This post is basically a continuation/clarification of yesterday’s post “If You Like Wasting Money…”. I couldn’t just ‘leave it at that’…The whole idea of wasting these opportunities and resources did not sit so well with me. So here it goes…
To start with – who attends Expos? Visitors and Vendors.
Visitors:
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because they have nothing else to do
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want to get some new ideas
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are curious to see if there is anything new and very few attend, because they are looking to purchase a product or service.
Vendors:
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to expose their business
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to introduce a their/or a new product or service
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to make new connections vor future business (either business to business or business to consumer)
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to make a sale.
Let’s concentrate on the Vendors -because they are the ones who carry the cost of this Expo, via paying for the booth, the display, the marketing materials, any give-aways and time for given estimates.
So why would they spend all this money – and not expect to get anything back in return?
If you have attended or plan to attend an Expo as an Exhibitor – have a plan and some goals.
Plan ahead:
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How should your display be laid out to attract people?
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What information will you exchange with Visitors?
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What will visitors give you in exchange? (phone number, email address)
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How will you follow up?
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What marketing materials should you have?
What are your goals?
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Expose your Business
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Attract future Customers
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Connect with other business owners
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Make a Sale?
Number 1 through 3 are probably the most achievable – because as stated earlier, most people do not attend expos to buy a product or service. So if you are concentrating on 1-3 (with 4 being a bonus), wouldn’t you want some way to measure a return of investment?
You will not achieve any type of ROI by ‘just’ handing out marketing materials – not even by scheduling time for an estimate – UNLESS you have a follow up plan.
What will you provide your potential customers and other business owners to stay in touch?
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A newsletter
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E-mail Updates
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Industry Information
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Networking Opportunities
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Relevant Information to meet their objectives
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Business or personal connections via networking events (online or offline)
Unless you have something ready to provide value – you have wasted the opportunity provided by an Expo….so plan ahead….This holds true not only for “after” the Expo – but during the Expo as well….if you can not demonstrate that you can provide value – and are not just out for a sale – consumers will be turned off…and throw your materials away. Waste of time, money and opportunity. Don’t be one of the forgotten ones…
What is your Expo Strategy?
Filed under: Business Tips, Goals, Marketing, Networking, Small Business Owner | Tagged: Business Expo
Great post! I am on a planning board for the North Fulton Chamber of Commerce and we are hosting our 2nd Annual Business Expo. We have instructed ALL vendors to have a plan on what they want to accomplish through out the day.
At last years event, one of our board members sold 30 thousand dollars of business. Not bad for a days work!
Scott,
That is very cool. I’m sure that your Vendors will appreciate this type of preparation! (They might grumble at first – about the added work…but long term – they are lucky that you have it planned this way.)
Sabine
Excellent post!
I have never attended an expo as a vendor, but plan to in the near future. Your post gives me a good place to start in my preperation for the event.
I’m glad to hear it. I think an Expo can be a great way to meet new people (other vendors and consumers alike) and with some preparation – an Expo can be very successful.
Good Luck with your first Expo as a Vendor. Would love to hear how it worked out for you!
Sabine
[...] Personal brochures, Give-aways like pens, cups and t-shirts, an assorted other promotional items to be used at Expos, Events and more. [...]
[...] Or Failure? Which Did You Choose? Posted on May 26, 2008 by Sabine I’ve written about planning for a Business Expo previously. In order to make this opportunity a success, you have to be prepared and know who you are trying [...]