Trade shows are a top marketing channel for many businesses, yet in recent years they have become quite under-utilized. Trade show events offer businesses the opportunity to build personal relationships with consumers, which potentially lead to sales increases. And the real beauty of a trade show is that you can share your product or service with the audience face-to-face. Building new relationships, with the added bonus of having the opportunity to check out the competition.
Research shows that about 50% of trade show attendees do make a purchase within 1 year of the event. Why is this?
- Some products are more easily sold with a demonstration. You are able to give live demonstrations of your products to a large audience.
- You are enabling people to meet YOU and your team; you are the people behind the product. You are not crooked and not just out to get their money. You are the people, honest and hard-working, who have created a product or service based on a real need.
- Finally, the greatest thing about trade shows to many — the Give-A-Ways! Promotional products abound at trade shows … pens with your logo, yard sticks, candy … you name it. But, even better, if you product is inexpensive to make, you can give a sample to every attendant. If more expensive, then have a drawing at the end of the show. Either way you are connecting with consumers. Everyone loves free things.
Attending local trade shows and events is a good way for national brands to connect with local consumers. On the other end, local brands can connect with consumers that were not reachable before. Ultimately your business, whether just starting out or an established company, will obtain new referrals, quality leads, deal closures, and valuable cross-selling opportunities.
Check back next week for tips on how to make the most of a trade show!