With some planning and the right strategy, trade shows can offer the opportunity to reach a massive number of potential clients and vendors in one place over a few jam-packed days. The networking is invaluable.
That’s why Claudia Blackburn, a senior manager with health care technology consulting firm Aspen Advisors in Baton Rouge, has gone to her industry’s national trade show for 20 years.
“You need to be present,” she tells Business Report in a feature from the current issue.
A company’s consistent appearance at its industry’s show gives a sense of the company’s stability, which reassures current clients while helping maintain a foothold in their niche. Even in lean times, businesses can share or book a smaller booth. But it’s important to have your company’s name in the exhibitors’ book as proof of your presence.
“Once you set the precedence of being there,” she says, “you’ve got to keep going.”
Before attending a large trade show, Blackburn maps out a plan with her colleagues to make sure they reach all of the vendors they need to. They report back to one another at the end of each day.
“You’ve got to plan ahead of time and strategize so you can get the most bang for your buck,” she says.
Website developer and graphic designer Paul Miller has helped a variety of clients design their trade show booths for 14 years through his company The Designsmith.
“Use big, beautiful graphics to parlay your message across the room,” he says. Coordinated colors and graphics can give your campaign strategy focus.
Read the full feature for additional tips from Blackburn and Miller to help you and your company get the most out of business-to-business trade shows. Send your comments to editors@businessreport.com.
