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Can A Trade Show Boost Your Small Business?
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Article 1: What Trade Shows Can And Can’t Do
The key potential benefit of exhibiting at a trade show is “acceleration of the buying cycle,” says Stephen Schuldenfrei, president of the Trade Show Exhibitors Association, the national trade association for event marketing professionals.
“In most industries, it takes a certain number of calls to close a sale, and a good engagement at a trade show can be the equivalent of the first two or three of these calls,” he says. “Depending on your industry, you may be able to close sales right there on the trade show floor. More likely, you’ll generate leads and set appointments – but the key benefit is that you’ve already built a rapport with the prospect.”
Other big benefits: You can stay current on industry trends and comparison shop. You can also scout out your competition.
Trade shows also offer a great opportunity to build new relationships (and strengthen existing ones) with complementary businesses. And they’re a great way to demonstrate products that are hard to describe over the phone or illustrate in your marketing materials or on your Web site.
Software that can be demonstrated on a PC set up at your booth is a good example. “At a trade show, prospects can see, touch and feel your products,” says Schuldenfrei.
What can’t trade shows do for your business?
“Like any form of marketing, a trade show is not a panacea,” says Schuldenfrei. In other words, it can’t be conducted in a vacuum, absent other marketing activities.
“You probably won’t see everyone who attends, and your products won’t appeal to everyone who’s there. But for those to whom it does, the show can be a great way to generate quality leads.”
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