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MARKETING CORNER
MAKE THE MOST OF YOUR
TRADE SHOW EXPERIENCE: SIMPLE TIPS TO MAXIMIZE PRESENCE AND BUDGET
BY MISSY HENRIKSEN I
t is common knowledge that trade shows are an effective way to reach potential customers, showcase services and also check out the competition. Howev-
er, many trade show veterans may have noticed in recent years that exhibiting has become increasingly expensive as exhibitors jockey for better booth space, compete for more attractive and unique displays and one up each other in terms of booth giveaways and gimmicks. All of these features can have a significant impact on show budgets. With the 2012 show season just around the cor- ner, it is important to develop a show strategy, especially if you’ve had to scale back on the number of shows you attend, re-evaluate your visibility on the floor or reduce your budget. Having a plan in place will allow you to ensure your expo presence is worthwhile and that you are maximizing your spend.
Choose the Right Show(s) Take stock of your business objectives and match them to the types of shows that will best help you meet them. Is your audience residential customers, commercial cli- ents or others in the professional pest control industry? Are you a national company that will blanket a number of shows throughout the year or are you putting all your
efforts into one basket? Whether it’s a regional home show, a national restaurant industry show or PestWorld, knowing the type of show you want to be a part of becomes even more important if you can only exhibit at one or two per year. If this is your first foray into exhibiting, do some
research into a variety of trade shows that are of interest to you and that align with your business objectives. Inquire about the type of exhibitors each show has seen in recent years and the number of attendees at previ- ous shows. Most events will have an Exhibitor Services department and staff on hand to help walk you through the exhibitor process and discuss the benefits of various levels of participation and the booth options that are available to you. If you can, talk to other businesses in the industry about their experiences and get their advice about exhibiting in general and/or a specific show. Did they have steady booth traffic? Did they generate leads or sell services? Consider seeing the show first hand as an attendee or starting with a small booth your first year before jumping in with a big entrance. Many times, it may be difficult to determine the
scope of your show budget until you’ve done this level of research and narrowed down the number and type of shows that you think are right for your business.
Determine Your Budget and Expenses The first step in creating your budget for the event is to identify the most significant expenses. For most busi- nesses, the biggest spend will be for booth rental/design, displays and employees who will staff the booth for the duration of the show. These expenses, along with the reg- istration fee, equipment rental and shipping are unavoid- able and are typically part of every trade show budget. If the show is out of town and spans several days, remember to budget travel, food and lodging expenses for all those
34 PESTWORLD NOVEMBER/DECEMBER 2011
www.npmapestworld.org
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