Trade Fairs can be very useful for your business as long as you take the time to work out what you’re selling, and who you’re selling to.
While these might seem like self-evident points, many exhibitors turn up at these events with visually unappealing booths, poor promotional materials, and no clear sense of what they hope to achieve from it.
It isn’t enough to simply gather a long list of names and email addresses, if these people are not potential customers. It is always worth your while to find out from the convenor who they are targeting as attendees so you have an idea of whether they fit your target market or not.
Assuming the trade fair will be swarming with key potential customers eager to get to know you and your wares, make sure your booth is well set out, your elevator pitch is word perfect, and you present a warm and welcoming front for your business.
Think of it as hosting a cocktail party. You are there to meet people, get them connected to your company and also to each other. Be prepared to talk to each person as long as needed and make the most of your time there.
Above all, remember it’s not simply enough to turn up. You need to know why you’re there, and make the most of what is a golden opportunity to build your business.
In this discussion hosted by Suzi Dafnis (Community Director, Australian Businesswomen’s Network) with guests Valerie Khoo (Managing Director, Sydney Writers’ Centre), and Robert Gerrish (Business coach and consultant, Flying Solo), we talk about the best ways to make the trade fair experience pay dividends for your business.