Trade Shows (Without the Booth)
Setting up a booth at a trade show can be a great way to get in front of your potential customers, especially if you choose the trade show wisely. But what if you don’t have the money needed (hundreds or even thousands of dollars) to rent a booth and set up an exhibit?
One possibility is to share a booth with a company which complements yours. Do you have an alliance partner who might be interested in sharing a booth?
Even without a booth, you can still get lots of benefits from attending the trade show. First of all, you can visit the exhibits set up by others and learn more about your industry and your competitors. Use this as an opportunity to do effective research and learn everything you can.
But you can also market at trade shows. Here are some ways you can get attention for yourself and your business, and attract new customers, even without a booth of your own:
Long before the show, inquire about becoming a presenter or panelist at one of the educational sessions often paired with a trade show. Contact the sponsor and sell them on your abilities. (They might even trade you a booth space for your presentation, if you want a booth.)
Before the show, learn who will be there. See if you can set up opportunities to meet with people who could become customers or might be good joint venture partners. Is there a decision maker you want to meet? Call and invite him or her to have lunch during the show.
Consider having some giveaways, just as the ‘booth people’ will. If you have an appropriate item, imprinted with your company information, it could help people to remember you. Don’t give away junk, just to have something to give out. How many times have you returned from a trade show and tossed toys, key chains, pens, etc. right into the trash? Can you give out a product sample?
Work the floor. Many of the people you meet could become customers or alliance partners. And you never know who is listening. Once, while asking questions of a vendor I was evaluating, someone overheard me talking about presenting seminars. He turned out to be someone who hires speakers! (Of course, the fact that you don’t know who is listening is a double-edged sword. Don’t bad mouth anyone or give away trade secrets.)
Wear a special name tag, t-shirt or costume to attract attention as you work the floor. Some publishers have had t-shirts printed with their book cover design on them. How outrageous you get depends on you, your business and the nature of the event, but these items make great conversation starters.
Collect business cards from the people you talk to, especially those who show an interest. Make sure you note on the cards where and when you met the person, and what you discussed. You won’t remember all of the people you met by the time you’re back at your office.
Follow up. Call or write to the people you met at the show. If you promised to send something (such as a catalog), send it. Do it right away, but realize that they are getting letters and calls from lots of other companies they contacted at the trade show. Follow up again a couple of weeks later with a note, additional information, or a quick call.
You don’t have to blow your marketing budget to have a successful trade show experience!
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