The Trade Show Must Go On... Maybe?

With the economy on the verge of recovering, companies are weighing whether the expense of trade show participation is worthwhile. Research has shown trade show attendance has been down and some owners view decreased participation in a negative light; fewer companies on the showroom floor means fewer business leads. Other companies, however, believe lower attendance is a positive thing.

"I very much believe in quality vs. quantity," says John Cancelli, a successful franchise owner, who is based in Toronto. "This is the optimum time to attend because only qualified and interested parties are making the time to participate in shows. Furthermore, you may find less competition on the floor, which should give you the extra incentive to win over some of your competitor's customers. Before you decide whether a trade show is the best venue for your company, you must do your homework.

Set Your Objectives: "Establish clear goals as to why you're going," says Mary Spina, purchasing director for San Remo Lighting. Key questions to ask yourself are: What is my purpose for attending this show? What outcomes would make this trade show successful? What specific number of leads or sales closed on the floor do I want to obtain?

Find the Appropriate Venue: Identify which trade shows will help you meet your objectives. Ms. Spina says a good place to start is trade associations. Many organize shows; and even if they don't, they know which are the most successful shows in their industry. Ask trade show organizers for information on who attends the show and who exhibits there. Ask past exhibitors what their impression was of the show (you can probably find them on the trade show organizer's Web site or ask the organizer for references). Gather and analyze all the information gathered on the show and avoid getting caught up in the trade show's advertising frenzy.

Let Everyone Know You're Going: Once you've decided to exhibit in a trade show, start getting the word out. Let potential clients and others in your industry know your company will be there through direct mailings, phone calls and publicity. Set up appointments with customers and prospects before the show opens.

Be Selective: Attending a trade show can be an expensive proposition. But there are ways you can cut costs and still make a good impression. Most exhibitors find that going to a few carefully selected shows results in less expenses and more qualified leads. Don't necessarily go to shows that are a big hit with your competitors. It's more important to go where the sales are, the one that your customers and potential customers attend.

Save Money On Your Booth: Rent instead of buying a booth; if you want to buy a booth, purchase a used unit. Similarly, you may be able to co-exhibit with another company. A manufacturing partner may be willing to sublet space to their retailers, thereby, staffing the booth with knowledgeable salespeople and the opportunity gives the reseller valuable exposure.

Attend Instead: Your company can save money by attending rather than operating a booth. Think of yourself as a mobile virtual booth. Hand out cards, brochures and samples to exhibitors and visitors. Also look into speaking at a show, which can easily attract new business leads.

Follow Up: Finally, if you choose to take the trade show route, make sure it gets you to your destination. After every show you attend, either as an exhibitor or as a visitor, review your efforts with your sales staff. Answer the crucial question: Did we meet our goals by attending the show? Identify the areas that were positive and build on them. Inversely, determine what areas require improvement or modifications. It will help you decide whether you should axe trade shows altogether, revise your trade show strategy or find a different venue to showcase your products or services.

John Cancelli is the owner of a Phoenix Bath Ltd., which provides bathroom remodelling services in Toronto. For more information on their services, please visit: www.phoenixbath.com

Mary Spina is the Director of Merchandising for San Remo Lighting Ltd., which showcases residential lighting collections from around the world. Please visit their new 8,000 sq ft showroom at 8830 Jane Street, located south of Rutherford Road in Vaughan.

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