Recently I attended a Food & Wine event designed to showcase local bars, restaurants and other members of the hospitality industry and was astonished at the mistakes I saw many vendors make. This series of tips is for anyone considering spending money and time using trade shows to market their business.
Tip #1 - Know Who the Attendees Are
Whether the event is for professional accountants and bookkeepers, or members of the public who enjoy exploring new food and beverages, it's imperative to know:
- who will be attending?
- what is motivating them to attend the event?
- what do you want them to DO after they leave your booth?
If you're a gluten free bakery, give away samples! Most people have never tasted a gluten free product so let them experience how great your best item tastes. If the attendees are professional accountants, give them something that has a practical use when they return to the office; a portable battery charger for a mobile phone makes a lasting impression.
Need some more ideas on how to maximize your marketing investment? We'd love to help!
Next Tip - Get Out of Your Box!