Question from Martin Preston, VIC
I’m considering purchasing a stand at an expo event coming up, do you think it’s a worthwhile investment?
Hi Martin, congratulations for looking into other ways to market your business. Expos are a great way to generate new leads for your business, however there are important things that you need to consider before committing funds.
Find out if the attendees of the expo each year are people who are actually interested and would buy your product/service. Are they your target market? If that is Yes, great!
Next step is to think about how you are going to gain the attention of and capture information from prospective leads – I’d recommend doing a 15, 30 and 60 second elevator pitch before the expo as there is a lot of competition under the one roof; you need to get you key messages across quickly! You also need to think about the most effective way to set up your expo stand. Why would people want to stop by your stand? Give them a reason to. How are you going to capture leads quickly? Work out a process to do so. Also, it’s crucial to have enough marketing material with a strong Call To Action for people to walk away with and take home. And don’t forget to do a post-expo plan which includes using the lead information you have and converting these to sales. That’s the whole purpose after all!