Tradeshows -- the beginning

I don't think I'd be understating the importance of tradeshows in today's business environment. There is no more better way to introduce yourself, your company, or your products to a large number of potential customers at one time.

So how come some companies are so bad at it?

The truth is, many companies see trade shows -- whether it's an industry show, a consumer show or even a Chamber of Commerce show -- as a necessary evil, rather than a potentially huge part of their marketing plan.

So, before we really begin, let's state some basic truths about trade shows. First, and more important, they are not a sales opportunity. The percentage of companies that make an actual sale on the show floor is very, very small. The salesperson, marketing person or company owner who complains about the lack of sales at a tradeshow is basically missing the entire point of being there. A trade show is a chance to start or build relationships, introduce or reinforce your brand, or introduce a new product.

The results of setting up at a trade show are almost never seen immediately. Rather, they can be discovered in the post-show followup or possibly weeks, months or even YEARS afterward.

OK, now that we have that piece of info out of the way (not that we won't be referring to it in follow-up posts), let's start with how to effectively utilize trade shows...from the beginning.

First things first. You've decided to set-up at a trade show. Congratulations. You've sent your down payment into the show organizers and you've made your transportation and lodging arrangements (if necessary, of course). Now what?

Now you have to figure out what you're going to do at the show. And that's where the fun begins.

And that's where we'll continue our discussion next time...