot be stressed enough. People and businesses coming to trade shows and expos expect to use their time there to learn about many products or services in short amounts of time. That means that you have a very limited window of opportunity to make a great impression. What’s more, that impression must be targeted specifically to your goals for participating if they are to have your desired effect.
Determine Your Goals
The most important thing to know as you begin planning for your small business expo is what your goal for participating is. First, answer the question, “What do you want to achieve?” Are you attending in hopes of generating sales, getting bookings, building a database, increasing brand awareness…?
Once you have clarified your express goal for attending, decide how you will achieve that goal.
Achieving Your Goals at Trade Shows and Expos
Achieving your goals at trade shows and expos is somewhat related to target marketing. You need to design specific displays that are designed to net the benefit you are aiming for. You need to use your market research and planning to decide what will make a good display and what you need to take.
Your first concern should be the design of the display that will draw people to you. After that, think about what people should take away from you to reap the rewards after the show.
As for your display, it should be something clear and inviting, with a distinct message. If you have a recognisable product brand, or are building one, work that into your display as well. Find the right balance between providing enough without being too distracting. Make it clear what your plan of action is, such as order here, sign up now, book your event…
With marketing materials, the general rule in the tradeshow industry is that less is more. Visitors to tradeshows collect an abundance of information and samples. Overstocking them will only lead to frustration (and possibly the trash can). Most exhibitors recommend a simple tri-fold brochure and the collection of contact information so that you can follow-up in a more manageable way through thank you notes or gifts, kit mailings, and so on. You might like to consider offering a prize randomly to someone who subscribes to your mailing list on the day.
Last but not least, consider your demeanour and the demeanour of everyone representing you at the tradeshow. Consider your clientele and how they will respond to different personalities. Decide on how you want to act and speak to them, and then make it clear to employees and representatives that this is the kind of behaviour you expect.
Certainly a lot of planning goes into a trade show or small business expo. From the larger aspects like displays and materials to the fine details of personal presentation, everything you do at a tradeshow – and everything your representatives do – will put a face on your company. Plan carefully and plan well, and maximise small business success through effective trade show encounters.
Donna-Marie Coggins is an author and business owner, providing guidance, resources and support to small and micro-businesses. For tips and resources on running a small business and your free guide, “60 Free And Low-Cost Ways To Get Your Business Noticed”, go to Donna-MarieCoggins.com