First Business Expo - Help!

Hi Jan!

I've done a couple of business expo events, and have had a lot of fun with them and will do more in the future when they are available.

What kind of business expo is it. Large community type or smaller business specific type?

It is important to have something to pass out with information about you and your business to those that stop by your booth. It is also important to capture the contact information of those that come by your booth for contact after the expo. You'll need to reap a good return on your investment for the time and expense of the booth.

I offered a raffle and required participants to fill out a card, with name address, phone number and email. This allowed me to send them additional information after the show. You'll also need to have something to send out by mail and / or email to them.

Without a record of the attendants, you will leave the expo wondering if it was really worth your time.

Remember also that as a business coach, your real prospects are the other vendors/ participants that are manning the other booths. So make sure you can take some time to go meet them. I spend a little time with them, talking about them not me. That way I have the "seed" information that I can use to call them back. Make sure you pick up their information and business cards, again for future follow up contact.

Hope this helps, Loren Jennings

Jen,

Loren's suggestions are good.

Bob and I have had our share of trade shows/business expo's over the years, too.

We usually get there early so we can walk around and introduce ourselves to the other vendors, looking especially for businesses we might develop mutually beneficial partnerships with (If we don't already know them). I usually bring a little notebook and jot down things I want remember from conversations.

As Loren said, it's important to capture the information. And with our booth's drawing, we usually put a fun prize in (gift certificate to a restaurant, for example). It seems to draw more people.

During the trade show itself, it's important to not have a booth that blocks you and prevents interaction with the visitors. And you have five seconds or less to catch's an attendee's eye as they pass, so have a strong, brief message ready. Some people just sit and smile and hand out their pens or whatever, but I like to ask a question that makes them stop and gets them thinking so I can engage them in a conversation. But don't let them monopolize if someone else is waiting to talk to you!

And follow-up is crucial. Some stats say that 60% of trade show leads are never used. I send a postcard or an email to every attendee thanking them for visiting our booth. And I follow up with phone calls to people who expressed strong interest.

Lastly, my motto is, "Do what you said you would do." If I promised a helpful article a link to a resource, etc., I send the information out within a week, while interest level is still high.

Hope this helps.

Judy's motto is also mentioned in detail in the book "Raving Fans".

One item that you haven't mentioned is if this is an Expo primarily for business people or just consumers? Obviously your market is with the business side, not the consumer side so much.

In the expo's I've done, I asked some of the vendors I know, afterward what their follow up strategy was, and as Judy mentioned a VERY high percent never get around to following up with these contacts. So what's the point of doing the show if a person doesn't follow up?

I was able to capture these addresses and then I generated a post card to thank them for coming by my booth, with my contact information. Then I started calling them individually to setup appointments if possible.

Have a great expo, it will be a lot of fun for you!

Loren Jennings

I'll have to read that book, Loren. It's on my list.

I agree, the B2C or B2C issue is an important one. When we started out in our graphic design business, we were in Business-to-Consumer trade shows and I will have to say it wasn't a wise way to spend our advertising dollars.

I remember one year at the Chamber of Commerce Business Expo, busloads of senior citizens from the retirement center arrived, intent on finding the free food, trinkets and prize drawings. We happened to have been placed right next to a southern cuisine restaurant that was giving away free BBQ wings. People would eat there and then pick up our design samples with their greasy fingers. Not a pretty sight.

Good luck and have fun!

Oh, and on giveaways, we learned over the years (and visiting so many booths ourselves, that pens are so overused that unless they are very unique, I'd think of something else. (I have a drawer full of them that I never use!) Loren would probably have some good ideas on this.

One freebie that was wildly popular was the notepads with our logo and contact information on them. Many people have talked about how useful they are (we keep our logo relatively small and the paper size (5" x 3 3/4") large enough to actually take notes on. And it stays on people's desks for several months!

Hi Jan,

Obviously, a giveaway that promotes your business would be the best, and that is very business specific. Since you are a business coach, a consultation would be appropriate.

Some businesses feel that a more tangible item like a dinner at a nice restaurant, bottle of wine, something "tasteful" draws more attention.

One piece of information I did add to my giveaway slip was the question regarding their interest level. I wanted to know if they were just entering the drawing because it was a freebie or if they were actually interested in receiving more information with regard to my business. It saves a lot of time (which means money) for me.

For the drop-by give away trinket, I had letter/envelop openers with my business name on it. And I had people asking for more of them after I contacted them as well, go figure!

Hopefully, the booth price isn't too high for your first time. It is always preferable to have a good return on your investment from these events. Follow up, again, will be very important, as most businesses let potential clients slip by the wayside.

Relax, be friendly, chat with everyone that comes by. Don't let any one person monopolize your time, meet the other vendors, get business cards (with notes you've taken) and then when its' all over and you've had a chance to reflect on the event, write down what you'll do differently next time. It's like they say "Hind sight is always 20/20"!

All the Best to You!! Loren Jennings

Jen,

If your question is directed to me, we had regular pads (not post-its) and they had 75+ sheets in them.

But we didn't pay anything because Bob brings a lot of graphic design work to this printer and he just did them for us. So I don't know how much something like that would cost.

A bag seems like a great idea, but I think it's a little beyond our budget.

Hi Jan!

For business cards, notepads, and other marketing material I've had good luck with VistaPrint. Great prices and quick turnaround.

http://www.vistaprint.com

A few days ago I was at an American Marketing Association meeting and small promotional notepads were given out. Everyone appreciated them. I know I did, because I ended up using the notepad to take notes during the luncheon presentation.

Good luck at the Expo

Nanette

Creative Copywriter and Website Marketer

www.nanettejaeger.com