Linda Hansen |
Guest author Amruta Bhadkamkar is a Journalism major at the University of Kansas and is currently a copy-writing intern at Absorbent, Ink. -- The Promotional Products People. |
Linda Hansen
has written 2 articles for SB Informer. |
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Trade Shows as Marketing ToolsNetworking Jackpot: Making the Most of Tradeshows Linda Hansen
June 25, 2009
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With the profusion of social networks that make contacting and
connecting with people child's play, it is easy to dismiss trade shows
as relics of a bygone era. But this is not true. Trade shows are far
from becoming redundant and are still an essential marketing tool for
businesses. However effortless it may be to interact with clients and
prospects through the Internet, it doesn't even come close to replacing
an actual face-to-face connection.
One of the main reasons for
this is that people are more likely to buy from a company that they can
put a face to and are more likely to trust products that they have
actually seen. People and companies alike are more than what is said
about them on a Web site. Trade shows give consumers a chance to
personally assess the company and the people who work for it. Also, if
the Internet is the only way a business reaches out to customers and
prospects, then its communication abilities are limited. Face-to-face
communication allows a business the freedom to try different ways of
selling a product, receive instant feedback from prospects and solve
prospects' problems on the spot. Trade shows also give a business the
chance to do all they can to distinguish themselves from their
competitors right in front of prospects.
Having said this, there
are some companies that have eschewed trade shows and prefer to
interact with prospects in their own way. Apple is removing themselves
from the usual round of conventions where they normally exhibit, like
the National Association of Broadcasters' annual trade show. For
important products, Apple now tends to hold its own launch events or
press briefings where it can control the timing and conditions around
those announcements. The corporation feels more free to make
announcements when it's ready to do so, not when a certain event
happens to fall. But it should be noted that even though Apple has
removed itself from trade shows, it has not ignored the importance of
personal communication. The launch events and press briefings ensure
that the personal connection is present. And really, Apple is such a
strong brand that consumers are willing to try out its new products
even if they haven't actually seen them.
So, you have decided to
participate in a trade show and you have even set up your stall. Now
what? How do you ensure that your stall stands out from the hundred
other stalls there? Fortunately, that is a question that is easy to
answer:
- With three seconds or less to impress the people
walking by your stall, you have to ensure that your stall is as
interesting and straightforward as possible. It is important to have
simple yet bold graphics and text on your display. This way, people
walking by are attracted to your stall and, at the same time, they can
easily discern the purpose of your business. Remember: Less is more.
- Make sure that you have enough trade show giveaways for your visitors. The products should be useful, interesting and as
relevant to your business as possible. One suggestion would be to
divide your products into two categories: low-cost, generic ones (promotional pens, custom stress balls)
that you can give to anyone who visits your booth, and higher cost ones
that you can give to people you know are serious prospects. This way,
you won't make a hole in your pocket by handing out top-of-the-line MP3
players to everybody who visits your booth, but at the same time, you
can still impress prospects that you know will become serious customers.
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If possible, organize games or contests at your stall, preferably
something unusual or creative. This is an easy way to attract
passersby. Even people who haven't heard of your business will visit
your booth if it looks like fun!
- Ensure that your stall is as
large as possible so people are not put off by lack of space. Also,
lighting is an extremely important factor in attracting people. Affirm
that your stall has ample lighting and focus spotlights on areas that
you want people to pay attention to.
Your stall does not have to
be hi-tech to be interesting and unusual. All it needs is a little bit
of creativity and you can make sure that you get as much publicity as
you like, as well as maximum return on your investment.
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