Marketing & Advertising : How to Make a Trade Show Successful

Marketing & Advertising : How to Make a Trade Show Successful


The bigger the trade show, the bigger the
regards. Also, the more costly. Hi, I’m Peggy Collins, taking a moment to share with you
the trade secrets on how to make a trade show successful. I’m a firm believer in top down
selling, and the people who either write the checks or tell other people to write the checks
attend the big shows. A good rule of thumb, the expense of the trade show, everything
you have invested in it, should return ten times the cost to be a success. Invest ten
thousand dollars and you need to write a hundred thousand dollars in sales from that show.
Do not try to save money on your presentation. The cost of the space will really depend on
the size and scope of your presentation. I call it that because you can only have one
chance to make a strong impression: invest in it. If you have a really great gadget,
show people how it works. If your product is technologically superior to others on the
market, demonstrate it, and make it easy for anyone to see how much better your product
or service is. Rule number one, invest in your presentation. Professional looking marketing
materials can make a big impact at the show, and when they come out of the briefcase back
at the office. Rule number two, do not rely on your presentation alone to make the pitch.
Only face to face can you distinguish your product and make connections that could become
fruitful relationships down the road. So provide the space in your booth where you can be comfortable
and talk about the features and benefits of your product. Remember, those guys with the
checkbooks still like to do business across the table or at the bar, not everything is
best sold on the world wide web. Although if you don’t have a website that matches your
trade show image, well, you need to develop that site, before the trade show. Rule number
three, now that you have a fistful of business cards, e-mail addresses, and cocktails napkins
that you can’t read, the real selling begins. Unless you closed the deal and came back with
a signed contract what you really have is a warm lead. Follow up. Follow up. Follow
up! Did I mention follow up? Get on the phone, get in your car, get on an airplane. Each
business is different, but the size of the deal dictates what the cost of sale needs
to be. Remember, the return on your trade show investment should be ten times the investment
to be successful. With the right presentation, effective face to face selling, and strong
follow-up, you’re pretty much guaranteed a trade show success. Rule number four, don’t
try this with a bad product or service. You can’t fake it. Those guys with the checkbooks
are pretty smart. So look sharp, and work smart. Good luck, and good business, I’m Peggy
Collins, and that’s how to make your next trade show a huge success.

2 comments

Leave a Reply

Your email address will not be published. Required fields are marked *