TRADE SHOWS

Defination
• An exhibition for companies in a specific industry to showcase and demonstrate their new products and services. Generally trade shows are not open to the public and can only be attended by company representatives and members of the press. Also, an exhibition of businesses offering franchises and/or business opportunity packages for sale.

Trade fairs in history
• Modern trade fairs follow in the tradition of trade fairs established in late medieval Europe, in the era of merchant capitalism. In this era, produce and craft producers visited towns for trading fairs, to sell and showcase products.

From the late eighteenth century, Industrial Exhibitions in Europe and North America became more common reflecting the technological dynamism of the industrial revolution.

Consequently. design and construction of trade show displays. and drayage (also known as material handling). .Contemporary trade fairs • Trade fairs often involve a considerable marketing investment by participating companies. • In addition. and promotional literature and items to give to attendees. Costs include space rental. telecommunications and networking. travel. accommodations. cities often promote trade shows as a means of economic development. costs are incurred at the show for services such as electrical. booth cleaning. internet services.

Continued … • Exhibitors attending the event are required to use an exhibitor manual or online exhibitor manual to order their required services and complete any necessary paperwork such as health and safety declarations. They are increasing in popularity due to their relatively low cost and because there is no need to travel whether you are attending or exhibiting. . • An increasing number of trade fairs are happening online. and these events are called virtual tradeshows.

TRADE SHOWS IN GENERAL .

look through the Encyclopedia of Associations published by Gale Research. • You may also want to check magazines and newsletters such as Tradeshow Week or go through the Tradeshow Week Data Book. . These publications should be available at your local library.• Trade shows are sponsored by trade associations for specific industries. To find an appropriate association for the industry you're interested in. and there are thousands of associations running shows every year. • Generally trade shows aren't open to the public and can only be attended by company representatives and members of the press.

• local Chamber of Commerce can give information about trade shows in your area. the facility manager's office will be able to give you the dates. . and if there's one planned during the next year.• The space for such shows must be reserved well in advance.

yet 85 percent had not been called on by a salesperson before the show. • According to a study conducted by the Center for Exhibition Industry Research (CEIR).• Exhibiting at a trade show is an excellent way to find customers to help your business grow. . 86 percent of show attendees were the decision-maker or influenced buying decisions.

700 annual trade shows in its directory. You can search for exactly the show you want at Tradeshow Week's online directory. trade shows are popular.4 sales calls compared to $997 and 3. . • Finally.6 sales calls. and it's easy to find one that fits your industry and your company's needs.• Trade shows are also economical ways of getting sales. The CEIR reports that closing a sale that begins with contact at a trade show runs about half the cost of closing a sale that doesn't have the exhibition advantage: $550 and 1. from the American Bankers Association Convention to the World Alzheimer Congress. Tradeshow Week lists more than 1.

Why Do Trade Shows? • Exhibiting at a trade show offers you one of the best ways to get in front of a lot of customers and prospects in a relatively short amount of time. but also create that all important first impression. 91% of respondents ranked trade shows as "extremely useful" as a source for product purchasing information. including on-site visits from reps. • According to a Simmons Market Research Bureaustudy. . Also. This was higher than any other source. nearly half of the respondents had purchased products or services at the trade show. Trade shows give you the opportunity to not only show your product or describe your service.

How do trade shows work? .

Questions to be answered while doing a trade show • Why are you exhibiting? Are you trying to extend your relationship with existing customers? Introducing a new product? Positioning your company within the market? Generating qualified leads for new sales? Countering a competitor's claim? Who is your target audience? What is the message you want to convey? What do you want to get out of the show? Do you want to bring home leads. measurable goals if you want your trade show activities to succeed • • • • . or create/improve/build upon your company image? You need specific. sell your product/service.

