In the world of small business, trade shows can be some of the best investments that can be made. They offer an opportunity for live interaction (and in recent years, virtual interaction) with fellow business members, customers, partners and vendors within your specific field. Networking, advertising, learnings and demonstrations are carved out for a customizable experience for each attendee or exhibitor.
How can you make the most of these shows? Joanna Krotz discusses her strategy with Microsoft in her article “9 Steps to Making Trade Shows Pay Off”. She outlines key points, such as creating a strategy, research, having a backup plan and getting noticed. In the strategy of getting noticed at trade shows, there are a few schools of thought, however Krotz suggests a dialed-down, more personalized approach. Rather than overwhelming attendees with flashing lights and massive displays, she suggests using personalized coffee mugs with company information as a give-away with plenty of fresh coffee available at your booth. Also, she recommends collecting business cards to raffle off a single high-value item.
No matter how you decide to use Krotz’s tips, trade shows, if done right, can provide fantastic ROI in the form of leads, sales, relationships and thought leadership.
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