Is the Trade Show a Worthy Investment for Your Small Business?

Trade Show a Worthy Investment

Whether it’s a huge trade show or a small, local event, attending trade shows can be a good way to meet other businesses and establish new relationships.

The trade show is a great way to connect with potential buyers, but you have to consider whether the trade show is a worthwhile investment in your small business.

In today’s economy, a savvy business professional might wonder if a trade show booth is really worth the investment. The answer is yes, according to the online magazine Brandmaker News.

Trade shows are great and all, but you do need to be strategic about how you choose which ones to attend, and why. The key is to avoid seeing trade shows as a cost expenditure, and more as an opportunity to grow.

Capture Your Audience

A booth at an industry trade show brings in people who are looking specifically for products that you offer. In return, you give your potential new customers a quality look at your business. That type of focused attention is hard to find in the marketing world.

Don’t crowd your booth with a lot of meaningless chatter. Instead, create trade show stands that engage the audience and supply them with the knowledge that proves your company gets the job done. Make sure to put fresh marketing materials and products in front, as well. Inc., explains trade shows are the perfect way to showcase an established product that you do not normally feature in marketing campaigns or to highlight a prototype you will release in the coming year. Set up an area that allows for hands-on play.

You need to go up against so many of your competitors. One great way to capture the attention of your potential customers and drive them to your booth is to create a stunning display in the first place. In recent years, there have been some excellent fabric displays that have come up that can help your business stand apart in trade shows. If you want great results from trade shows, do not be afraid to invest in the look and feel of your booth.

Go International at a Trade Show

The International Trade Association points out that a U.S. exhibition is a cost-effective way to take a business abroad. Buyers from all over the world come to mainstream trade shows looking for U.S. vendors. Whether you are attending or showing, take advantage of face-to-face meeting opportunities with potential international customers. You can also get information on moving beyond U.S. borders at Export.gov.

Make the Giveaways Matter

Not all trade show exhibitors believe in offering giveaways, but they are a practical way to reinforce your brand. If you do invest in a walk-away gift for browsers, make it something they will use daily. Pens, notepads, and magnets all work as daily reminders that you are ready and willing to serve. Put your company name and logo on your giveaways as a subtle reminder to potential customers. Many sites let you create custom logos for free. Stay away from things that will end up in the trash or forgotten at the hotel. Stress balls, pins, and flyers are less tangible.

Learn about the Competition

Exhibition halls put you near the companies you compete with every day. Make sure you know who is attending the show. Now is the time to see similar products from other companies and compare them to your portfolio. Knowing your competition allows you to see what you’re doing wrong and what you’re doing better. This kind of information is extremely useful when you’re trying to get to the top.

Pick Your Battles

Not all trade shows are worth the time and money. Make sure to do your homework before signing up. Look at last year’s attendance records to ensure you will have an audience interested in what you have to say. If you only go to one or two shows a year, focus on those that bring in a lot of traffic.