In fact.000 exhibitors. but it opens the door for future communications -.000 attendees and 1. trade shows are worth the effort. you can realistically have 200 visitors per day. • So for most companies.• At a typical national trade show. before you decide to nix a show your company has attended for years. If you were making sales calls. think about what that might say to your current customers who expect to see you there . you could not even approach that number. you don't always have the opportunity to go into as much detail in your presentation as you would like.a door that sometimes is very difficult to get your foot into. with 10. • Granted.

and explain your decision to attend show B rather than show A. • This doesn't mean you can't ever stop attending a show. mergers. . Your competition will use your absence to their advantage. send a post card to your primary clients that you know attend that particular show. but just be sure you think about whom you see there and what your company's absence may lead them to believe.• This is especially damaging if your company has been through recent staffing/management changes. acquisitions. or other changes your clients may have caught wind of. If necessary.

com. tscentral. Another resource is. of course. • Go toTSNN. however.com.org for directories of shows around the world in all types of industries. These shows will typically be targeted right to your market. You can also check with the trade publications you advertise in (or perhaps should be advertising in). so make sure you go to more than one directory.Selecting the Right Shows • The first place to start is with your industry's associations. or FITA. the Web. . and often are reasonable in cost. No list is entirely complete.

with shows that bring in vertical sellers and horizontal buyers and vice versa. and the attendees usually come from a single market segment and are looking for either very specific products or services or a broader variety. Horizontal Markets • Horizontal shows are shows with vendors who are selling a broader variety of products or services. and your objectives for the show can be more focused. The disadvantage is that your product or service must fall exactly within the focus for the show. The advantage of vertical shows is that the attendees are all from a very specific market. or you won't get the results you want. while shows for occupational safety and health services would most likely be horizontal because the attendees would be from all types of markets. Just remember to keep it in mind when making your choices • . There are also variations. This is usually apparent when you look at the list of vendors and the list of attendees.Vertical vs. Here is an example of these two types of markets: Shows for physical therapists or boating would be vertical. Vertical shows are more narrowly focused to just one type of product and market.

These include the size and type of booth. these smaller. more versatile floor model work? There is a huge variety of configurations for booths. that is. 10foot (3-meter) size that can be easily shipped and assembled and disassembled by your booth staffers. . if you need a floor model. do you need a floor model or tabletop model? And. • You can have a large custom booth built that will require multiple booth spaces and a crew of workers to assemble. or will a smaller.Designing and Caring for Your Booth • There are lots of things to take into consideration when purchasing and designing your booth. or you can opt for a smaller. Often. modular versions can be broken down and used as two tabletop booths as well. does it need to be a large custom booth to communicate the right corporate image.

10’*20’ modular style 10’ panel style .

000 (more or less) for a tabletop (graphics make a big difference in pricing).) . Figure $1.000-to-$15. the sky is the limit. around the $5.What is your booth budget? • Booth prices vary greatly depending on the size and format. 20x30-foot or 30x30-foot custom booths. and for large 20x20-foot.000 range for a 10-foot (3-meter) portable with graphics. (The rule of thumb is $92 to $120 per square foot depending on the design.

you have to very quickly make them notice you and want to walk over to your booth. but it isn't. Some work and some don't. The key is usually in the graphics. Think of your booth in the same way. and to the point. . • Graphics can communicate a whole host of impressions at a single glance. Think about the Chick-fil-A billboard with the cows painting the "Eat More Chick'n" sign. They have to tell you who the company is and what it's selling as you zoom past at 55+ miles per hour. Trade show attendees are strolling down the aisle looking at hundreds of booths. Think about the billboards that you pass on the highway. and unless you've pulled them to your booth with a pre-show promotion. and what your product or service is -.Graphics . what you do.all in three seconds? Sounds impossible. They have the exact same job.Less is More • How do you get your exhibit booth to communicate who you are. It's quick.

