A trade show is generally industry specific and set up by companies or organizations in order to promote their products and services, reach new customers and generate new sales. They also give visitors the opportunity to find out about the products and services on display. They can be private (by invitation only) or open to rotary table the public.Trade shows can also provide business people with the opportunity to network and make useful contacts with other people working in their industry.Trade shows can be an important promotional tool for your business if you use them properly and maximize their potential.

If you do not use trade shows effectively you run the risk of wasting a great deal of time, effort and money. Make your goals specific and measurable - for example is it the intention to sell products directly from a stand or concentrate on new sales leads'. Allow yourself plenty of time to plan and when it's over make sure all leads are followed up.Trade shows can benefit a company and assist in producing new sales contacts and revenues by offering:·A platform upon which you can demonstrate the products or services of your company.·A test environment for new products and services.

A way in which you can find out what your potential customers and target markets are thinking and what problems they have which give you an opportunity to deliver solutions; and·a fantastic opportunity for to introduce yourself, your business and for networking.Exhibiting at a trade show gives you the benefit of bringing a large number of potential customers to you in one place and at a specific time. The benefits of not having to travel all over the territory to hold initial meetings with all of these prospects is readily apparent. It is not only potential customers however, as there are also many suppliers who may be useful to know of and meet with for your own business.

In addition to those specifically looking to transact business, there are also numerous media opportunities available as the media will typically be involved and attend a trade show. You can also take the opportunity to reconnect with your existing contacts, especially old customers or those contacts that have gone a little cold over time. The trade show gives you a great opportunity to contact your prospect and customer database by mail, email and telephone with the trade show information and gives you something to talk about.When making arrangements you need to think through your strategy and aims. You need to plan carefully how you will manage the show such as:·Who do you want to attract?

What will you tell them?·How will you stand out among your competitors?·What image do you want to create?·Will you be promoting or demonstrating particular highlights?·What promotional materials will you use?Attending a trade show can involve a large commitment of time and money for your business. By preparing thoroughly in advance you can ensure your business maximises the potential benefits and the return on your investment.Plan well in advance and make certain that you:·Decide who will staff the stand and what technical know-how and communication skills they will require.·Allow enough time to order and produce everything you need.·List what needs to be done, by when, and by whom.·Are you sure everyone understands their responsibilities.

Publicise the event and invite as many customer as possible.Ask the organisers which media will cover the trade show, and send advance information for inclusion in any event programmes.Following up after the event is probably the most important part of the whole process - if you put it off for too long, you risk losing all the benefits you worked so hard to achieve. Ensure there is a full debriefing. Consider the following:·Follow up all leads (this could be anything from a phone call, email, letter, information pack to a personal visit.·Evaluate the success of these leads.·Measure your success against the aims and goals you established before the trade show.·Discuss how you can make improvements for future events while your impressions are still fresh.

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