Organizing a Tradeshow: Promote your products and sell your services

Every business enterprise that has ever put individual sales forces out into the field knows how costly this can get. There’s upfront training, lead development, transportation, lodging meals, marketing brochures, advertising, promotional items, and often entertainment expenses for prospective clients. Trade shows are a very focused and cost effective way to market as opposed to direct sales.

To begin, assign a team leader or show captain. This person will be responsible to book the venue, rent the appropriate amount of space, and manage the setup of the display. Next, you’ll need to make sure you have trained and knowledgeable staff. They need to be up to speed on the product mix, pricing, shipping, and any technical questions that should arise.

Do research into designing and purchasing your booth display. Try to create a design that jumps out at the passersby. Make sure your samples are ready and your handouts and sales literature are up to date and printed in adequate quantity. Arrange transportation and lodging for your sales team and cover the logistics of how everything will arrive on-site and be assembled in time for the opening of the show.

You should have branded corporate gifts to handout. Another great marketing tool is a raffle with a nice door prize. Don’t limit your efforts in enlarging your customer base to only direct contacts in your booth. Try to network with other vendors and checkout competing product lines. Listen to the grapevine to see what has been working for other dealers. You should plan on attending events, such as dinners, lectures, presentations, or seminars. Often this is where deals blossom.

Trade shows can be fun, profitable and offer a change of scenery to your in-house sales staff. Once you start attending shows regularly, you will develop repeat customers who look forward to getting the latest updates on your product lines. Remember, people aren’t there just to see your display and collect promotional items; they are also there to make connections, do business, and build long lasting relationships.