Is Exhibiting at a Trade Show Right for Your Business?By
Exhibiting your product or service at a trade show is a great way to network with industry experts and customers but can be very, very expensive. How do you know if it’s right for your company? Glad you asked. You’ve come to the right place. I’m going to take a minute to address the pros and cons of having a booth at a trade show so you can weigh your options and see what works for your brand.
Face Time: A trade show is a great opportunity to meet distributers, manufacturers, industry experts, and customers. No matter how good your social marketing campaign may be, nothing beats meeting face to face in the real world. You could really amp things up by handing out specialized promotional products from QLP to booth attendees. The free swag may be enough to convert random passersby’s into loyal customers.
Credibility and Visibility: Your presence at a trade show, even a small targeted show, demonstrates your credibility in your specific industry. Also, just being there makes you visible to people who would have never encountered your brand on their own.
Observe Trends and Competition: Attending a trade show is a great opportunity to see what trends are hot in your market. This is also a great time to take a look at your competition and see what they’re doing right, what they’re doing wrong, and how you can do better – or show off how much better you already are.
Demonstrate Your Product: The trade show is the perfect venue to demonstrate your product and show how it works and show why people need it. This also allows individuals to provide feedback about product and tell you what they like about, what they don’t like about it, and how it can be improved.
Expense: The expenses of having a booth at a trade show, even a small one, can get out of hand very quickly. You have to consider the price of the space itself, installation, labor, cleaning, traveling, lodging, display costs, and numerous other factors. Also, there might not be an immediate ROI on the expenses. If you have a successful exhibition, it may be weeks or months before the people you impressed start to drive up sales for your brand. The presence at a trade show can make or break a small company, especially in this economy.
The Competition: Where as a trade show or expo gives you an opportunity to observe the competition, it does the same for them as well. If your competitor outshines you to the point where attendees remember them and not you, then everything you’ve done has been for nothing.
Stress: Just attending a trade show, expo, or convention can be stressful. There’s a definite sensory overload, with flashy signs, loud music, and unruly crowds all vying for attention. Having a booth at a trade show is even worse. You have to worry about scheduling and making sure there’s always someone present. You have to worry that the products you brought to demo do not malfunction or break down. There are also the customers and visitors. Anybody who tells you the customer is always right has obviously never worked in retail or the service industry.
Is having a booth at a trade show right for you? Only you can answer that. Hopefully this article has helped to get you a better idea of what to expect.