This is the time of year when there are many opportunities to market your product or service at trade shows, street fairs and other similar events. These venues can also be a wonderful opportunity to showcase your business. However, you should take the time to research the history of the event (to make sure it will benefit your business) and plan your booth for best exposure.
The Carlsbad Chamber's Business Expo, which will be held Wednesday, September 20, is North County's Largest Business Showcase. On Sunday, November 7, the Chamber will also present the largest one day street fair in the nation.
But how do you determine whether or not exhibiting at these events would allow you to increase your business?
To evaluate whether you should sign up for these or another event, you need to review your marketing goals and objectives, budget and place in your industry. Knowing which shows to choose will surface by answering a few questions:
Why do you want to exhibit at a trade show or fair?
What objectives do you want to achieve?
What demographic are you trying to reach and will they be attending the event?
What message do you plan to deliver?
Of all the criteria you will consider when selecting a show, the most important are attendee profile and, for some types of industries, number of attendees.
What shows do your customers attend? Trade shows are industry specific and are generally open to members of the trade group and closed to the public. Associations and Chambers of Commerce bring together members of a specific organization whose membership shares a common interest or goal.
The demographic profile of your target audience should include the following: titles, company size, geographic location, budgets, buying influence, purchasing time frames, age and gender. Compare the profile of your "perfect prospect" to the statistical data published or talk to show management to get a list of the previous year's attendees to determine which shows have the closest match. In the case of a street fair, you may need to use event estimates as opposed to a list of attendees.
Money, timing, staff and equipment are the next issues to consider. Be sure you have enough of each to make a commitment to the show. Otherwise, your investment may not be worthwhile.
Lastly, once you've evaluated whether the event is worthy of your time and efforts, make sure your booth is designed to attract attention, build interest and create desire.
Willeen Hasler, small business owner and SCORE consultant, recommends the following:
Attention: Have a 17 second commercial (an advertisement that clearly defines your product and or service) memorized to get their attention.
Interest: Your display should be interesting and catch your potential client's attention with color, theme, etc.
Desire: Create a desire for your products and services, offer samples/giveaways or perhaps give a demonstration.
Action: Help attendees decide to take action, use a limited time offer, special opportunity, invitations, etc.
Other ideas include:
Make your booth inviting by using a theme or colors to match your literature or the event; leave the front of your booth open to invite attendees to walk in and talk; stand inside your booth instead of sitting and consider having a chair for attendees to sit.
Use banners, charts and visual aids to enhance your display. Contact the Chamber for recommendations of sign and graphic companies that can assist you.
Bring samples, brochures, publications and plenty of business cards.
Offer discounts; trial offers; specials for people who mention they heard about your business at the event; utilize coupons.
Provide giveaways, think of something related to your business, industry or customer.
Take advantage of trade shows and street fairs if it fits your type of industry. Take business cards and make it a point to follow-up with an email, note or phone call when appropriate. Remember, it sometimes only takes a few good prospects or purchases to make the event worthwhile. Most of all, get into the theme of the event, remain upbeat and have fun with the attendees. Your enthusiasm will be contagious!
The Carlsbad Chamber's Business Expo, which will be held Wednesday, September 20, is North County's Largest Business Showcase. On Sunday, November 7, the Chamber will also present the largest one day street fair in the nation.
But how do you determine whether or not exhibiting at these events would allow you to increase your business?
To evaluate whether you should sign up for these or another event, you need to review your marketing goals and objectives, budget and place in your industry. Knowing which shows to choose will surface by answering a few questions:
Why do you want to exhibit at a trade show or fair?
What objectives do you want to achieve?
What demographic are you trying to reach and will they be attending the event?
What message do you plan to deliver?
Of all the criteria you will consider when selecting a show, the most important are attendee profile and, for some types of industries, number of attendees.
What shows do your customers attend? Trade shows are industry specific and are generally open to members of the trade group and closed to the public. Associations and Chambers of Commerce bring together members of a specific organization whose membership shares a common interest or goal.
The demographic profile of your target audience should include the following: titles, company size, geographic location, budgets, buying influence, purchasing time frames, age and gender. Compare the profile of your "perfect prospect" to the statistical data published or talk to show management to get a list of the previous year's attendees to determine which shows have the closest match. In the case of a street fair, you may need to use event estimates as opposed to a list of attendees.
Money, timing, staff and equipment are the next issues to consider. Be sure you have enough of each to make a commitment to the show. Otherwise, your investment may not be worthwhile.
Lastly, once you've evaluated whether the event is worthy of your time and efforts, make sure your booth is designed to attract attention, build interest and create desire.
Willeen Hasler, small business owner and SCORE consultant, recommends the following:
Attention: Have a 17 second commercial (an advertisement that clearly defines your product and or service) memorized to get their attention.
Interest: Your display should be interesting and catch your potential client's attention with color, theme, etc.
Desire: Create a desire for your products and services, offer samples/giveaways or perhaps give a demonstration.
Action: Help attendees decide to take action, use a limited time offer, special opportunity, invitations, etc.
Other ideas include:
Make your booth inviting by using a theme or colors to match your literature or the event; leave the front of your booth open to invite attendees to walk in and talk; stand inside your booth instead of sitting and consider having a chair for attendees to sit.
Use banners, charts and visual aids to enhance your display. Contact the Chamber for recommendations of sign and graphic companies that can assist you.
Bring samples, brochures, publications and plenty of business cards.
Offer discounts; trial offers; specials for people who mention they heard about your business at the event; utilize coupons.
Provide giveaways, think of something related to your business, industry or customer.
Take advantage of trade shows and street fairs if it fits your type of industry. Take business cards and make it a point to follow-up with an email, note or phone call when appropriate. Remember, it sometimes only takes a few good prospects or purchases to make the event worthwhile. Most of all, get into the theme of the event, remain upbeat and have fun with the attendees. Your enthusiasm will be contagious!