Biz Tips: Trade Shows Offer Businesses Avenue To Sales Opportunities
A recent trade show in Houston filled the Astrodome, Reliant Center, adjacent halls, and exhibit tents in the surrounding parking lots. There were 2,400 exhibitors and over 50,000 visitors. Ironically, that was a “medium size” show by industry standards.
Every year, tens of thousands of companies reach millions of customers through trade shows. From local farmers’ markets to the annual Consumer Electronics Show in Las Vegas with 140,000 attendees, trade shows are a proven channel to market.
The industry is as old as history. From ancient Mediterranean markets to medieval city squares and tribal trade gatherings, trade shows enjoy a colorful and profitable tradition. It would be fun to see the reaction of ancient merchants to today’s show booths. Billboard size digital arrays, two-story exhibits with offices and conference rooms, and fiber optic feeds from worldwide projects would take some getting used to.
If you’re in business, you may already be using trade shows in your industry to sell or buy products and services. The recent Gifts and Accessories show in Portland welcomed more than 300 wholesale exhibitors and 3,000 retail visitors. Some exhibitors wrote orders for shop owners they see only once a year before the summer tourist season. Others renewed contacts with retailers and suppliers who order and ship throughout the year.
How effective are trade shows? That depends. It depends on your products and services, your market, available shows in your industry, and your ability to work them effectively. We met one wholesaler who has been doing shows for 30 years. He once owned eight stores, but all of his annual sales now come from trade shows. He wrote a gift shop order for $1,700 while we were visiting with him. A manufacturer at the Houston show wrote an order for a $250,000 industrial pump after 10 minutes with a new customer. Continue reading.
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