Trade show season is almost upon us! In fact, for some industries, it’s already begun. Toy Fair took place last month, Auto Shows are already taking place, and next month will see the Gadget Show Live along with the first of Europe’s major Games Festivals. If you want to make an impact this year, you’d better start planning your booth, and contacting trailer producers and poster printers now!
Trade Shows or Festivals?
The state of the economy right now means that many business owners can’t afford to attend several events per year, so they have to plan their events strategy carefully, taking their display trailers only to the events with the biggest impact. The trick is figuring out what kind of impact you want, and who you’re trying to reach.
Sponsoring festivals and sporting events is a good way to raise brand awareness and generate goodwill. If your message is a simple one, such as “Come buy your guitars from our music shop”, or “We sell football kits”, then generating awareness in this way is a good start.
If your message is more complicated, or you want to reach a wider range of people than you would at a local event, then you should consider attending a trade show. Some trade events are industry only – such as the Electronic Entertainment Expo in Los Angeles. This event is attended by international press, investors, video game publishers, and buyers for stores from all over the world. If you’re preparing to launch a product, and want to generate a lot of buzz, this is the place to do it.
Other events are open to the public. At public events, there are a lot of companies competing for the attention of the visitors, and in many industries there’s an ever-increasing battle to produce the flashiest display trailers, offer the best swag, and pull the biggest publicity stunts. If you’re on a tight budget, getting into this kind of battle is a bad idea, unless you’re sure that you can create a lasting impression. People who visit your booth for a free inflatable sword and shield or other crazy gift set won’t buy your product – but people who visit your booth to demo your product and pick up a catalogue might well turn into customers later.
Keeping Costs Down
Trade shows are great for networking. Ideally, you should try to attend any shows that are local to you, and also try to find room in your budget for a major, highly respected show elsewhere. The power of being able to say “As seen at the Frankfurt Auto Show” should not be underestimated.
To keep costs down, start negotiating with trailer producers early, and show space as soon as you can to take advantage of early bird discounts. Try to get bulk discounts for posters, business cards, and other essentials. While you’re at the show, take advantage of any networking opportunities – get out there and hand out cards to people at other stands, and take the time to see what other people are doing. Trade shows aren’t just good ways to spread the word about what you’re doing – they’re good ways to find out what’s happening in the rest of your industry too.
Image: Yodel Anecdotal / Flickr