| Trade shows generate a lot of business - billions of | | | | the display and accessories because they will have a |
| dollars each year, and there is nothing better at | | | | wealth of experience in terms of what is selling well |
| driving prospective customers to your sales and | | | | at that moment in time - the industry is very |
| marketing team better than a trade show. Prospects | | | | sensitive in terms of fashion and trends. |
| are usually much further down the sales decision | | | | Giveaways are a staple which should never be |
| making process which means that you have an | | | | underestimated or taken for granted. Use them |
| opportunity to acquire new business faster and with | | | | wisely and have several levels of promotional gift - |
| a lower overall investment of your marketing and | | | | cheap gifts are for all and sundry, but depending on |
| sales budget. The Return on Investment (ROI) for | | | | how much interaction takes place with the attendee, |
| trade show sales is typically very high compared to | | | | you can reward this behavior with an appropriately |
| other sales channels. | | | | better gift. Promotional gifts should be something |
| Displays are a key element in attracting attendees, | | | | which will ensure your name and contact information |
| but this is only a part of the solution for maximizing | | | | are kept in front of the attendee for as long and as |
| the benefit to be gained from exhibiting at trade | | | | frequently as possible - mugs, slide rules, mouse |
| shows. There is also a great deal of work to be | | | | mats, calendars, pens, desk toys and the like are all |
| done before the trade show in terms of promoting | | | | great candidates. Again, check with your trade show |
| your attendance in the first instance. As soon as you | | | | supplier for information and advice on what's hot and |
| have committed to attending the trade show, you | | | | what's not - this is again a very trendy activity and |
| ought to be working on promoting your attendance - | | | | promotional gifts change frequently so keep a |
| this is newsworthy in itself so look at mailing and | | | | weather eye on your supplier's inventory to see |
| contacting existing customer and prospect lists. | | | | what is coming in. |
| Identify attendees and fellow exhibitors who may | | | | Finally, there are the people you place on the stand |
| offer you business opportunities, you already have a | | | | on the day of the show. Obviously there will be your |
| degree of commonality in that you are all going to be | | | | own staff to meet and greet, and more relevant, |
| at the trade show together (contact trade show | | | | discuss business. There are also promotional staff - |
| management for contact information). | | | | booth babes, musicians, magicians, artists, comedians |
| You also need to pay considerable attention to the | | | | - these are the people who will help bring in the |
| overall design of your display - for this it is a good | | | | crowds and keep them hanging around the store, |
| idea to look at what other companies are doing with | | | | which means more opportunity for you to talk |
| a view to seeing what works and what doesn't. | | | | business. |
| Check in with your partner who is supplying you with | | | | |