How many consumers would you like to have visit your business?
I think most, if not all, businesses would love to have thousands of consumers see their business and have customers walk through their doors over the course of just a few days. However, businesses may not associate that desire for exposure and to expand their customer base with the potential that trade shows offer.
Trade shows have long been known to be a powerful platform for meeting new customers, connecting with existing clientele, building on your brand and being able to demonstrate both your inter-personal skills as well as your product value over a very short period of time. Even with the overwhelming number of people turning to online platforms, people still want to experience various products and services first-hand, with the underlying need for convenience.
Trade shows offer the opportunity to connect with thousands of people over a few short days and gain tremendous exposure for your business, in addition to attracting potential clientele. This is because consumers are driven by the appeal that they can visit one location and see hundreds of different products and services all under one roof.
We know many people don’t look for a particular business until they need something. However, who do consumers typically turn to when they need or want something and how do they find out about where to purchase it? A consumer will generally select a business because it’s recognizable; perhaps it’s a business they have seen or have spoken to or it’s a business that has been referred. Ultimately they are looking for someone reputable, recognizable and that can provide a great product or service.
So how do you gain that credibility? It’s participating in events like trade shows, networking and belonging to business associations like the Chamber of Commerce that will regularly provide referrals to their member companies. Even if someone isn’t looking for your product or service right now, raising that brand awareness and establishing connections helps your business when a customer does need your service.
The response to these opportunities for exposure may be “I wish I could”, but then come some of the commonly known obstacles, like cost, time, staffing and having marketing supplies or products for something like a trade show event.
So, let’s take a few moments to address the concerns — from a cost perspective a booth costs about $760 for a 100 sq. ft. of space (less if you get a booth larger than 100 sq. ft.). Divided over three days that’s $253 per day. That price includes exposure in our trade show guide, which is distributed within the Medicine Hat News to their subscribers and pick-up locations, as well as to consumers within the show. It also provides you three days of exposure to anywhere from 7,000-11,000 people that not only see your branding and advertising, but also allows you the opportunity to talk to and engage with attendees about your product or service — that face-to-face interaction is invaluable. It also includes your booth essentials like a table, chairs and electrical outlet, tasty exhibitor treats to keep you going through the weekend and the warm welcome of our team to assist you in making your show a success. It also enables us to market the show, in order to drive traffic in and give you as much exposure as possible.
In terms of time and staffing, we understand that challenge too, but we’ve had a number of solutions over the years from connecting college students to business to help work their booth, to suggesting businesses move their store to the trade show as their temporary weekend location, letting customers know where to find you, rather than having to staff two locations.
For marketing supplies and products at the show, you can certainly use what you have already in stock, in store or on your shelves or look at alternatives. We have a number of members that provide services from brochures and business card printing, all the way to banner stands and signage. You can also consider utilizing a TV screen and having your signage/marketing material displayed digitally, but make sure you have something that people can take away with them and remember you by.
Ultimately we want to help you be successful, so talk to us about some of the challenges you have or the obstacles you are facing with exhibiting and we’ll see what we can do to help and make sure you have the opportunity to make the most out of your trade show investment. After all, we’re in business for business and we want to support you in and connect you with contacts and potential clients so that you can expand and grow your business in our efforts to promote commerce and trade in our community.
With the right trade show strategy, you can be sure that your trade show investment will have valuable returns. Make sure you don’t miss out. Our shows are Oct. 26-28, 2018 and March 1-3, 2019. Give our office a call at 403-527-5214 or visit us online at medicinehattradeshows.com.
Lisa Kowalchuk is the executive director of the Medicine Hat & District Chamber of Commerce. For more information on this column or the Chamber, contact 403-527-5214.
