Business owners may have heard that trade shows are a waste of time and money, but nothing could be further from the truth. Read on to learn more about myths versus facts when it comes to trade shows.
Myth: Smaller businesses don’t get noticed.
Fact: With thousands of trade shows happening around the country, there is bound to be one that applies directly to your business. A more specialized trade show means that people are looking exactly for what you offer. Search a trade show directory for your industry to find a great trade show for your business to attend.
Myth: Your trade show marketing ends once the event ends.
Fact: When you attend a trade show, your trade show exhibit gets listed in the trade show’s program or booklet. These booklets get passed around and kept on hand for future reference. In addition, if you collect email addresses at the show, reach out to those who visited your booth a few days after the event is over just to thank them for stopping by to say hi, even if you didn’t sell them anything. This is a great way to start a relationship with potential clients.
Myth: Event marketing is time-consuming, and no one really shows up anyway.
Fact: Marketing to your social media followers or email list is easy. Just drop them a quick note asking them to stop by the booth, and give them an incentive to do so, whether it is a free giveaway, a contest, or a discount code. People are more likely to show up if they know they’re getting something out of the deal.
Myth: Your trade show exhibit must be busy constantly in order to be successful.
Fact: A study by Oxford Economics found that for every dollar invested in business travel, a business gains $12.50 in added revenues and $3.80 in new profits. Face to face meetings are far more effective than virtual communication, so just putting yourself out there can result in higher profits.
Trade shows offer a lot of potential value to small business owners and are worth exploring as an option to spread the word about your business.