Tips on marketing your business at trade shows, special events and expos

When considering whether to set up shop at a trade show or business expo, local marketing professionals recommend doing your research on the event and coming prepared to network with hundreds of potential customers.

"The beauty in each specific local and regional business expo event is that no one is particularly alike," says John Reith, strategic marketing coordinator at The Wright Group in Cape Girardeau. "These shows not only generate consumer traffic by bringing various folks in from afar, but also make for a very efficient model to further establish nearly any business and networking opportunity."

Dana Hukel, president/owner of BOLD Marketing in Cape Girardeau, agrees that the events "are definitely viable options for many businesses to connect with large gatherings of people in a short time span, and often with minimal cash outlay for the event compared to other advertising sources."

It's also an opportunity to visit face-to-face with potential customers as you share your business philosophy and offerings, she says.

Before signing up for an event, Reith recommends doing your research to find a venue and audience suitable for your business.

"The biggest challenge can be identifying the best opportunities in a world of daily information overload," he says. "It pays to do some research and homework. Do not be afraid to ask other businesses to share any experiences they may have encountered over time. This can put you well ahead of the game."

Check with the event host for more information: "They should have a history of attendees, demographics and success rate from years past that you can analyze to determine if your key audience will be attending this event," says Hukel. "Avoid the urge to participate just because your competitor is participating. Make the decision based on your company's needs, marketing budget and trajectory for growth."

Once you've decided to attend an event, follow these tips to make it worth your while:

1. Be ready to talk. You should spend less time deciding what trinkets to hand out at a trade show and more time working on your 15- to 30-second sales pitch or "elevator speech," say Reith and Hukel. Your speech should mention a problem and how your product, service or company can remedy it for your potential client.

"It's all about the customer, so make the elevator speech about them, not about you, or you will lose them," says Hukel.

Don't wait for people to wander over to your booth -- be the first to engage them in conversation.

"Your sales team should spark conversation with people as they walk by the booth, making eye contact and giving them a reason to pause their trinket hunt to talk with you," says Hukel.

And don't let people enter for your giveaway and slip away, she adds -- make them "earn it" by talking with your sales team, showing some interest in your company and perhaps answering a survey.

Reith recommends bringing plenty of business cards and giving them away two at a time: one for your potential client, and one for him or her to pass along.

"This can effectively double your reach for very little effort," he says. "Make sure to share why you are handing them the extra card. Your fans are your best advertisement!"

2. Make your space a must-see. "Put some creativity into the booth space; create an area for people to 'hang out' so meaningful conversation can occur," says Hukel. "Make it fun yet professional ... You want attendees at the show to tell others, 'You have to stop by this booth,' and it's not because you have the best trinket to give away, either. Those aren't viable leads."

When setting up your space, be sure to check with the event planners or hosting facility to see what's included in your space and what you need to bring, says Reith. Are power and Wi-Fi available? Can you set up audio and video? What about chairs and tablecloths?

"It may go without saying that a business should have a professional business card and a nice piece of print literature at a minimum," he adds. "It is easy and relatively inexpensive to bring together a nice assortment of take-away items at nearly any price point."

3. Remember it's not all about the sales. Don't be dejected if you don't come away with a hefty stack of orders, or if people didn't seem excited about your company. You still learned something, and may do better with a different event.

"You can be just as successful if your intent is to determine if a new market potential exists either with a new audience or a new geographic market; if you want to test a new product; if you want to develop a database of leads; or if you want to support your vendors/distributors who also have a stake in that event's success," says Hukel. "Trade shows are not for the faint of heart; you will get snubbed, turned down and mocked more than you will gain worthy conversation opportunities. But a good salesperson can turn those moments into leads."

4. Follow up. While you're visiting with people at the trade show, whether guests or fellow business-owners, remember to ask for their business cards, as well, says Reith. Ask if it's OK to follow up with them, ask the best way to do it, and then actually follow up.

"Where I see most businesses fail in trade show efforts is not doing anything after the trade show with the leads they gained," says Hukel. "These are warm leads, which can turn into paying customers if the relationship is continued following the event."