Small Business

Trade shows may not be at the top of your radar for attracting new customers, but with a little help you can develop a trade show strategy to gain prospects and build your business.

Last week, I attended Millennium Marketing Solutions Expo and sat in on the trade show seminar, where Marketing Consultant Michael Romeo shared some excellent ideas. Here are a few tips:

Set a goal – Always set a goal on how many trade show exhibitions you want to go to and which ones to attend.

Research – Do your research by checking out the history of the event.

Booth Identity – Trade shows are just like other marketing strategies, when setting up a booth, you should have a clear concept on your booth identity. What is the message you want to portray to potential customers?

Love your brand – Do not just sit behind the exhibit table on your phone. The purpose of a trade show is to interact with potential new customers and to sell your brand.

Giveaways – Everyone loves giveaways! Do grand prize drawings. This encourages potential customers to come back and makes a great impact with a perceived valued gift.

Handouts and collateral – Be sure to hand out brochures, sales sheets, promotions, coupons and most importantly business cards.

Follow up – This is an important piece that most people forget – Romeo said 79% of leads are ignored. Be sure to take notes, send a handwritten thank you card and convert prospects to customers.

Here are a few statistics from Merchant Circle that will help you understand why trade shows are a good marketing tool:

• 14% of B2B marketing budgets go to tradeshows.
• 91% of attendees say trade shows impact decisions.
• 83% of attendees are decision makers or have an influence.

A trade show gives your company the opportunity to standout from the faceless number of other similar businesses online and through direct mail. Visit Millennium Marketing Solution’s website for more information on how to use and add tradeshows/booths to your marketing plan.

There is still time to be a part of our Small Business Trade Show during the Small Business of the Year Awards Luncheon on June 7. The trade show will feature exhibitors with products and services tailored to meet the needs of small and mid-sized businesses. If you’re interested in exhibiting, contact Greg Buckler at (410) 269-0642, (301) 261-2858 or gbuckler@mdchamber.org.

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