TRADESHOWS… tips for small businesses to make the most of them.

LEADSLeads that you get from trade shows are easier to close than leads from activities such as cold calling, or e-mail marketing, so there is a greater chance of them generating business.

You will also be seen as a genuine, serious business just by your attendance at the show.

Finally you have the chance to stand out from your competitors, as long as you put some thought into your exhibition.

COMMUNICATEThe most effective exhibitors at a trade show will start work weeks before the big day.

Make sure you let people know that you’ll be at the show, so they’re looking for your booth or stand when they arrive.

Use e-mail, mail shot, or social media to drum up excitement for the show and let current or prospective customers know you’ll be there.

Offer a discount or freebie to visitors that bring your e-mail to your stand at the show.

CONTACTSAt the show make sure you capture the contact details of the people you talk to.

Perhaps run a prize draw where visitors leave their business cards and a card picked at random gets a free product or relevant prize.

After the show don’t just breathe a sigh of relief and get back to your day job; you need to follow up any leads that you gained as quickly as possible.

EXCLUSIVEGive yourself an edge by exhibiting something exclusive on your stand that customers won’t have seen before.

You could be showcasing a new product, demonstrating a new service, or explaining a new concept that will get them interested in your business.

Build your exhibition around that one key focal point to entice visitors, but have additional information on hand about other products or services to introduce once they are engaged.

OCCUPY THEMThere’s nothing more frustrating than seeing a prospective customer wander away from your stand because you’re busy talking to someone else and there’s nothing for them to do there.

Trade show visitors often enjoy tactile experience, perhaps products that they can pick up and test or play with.

Another popular choice could be tablet computers with interactive demos that visitors can grab and start to use independently.

MANNINGIf you’re just starting out the chances are you’ll be doing most of the work at the trade fair, but if you have members of staff or even family members helping out make sure they are passionate about the business, and knowledgeable about the products or services that you are promoting.

It’s not enough to just ‘man the stall’, they really need to be able to sell your business.

Your visitors will remember the people that they speak to far more than the posters or demonstrations, so if you want to take a break or check out some of the other exhibits, make sure you leave someone in charge who really knows what they are talking about.

GIVEAWAYSFree items such as pens, key rings, and novelty toys used to be a staple of trade shows, and were seen as a way of retaining your visitors’ attention when they unpacked their bag of goodies after the show.

Only provide giveaways if they are really relevant to your business; for example a free sample of one of your products.

What you will need to provide is easy access to your contact information, but this could be a simple business card, perhaps with a website address and a QR code on it.

INVESTMENTExhibiting at a trade show can be a fantastic way to network within your sector, as well as getting to know prospective or existing customers.

When you’re just starting up your business, a well-chosen trade show can be a real boost; getting your name out there and providing valuable leads and contacts for you to follow up.

As long as you use these tips to get the most out of your time at a trade show, it will be an investment in your business that is likely to pay off.

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