Jim, my would-be client for an engineering trade show, took a lot of persuading to exhibit.
He listed many reasons for not booking.
The company was small. A show would place a significant strain on Jim and his small team.
Then there was the cost of exhibiting, and he wasn’t referring to just the stand.
Even on a small shell scheme, there would be a requirement for lights, graphics and power supply plus a hotel bill for Jim and a colleague.
However, there was one thing that Jim kept mentioning. He wanted his business to grow.
Finally, he took the chance, or as he felt, the gamble to exhibit. He booked a 9sqm shell scheme stand. It was one of the smallest site options we offered.
I will cut a long story very short and tell you that the show went exceptionally well for Jim and his business.
Here’s what happened to Jim’s stand booking over five years of exhibiting.
- Year One 9sqm
- Year Two 18sqm
- Year Three 36sqm
- Year Four 72sqm
- Year Five 144sqm and a double-deck stand
When talking to Jim five years later, I asked him why his stands had doubled each year.
He told me they reflected the annual growth in his business due to the orders he received from exhibiting. And he only exhibited in this one event.
He thanked me for my persistence in getting him to exhibit.
My experience with Jim and other business owners like him made me an advocate for trade shows as a means to build sales.
They have the power to transform the fortunes of a company.
The Trade Show Marketing Issue of The Quietly Good Newsletter is on sale now.
It doesn’t talk about shell schemes or graphics or the mechanics of stands but rather the marketing advantages trade shows offer and how to make the most of them.
Because being in the right place at the right time isn’t always an accident.
I can’t promise your business will double in size annually, but I can tell you that you can save money if you buy this issue today.
You will find full details here.