Attention Manufacturers: Make the Most of Trade Show Season

The holidays are past, the New Year is officially in full swing and trade show season is upon us. For those so inclined there’s a show to attend just about every week. Trade shows are great for getting out in front of buyers, networking with industry peers and writing orders. For all the benefits, however, there is a cost. The financial investment, not to mention the time away from the office, can put a strain on a business. Choosing the right shows, making the most of your time there and seeing a positive return on your financial investment can make or break a marketing budget. Following are some tips for determining which shows make the most sense for your business, ideas for maximizing your presence and strategies for ensuring a good show.

Deciding Which Shows to Attend

Take a look at the Event Calendar on The Giggle Guide^® http://thegiggleguide.com/shows/calendar and you’ll undoubtedly notice that there’s no shortage of shows. If time and resources were unlimited one could seemingly go from one show to the next uninterrupted. Since both of these are usually in short supply, shows that make the most sense are those with buyers in markets you want to reach. Take a good look at the geography of your current distribution and match your needs with the shows in the markets in which you want improved sales and exposure.

Additionally, you will want to seek out shows where your direct competitors will be. It’s these shows where buyers will be looking to buy similar products. Don’t get left out of their consideration set. Try to attend at least one or two shows each season, if at all possible. Marketing to buyers is akin to marketing directly to consumers in that you need to consistently make your presence known to create a lasting and positive opinion with buyers.

Standing Out Among Buyers

A successful show starts long before the first buyer walks through the doors. Even the smaller shows will tout a hundred or so exhibitors. That’s a lot to ask a buyer to sift through. The odds of a buyer finding your booth by accident and writing an order are not dismal, but not great either.

I recommend for you to hedge your bets and reach out to buyers before they leave for the event. Call them, write them, fax them, one way or another let them know you are coming and where you will be (i.e. your booth number). If they are a new retailer to your business make sure to create a succinct case as to why your booth warrants a visit. Offer an incentive for appointments booked in advance of the show (and kept).

At the show, if the budget permits, advertise. If for some reason your pre-show efforts go unnoticed, appearing in the show directory, on a sign, as an event sponsor or in some other fashion may just garner the attention needed to persuade buyers to seek out your booth.

Getting the Business

To make the most of the show and receive the greatest return on your investment, of course you want to write lots of orders. For every buyer that walks into your booth you have an opportunity to work toward this objective. I urge to resist the temptation to launch into your sales pitch right away. Take a minute or two to catch up, or if they are new, to get to know the buyer. Ask them where they are from, what types of products they sell and the clientele that frequents their store. Most importantly, ask them what they love about their boutique/store.

With some insights into what the buyer is shopping for with respect to their store, their customers and their desires you can better steer the conversation to discuss how your products fit into that mix. Additionally, by taking the time to get to know your buyer you will be laying the foundation for developing an on-going relationship which will be key to your business’ longevity.

Closing the Show

Trade shows can be a boom or a bust and there’s no guarantee either way. Anyone who has ever been to a show can attest to this. That said, it’s prudent to increase the probability to lean towards the boom scenario. Taking into account the types of shows you attend, how you market yourself before, during and after the show, and how you interact with the buyers can help you make the most of your experience and investment.

One final note: take the time to debrief with your team afterwards, regardless of how well the show went, to determine if there’s anything that can be done to further improve your showing and performance. Memories are the freshest in first days back at the office after a show; don’t let those memories fade without taking some good notes.

About Insights Discovered
Penny Redlin is a regular contributor to the “Business Sense” feature on The Giggle Guide, sharing insights about business planning, effective communications and marketing strategies. To read more articles by Penny Redlin, see http://thegiggleguide.com/biz/features/business-sense

Based in Las Vegas, Nevada, Insights Discovered was founded by Penny Redlin in an effort to share her professional expertise within the children’s product category. The company’s mission is to give every mompreneur an opportunity for success. Insights Discovered exclusively services children’s products brands. The specific industry focus demonstrates a strong dedication to the unique needs of children’s products companies. Insights Discovered offers strategic planning, market research and traditional marketing services.

For more information, visit www.insightsdiscovered.com or call 702.218.5707