Trade shows and consumer
shows require different approaches, promotions, and follow up. Here are specific
strategies to succeed at each type of show.
People attend trade shows review the latest developments in their industry or
association, make future buying decisions, and meet with other industry colleagues.
Buying or writing shows
are a special type of trade show that purchasers attend to order inventory for
their businesses, shops, and chain stores. These shows happen at regular times
of the year tied to consumer buying patterns.
Exhibits are often large
and complex, with companies spending lots of money to buy position and prestige
in their industry.
The exhibit staff tends
to be sales and upper level management. Many peer-to-peer meetings occur --
CEO's visit with CEOs arranging business deals. Visitors expect access to high-level
decision makers and want to speak with people who can make commitments. While
some sales are closed at the show, most of the closing is done after the show
Consumer shows are a collection of temporary stores, like a bazaar. Vendors
present their goods and services for sale, and are looking for consumers of
what they sell. Examples include home decorating shows, sports shows, and Chamber
of Commerce expos.
Exhibits at consumer shows
are often no larger than a single booth, only going to larger sizes if there
are many products to show, such as an appliance or furniture company.
At consumer shows, you're
probably talking to the buyer, or a person who has direct and powerful influence
on the buyer. You only have to impress and persuade the person you're speaking
with to make the sale.
Visitors don't need to speak
with decision makers, and expect to speak with a sales person. At consumer shows,
you should be selling and closing as much as possible.