It is important to have local access to your vendor so you can easily go to the showroom to see the products. and a little product research is very valuable. go to a local trade show and ask some of the show vendors about their booths and whom they work with. They know what works and how to make your booth effective. Most sales reps will also bring a booth to your office and set it up so you can see it firsthand in your own environment. • Use their experience and advice -. booth sales reps are also great resources for ideas for designing your booth. Many times. check with booth vendors in your area. . get ideas. Talk to their customers and see if they are happy with both their booth and the service from the vendor.it's typically free! Check references of the vendors you speak with. and supplies. and also be able to easily get support. Or.Making It Happen • First. extra parts. You are about to make a potentially large investment.

You should do this as soon as you know you are attending the show because many show managers require paperwork to be turned in and deposits to be paid months in advance. then you're out of luck and get the next closest thing. you'll contact the show management for the shows you've planned to attend. Plus. so if you're involved in managing the company's trade shows -. and ask for an exhibitor application. • So.Managing the Show Schedule & Materials • The most tedious part of any job is usually the paperwork. first-served basis.be prepared! There are forms to be filled out for everything imaginable. but if someone with more seniority wants the same spot. some shows base your booth location on a first-come. You put down your choices. (Others use a point system based on the number of years you've attended the show. where do you start? First.) .

Designate people to man it while you work the room • Follow up when the show is over. so don’t stash that stack of business cards in a to-do-later file. but don’t spread yourself too thin. at most within the first week after the show. • “People try to gather as many business cards as they can. A trade show is only as good as the business it generates. e-mail or send a handwritten note as soon as you return. Wait too long.” • Don’t stay chained to your booth.Network. Call. but do it Right • Make the most of networking. . and you’ve lost them.

Can’t Afford It? Go Anyway • if you can’t afford the price of a booth at a trade show.” . then exchange cards. attend anyway. walk around and network. You’ll get almost as much mileage out of being there as if you had a booth. Ask for a free pass to the vendor/exhibit area.” she says. • “Once inside. “Introduce yourself and tell people what you do.

Introduce & promote new products to a new or existing market 6. Learn the latest industry trends 10. Shorten the sales cycle 5. Generate leads & drive incremental sales 2. Obtain feedback on new & existing products 9. Gain competitors insight . Establish relationships with prospects. Educate & demonstrate new uses for existing products 8. key target markets & the media 4.20 Reasons Why Tradeshows Work for the Exhibitor: • Tradeshows provide Exhibitors with the opportunity to meet clients & prospects & decision makers face-to-face to: 1. Solidify relationships with current customers 3. Enhance brand & product visibility 7.

Learn more about the industry they support 14. Identify new business opportunities 20. Have a presence in the industry 15. Network with key industry contacts and key opinion leaders 13. Find personnel to grow your company 17. Conduct competitor & market research 12.Continued… 11. Reinforce & test marketing strategies . Demonstrate your commitment to a marketplace and your clients 19. Build sales force moral & foster camaraderie 18. Gain exposure in new markets 16.

10 Reasons Why Tradeshows Work for the Attendee: • Tradeshows provide Attendees with the opportunity to: 1. Gain insight into what others in your industry are purchasing & why 6. Conduct research to ensure you make the best purchase decision 3. Discover new products 8. Learn latest industry trends & technologies 5. Learn from industry key opinion leaders 7. Compare competitive products side by side 9. Purchase products at discounted prices 2. Establish relationships with key vendors 4. Meet the people only known previously via phone/email 10. Have the chance to use a product before purchase .

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renewable energy and other associated products and in this process will be able to interact directly with the customers on a common platform. dairy farming. and other experts of the related industry in the show will increase the overall business worth of the event. In a country where one third of the population is dependent on agriculture. analysts. renowned companies will exhibit the latest agricultural equipments and technology such as agricultural equipment and machinery.• Agritech Asia-Gujarat is one the premier trade shows in India that is concerned with the sector of agriculture. Presence of qualified water industry executives. this event will help the exhibiting companies to understand more properly about the needs of the buyers and network with their peers in an intimate environment. livestock. institutional investors. academia. . • This event will be an excellent platform for new products and brands to secure their image on the minds of the consumers and get instant feedback. Held over a period of three days. venture capitalists.

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