A trade show or trade exhibition, is an event that is organised to allow companies in a specific industry to showcase and demonstrate their latest products and services to the general public or private clients, as well as examining any recent market trends and opportunities.
There are many benefits for a company participating in trade shows. Branding will enhance your public image and presence in the market place, while advertising your products through demonstrations will expand clientele. You can experience growth in your customer base when you distribute product samples and launching products, as well as with face time with your clients. Networking will build relationships with other companies and customers, and the opportunity to observe and learn from other business is vital. You will also have increases in on-the-spot and future sales, as well as your own salesmanship.
If you believe a trade show sounds like something your company may be interested in, do your research. Find out where a trade show in your industry is being held and attend it to get a feel for how they are run so you are not overwhelmed when, or if, you choose to participate in one.
Trade shows should be taken seriously; time and effort must be put into preparing for them in order to achieve the best results. To be successful, these steps will help when correctly put in place.
a. Consulting directors: Seek their advice on how they would like the event to run and whether it will be beneficial to your company.
b. Initial planning: What time of the year it will be held, event location, start and end time and any materials you will need.
c. Briefing staff: Advise them on all details of the event and any work they need to complete before, during and after the event.
a. Business cards
b. Flyers / Handouts: Specification sheets on your products and any deals you may be holding
c. Posters / Banners: Include your company logo and contact details
d. Feedback forms
a. Show bags and gifts
b. Door prizes
Product showcasing –
a. Displaying products: What products and how to best display it for it’s purpose
b. Presenters: Who will present and how the presentation will run
b. Cold Calling
a. RSVP: Get as many RSVP’s as possible, to get a good idea of how many to cater for (always over cater)
After the trade show, it is important to set a meeting time with the appropriate people in your company and review the event. Discuss what did or didn’t work and how to improve it for future shows, what are other companies doing which made them more successful on the day, and read over any customer feedback forms.
ANL Lighting attends trade shows and similar events throughout Australia, showcasing their large variety of lighting products to niche markets such as Hospitality, Farming and Residential etc. ANL have found these events very beneficial to their company and will continue to participate and attend many more in the future.