Trade Shows: An Perception

Contrasting to public shows, a trade show is different in that it is related to a single industry. Businesses from the same industry exhibit their products and services at industry specific trade shows. Some of the industry trade shows allow the general public to attend but usually they are attended only by industry people and news people.

Online trade shows are gaining popularity. Online trade shows grant companies to virtually exhibit their products and services.

BENEFITS OF TRADE SHOWS

1)    Companies can offer their products and services to a large potential client base from a single location.
2)    Management can remain aware of all the current industry happenings.
3)    Another benefit to participants is that the companies are in tune with the competition.
4)    Customers get a chance to evaluate the products and services of many companies at the same time.

OVERHEAD COSTS

Typically, trade shows are organized by the city council and are promoted as a method for growth of the city. Some of the costs incurred by the participating companies are:

1)    Rent paid for the display booth, designing of the booth and the construction of the design
2)    Communication and system cost
3)    Traveling and boarding costs
4)    Costs incurred on designing and printing of brochures
5)    Miscellaneous costs, such as electricity, cleaning and handling costs
 
 

OBJECTIVES TO PARTICIPATE IN TRADE SHOWS

As noted above, since participating in trade shows is costly, companies should clearly set out its goals prior to participating. Additionally, there are various trade shows held globally but since every company has to stay within its marketing budget, management needs to be aware of what they are searching to gain from participating in a specific show. The following are some questions that need to be thought out:

1)    Reason to participate; further develop existing customer connections, generating leads, creating company positioning or kick off a new product or service.
2)    Who is the target customer?
3)    Exact communication that needs to be conveyed to the customers.
4)    Recognize the critical objective to participate in a trade show.
 
 

BUILDING THE EXHIBIT BOOTH

Once the companies have finalized the trade shows, they need to minutely plan the exhibit booth. To successfully exhibit the products or services on offer, the companies should build the exhibit booth in a well-organized way. One should bear in mind the below to build an efficient exhibit booth:

1)    Functional needs, such as seating requirements, book display case or easy to dismantle and re-mantle.
2)    Aesthetic requirements
3)    Marketing wants like message to be sent forth, brand recall or creating awareness.
4)    Last but not the least, what is the budget of the company for the display booth?
 
 

TRACKING THE LEADS

Approximately 79% of the leads generated are never followed rendering the exercise of participating in trade shows futile. A short response letter with a convincing close should be sent to all the potential clients and the letter should be followed by a call to convert the leads.
Doc. No.:1220-WC-ULT5-jn17

David F. Pinochet is a trade show industry writer. Check out his exhibit rental , pop up booth and truss display