| Participating in trade shows offers businesses | | | | something to aim for. It will also help keep you |
| significant exposure in the marketplace. In fact, for | | | | energized and motivated during slow times when |
| businesses which don't operate out of a store front | | | | visitor traffic is low. |
| (i.e. web-based businesses) it may be one of the only | | | | Next, plan your strategy. In other words, how are |
| venues in which to put a physical "front" on a | | | | you going to accomplish the goal or goals that you've |
| business. Whether your business is store, home or | | | | set? Referring again to the example above, how are |
| web-based, participating in a trade show can raise | | | | you going to identify fifty viable prospects? One |
| your profile in a community or sector and infuse your | | | | strategy may be to ask leading questions of your |
| cash flow with sales and new accounts. | | | | visitors to determine their interest level in the |
| When you book your spot at a trade show, it's time | | | | services that you offer. A visitor who already has a |
| to start planning your strategy. First, be sure to | | | | contract with another web-design company may not |
| order promotional giveaways. Promotional giveaways | | | | be as viable a lead as someone who is planning to |
| give trade show visitors a tangible reminder of your | | | | start a business and is interested in consulting with a |
| business and of their interaction with you. The last | | | | web expert. Asking the right questions is one way to |
| thing you want is for a potential customer to decide | | | | determine who your best prospects are. |
| he or she wants to do business with your company, | | | | The final step is to measure your success |
| only to find that he or she can't remember your | | | | afterwards. You set a very clear goal: to talk to fifty |
| company's information. | | | | viable prospects. After the trade show is over, make |
| You should choose your promotional giveaways | | | | a determination: did you in fact identify at least fifty |
| based on two things: the type of business that you | | | | potential clients? Did you hand out those fifty |
| have, and/or the type of trade show that you are | | | | promotional giveaways? If so, how are you going to |
| taking part in. For instance, if you're business is | | | | turn ten of those prospects into new accounts? If |
| hardware, you may want to invest in | | | | not, evaluate what kept you from attaining that goal. |
| hardware-related promotional giveaways (i.e. tools, | | | | Did you set your standards too high? Was trade |
| flashlights.) If your business is electronics, choose | | | | show traffic slower than you had anticipated? Did |
| electronic promotional giveaways. Not only will this | | | | you hold back too much? How many of these |
| help visitors remember your name, it will also solidify | | | | factors were out of your control, and how many |
| your business' image in their minds. | | | | could you have controlled by working harder or |
| The next step is to establish some goals. What is | | | | setting more realistic expectations of yourself? |
| your main purpose for participating in this particular | | | | By evaluating your success afterwards, you can save |
| trade show? You will develop your goal based on this | | | | yourself from disappointment and use what you've |
| purpose. Your goals should be measurable and | | | | discovered to fuel your motivation to participate in |
| attainable. | | | | the next trade show. You can also use this as an |
| Let's say that you are a brand new web design | | | | opportunity to celebrate your success. And celebrate |
| company, and your purpose is to let potential clients | | | | you should. Reward yourself for every trade show |
| know who you are and what your business is about. | | | | success, no matter how small. You don't have to go |
| You might decide in view of this that your goal is to | | | | out and buy a yacht. Reward yourself with an |
| hand out at least fifty promotional giveaways to | | | | afternoon of golf or by sleeping in one extra morning. |
| viable prospects. Of those fifty, your next goal is to | | | | Rewarding yourself will also keep you motivated as |
| turn at least ten of them into new, regular customers | | | | you seek to build your business. |
| or accounts. Establishing a goal or goals gives you | | | | |