HOW TO EXHIBIT SUCCESSFULLY AT YOUR NEXT INDUSTRY EXPO AND WIN MORE CLIENTS
At some stage in your business life, you will most likely be enticed to exhibit your business at an expo. And depending on the location and size of the expo, this could be a sizeable investment for a short space of time.
Although it falls under the category of interruption marketing, an expo is often a very niche audience and when marketed correctly, can be very lucrative. It’s just all about how you attract your audience’s attention, and how you best show them that you can help.
There is also the cost of the physical stand, the marketing material and the sales paraphernalia that goes with it. Then there’s the prize cost if you are running a competition, the time of yourself and your team to set it up and man the stand, and the cost of the exhibit space…. This can be multiples of thousands to tens of thousands of dollars…. You definitely want to make sure that it’s worth your while and you get back many times over for your investment. Breaking even never cuts it for me!
And neither does generating no income from an expo. Brand exposure works for big businesses with bigger budgets, but for most small businesses, every bit of marketing we do needs to have a positive financial outcome attached to it!!
What happens all too often however is that the business owner is so busy getting ready for the big event, they don’t have a proper plan in place in how to convert it into business AFTERWARDS, because that is where the true success of an expo lies. A great expo event will see you making many new qualified business contacts that refer and buy from you for years to come.
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