Should I spend my money on advertising at a fair?
As it’s summer, I’ve had a variety of events and fairs on my radar. Some of them are taking place this summer, but many others will take place this autumn. The most important is the ABC Kids Expo, which will be held October 9-11 in Las Vegas. This is one of the largest trade shows in the country for those who market baby or children’s products.
Large national trade shows like this one offer many opportunities to network or meet with distributors, manufacturers or other business partners. However, smaller local events can also be beneficial. If you look locally, you are likely to find a variety of craft fairs, baby fairs, trade shows, wedding expos, women’s events or other conferences where you can promote your business. You can purchase an exhibition stand or advertise often in the event programme or goodie bag.
When you decide to spend your marketing budget at a trade show, here are a few things to keep in mind:
1. Choosing the right trade show
First and foremost, make sure you reach your target audience. It may seem like common sense, but if you sell animal products, don’t attend a beauty trade show. Attending an event can take a lot of effort and money, so make sure you do your research beforehand and make sure it’s a good fit for you. The return on your investment will be much greater if you get in front of the right people.
Should I spend my money on advertising at a trade show? Follow the rules
All trade shows have their own guidelines, restrictions, requirements and policies. Make sure you read them and do what they ask you to do. You don’t want to be thrown out at the last minute for not following the rules. It’s simple and straightforward. No, it is not acceptable to bend the rules even a little bit. Chances are you will have to sign a contract to rent space at the event, and violating that contract could create a lot of problems you’d rather avoid.
3. Post
This is essential. You want everyone who walks through the door to know who you are and why you’re there. Your entire presentation is crucial, but eye-catching and descriptive signage will go a long way in attracting people to your stand.
As always, make sure everything is coordinated with your brand image and company logo. Be sure to offer giveaways that visitors can take away. Whether it’s a small sample, a promotional item, a business card or a coupon, they should leave with something tangible. Otherwise, sad to say, they will probably never think of you, even if they wanted it in the first place.
Trade shows and trade fairs are a great opportunity to present your products up close and personal. So make sure you have plenty of them. Potential customers want to see, touch and feel what you offer. This is the best way to showcase your quality and expertise.
4. Prize draw
A product or gift voucher raffle is always a sure way to generate excitement and interest at your stand. Because you have already done your research, you know your audience is the right one. Plus, it’s a great tool for building your email marketing list. If your booth visitors are interested in winning your product, chances are they will be interested in receiving your updates, coupons, etc.
Once you’ve made the commitment and settled in, how can you make the most of your trade show experience? Marketing at an event or trade show can increase your customer base and revenue if done correctly.
Here are some tips to ensure your success:
1. Promote
You need to make sure you make the most of your trade show presence. One way to do this is to promote your presence in advance. Let all your customers know where and when you will be attending. It may be a good idea to advertise to the show organisers as well, which will give your company additional exposure, rather than the usual list of suppliers.
Network in advance. If there are people you want to talk to, arrange these meetings in advance. Organise a private mini-event during the big event for your V.I.P. or others. Do everything you can in advance to generate traffic and increase exposure for your stand.
2. Capture
Once there, take advantage of the opportunity by gathering information from your potential customers and partners. No doubt you’ll have dozens of conversations; you’ll want to remember the details. Set up a system to document everyone you talk to and some important details about them, as well as why you might want to connect with them in the future. You can download an app on your tablet for this or use good old pen and paper.
3. Follow up
Recording this information will help you follow up after the event. Whether people want to subscribe to your newsletter or you want to contact them to arrange a one-to-one meeting, the information you collect during the event will be useful afterwards. Like you, the people you spoke to interacted with tens or even hundreds of people. You will want to refresh their memory of what you talked about and your possible future business relationship. Don’t be shy, reach out.
4. Measure your results
With any good marketing plan, you have your goals and strategies, and at the end you measure your results to see if this marketing method was worth your time and money. Take into account things like new contacts, sales, brand exposure, and opportunities for collaboration and networking. Sometimes, one new contact can be worth all the money you spent on the trade show and more.
Conclusion.
As you can see, advertising your company through a trade show can be very effective, but it also requires a good amount of planning and resources. Before you begin, be sure to write down your goals, create a plan and measure your results to determine if promoting your business through trade shows should be part of your marketing plan.