Trade Show Essay Research Paper Trade Shows

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Trade Show Essay, Research Paper Trade Shows: Making Yours A Success Trade shows, done right, can be the crown jewel of your marketing mix. Here’s how to make trade shows pay off for your company. + Set quantitative goals for each show at which you exhibit: There s an old saying that goes, We don t know where we re headed, but we re getting there fast. If you don t have established goals for your trade show how many customers you want to prospect, how many deals you want to close and with whom, and a dance card filled with appointments in advance of the show you aren t maximizing your staff s time. This extra preparation can mean the difference between an uncertain return on your investment and a healthy one. + Use trade shows to test market new products: Sometimes, instead

of putting together an expensive market research study, consider bringing product prototypes and demonstrations to show in a private space of your booth, or in a hotel suite. This can save time and money and give you qualitative data you might otherwise miss. + Gather competitive intelligence: You don t even need a booth to gather tremendous competitive intelligence at a show. Give yourself and your staff time to walk the floor and attend the product demos of all of your competitors, then put together a report for management after the show encapsulating your findings. + Don t choose a show for its location: Sure, we d all like to attend the convention in Hawaii. But sometimes the show in the less desirable location is the one that will produce the most serious buyers. Make sure

the trade show organizer shows you the demographic data from past events to get a feel for the type of attendee. + First-time events are risky: It can be costly to exhibit at a show that has no track record. If a new show is in or near your hometown or a major office, the costs can be mitigated to a degree. But sometimes it pays to wait until the show has a track record before jumping in. How to Use Promotions Effectively at Your Trade Show Is it necessary to offer promotional items at my trade show booth? Part of the excitement in going to a trade show is coming home with interesting giveaways. Since being at a trade show means being close to your prospective customers, it s important that you offer unique items they will remember you by. Aside from giving the trade show go-ers

the gift they ve come to expect, promotional items can work some other wonders for you as well: + Drive traffic to your booth. You can draw a huge crowd in front of your booth (as well as connect with lots of prospects) just by having an interesting gift. Everyone will want to know what s going on and who you are. While they wait in line, you ll have the perfect opportunity to explain your services and collect leads to follow-up on after the show. When people are in other locations of the convention center and see your name on a bag or a cool item, they ll seek you out. + Leave behind a good feeling about your company. While any gift is appreciated, a special one can create a connection between what you do and your prospect s needs. What are the best items to give out? Be

creative! Try to pick a gift that will not only incite your prospects curiosity but also tie in with your business. For example, a beauty website or fashion magazine might give out a lip-gloss or a compact. An investment bank might think about a translucent calculator. Pens, while they may seem like a naturally inexpensive choice, are an effective way to establish your brand. Experts say that pens have a high pass-along value and can actually promote your company up to 8 times longer than any other giveaway. Once given to a prospect, the pen will be used at work, could be lent to a colleague, or left behind in an office. As a result, your company name will travel and inspire brand recognition. How much should I spend on promotional items for the show? This is largely dependent on