Listening to our leaders we can conclude the recession is over.  I’m guessing that news came as a surprise to you and your business, but is now the right time to start exhibiting again?  Considering I am a trade show marketing consultant, my answer will surprise you!

While trade-shows are one of the very best ways to capture more leads, if your consumer is not spending, then neither should you.  If your sales are starting to trend up, then YES, by all means get of to the shows and capture new business before your competition does.  However, lets examine a few different ways to generate new business.

Social media can be a powerful lead generator, but it does require a large chunk of upfront time—getting your profiles built and your name inserted into the discussion.  The most powerful part of social media is the price, most all sites are FREE.

Add a business blog to your company website.  Business Blogging is a top of mind marketing strategy.  Later, when you do start exhibiting again, your blog can serve as a communication medium between you and the show attendees—giving your company brand name more exposure.

Don’t forget the tried and true methods!  Take an existing customer out to lunch.  Stay inquisitive in the eyes of your customer.  Seek ways to continuously help them grow their business.

Send out holiday cards.  Christmas is obvious, but what about Arbor Day?  Your customer receives cards every Thanksgiving and Christmas so your card may not be standing out enough.  Send a card for Labor Day, Memorial Day, Boxing Day, or any holiday that will help make you stand out as a friend.  Remember, people do business with people they know and like.

Good Luck and please remember Zenith Exhibits is your affordable marketing solution provider for both tradeshow and internet marketing.

Ed Bejarana

No matter how small your marketing budget, your business can afford to have a successful presence at trade shows without incurring big expenses.

Purchase used trade show displays rather than springing for new ones. Many pre-owned booths and exhibits are in excellent condition and can be bought for less than half the cost of a brand new one. If you decide to buy previously owned exhibit components, be open-minded and keep your display needs in mind. Visualize how each used exhibit might perform for you.

While show producers keep the number close to the vest, we can use a few indices to help us guage the marketplace.  Most notably is the event contract attrition rate.

In a recent article on TSW, Show Organizers Do the Attrition Dance, several event planners describe the drop in attendance and the impact on the event’s contract.  When ever a hotel or convention center enters into a contract, the renter must guarantee a certain number of registrations.  It they don’t reach their numbers, then fees and penalties start kicking in.

What does this mean for you, the exhibitor?

Your negotiation position has improved…dramatically.  For a while there it seemed like booth space rental prices were increasing faster than California Real Estate.  With fewer registrations and booth space reservations, you now have the ability to find AMAZING deals.

With lower registration comes lower show attendance, but if planned for, the lower attendance can be a plus.  Busy shows mean attendees pass you by because they don’t want to wait.  Fewer attendees, more time.  How many of you wish you had more time with a pre-qualified consumer?

Tradeshows are still the most effective lead generating activity.  However, cost cutting is critical.  Rather than investing tens of thousands of dollars in a new exhibit; re-use your old one with new graphics.  Add a few retractable banners or a new header.  Little, inexpensive, changes can make a huge difference.

Remember, booths don’t sell–people do.  With less competition (fewer exhibitors), more time with your prospects and inexpensive booth improvements: trade show exhibiting during times of recessions could be your most cost effective marketing strategy.

Ed Bejarana
Zenith Exhibits, Inc.
(503) 709-1454