| There is an easy and fast way to get more new | | | | |
| customers and increase your profits by | | | | You have to be willing to position yourself |
| participating in Trade Shows, Expos, Fairs, | | | | half way between the obvious and the |
| Festivals, Seminars, Exhibitions, | | | | inappropriate. The reason this will work for |
| Conventions, Conferences and Swap Meets. | | | | you is because some businesses, including |
| Unlike chasing down over used cold call | | | | many of you own competitors, would rather |
| leads, all of these events bring your target | | | | lose money than to be in an uncomfortable |
| market directly to you. These people are | | | | atmosphere. |
| already interested in your products and | | | | |
| services. You just have to do your part to | | | | Examples of the Obvious Expos include: |
| close the sale. | | | | |
| | | | Travel - with Travel Agents, Airlines, Hotel, |
| You can even reduce your competition. Just | | | | Rental Car Companies |
| like in Baseball, you have three bases to | | | | |
| cover. If you are willing to step up to the | | | | Real Estate - with Brokers, Banks, |
| plate and do it right, you can hit a Home | | | | Appraisers, Mortgage Companies |
| Run. Here is the line up: | | | | |
| | | | Technology - with Computers, Software, |
| 1st Base - You need a high number of people | | | | Internet Services |
| attending the event. | | | | |
| | | | Car Show - with Dealers, Car Accessories, |
| 2nd Base - You need to Brand your business | | | | Polish, Wax, Wheels etc. |
| for success. | | | | |
| | | | Examples of Inappropriate Expos include: |
| 3rd Base - You need indirect cross over | | | | |
| interest. | | | | Art - with Gardening Products |
| | | | |
| Here are the details for each one. | | | | Sewing and Needle Point - with Fishing Gear |
| | | | |
| 1st Base - All you have to do is find out the | | | | Boat Show - with Infant Toys and Clothes |
| number of people who attended this same event | | | | |
| in the past. You should look for | | | | Health and Fitness - with a Bakery and Ice |
| established, creditable events with a few | | | | Cream Parlor |
| thousand people attending. If attendance is | | | | |
| too low, the whole thing may end up being a | | | | To find the half way point, you just have to |
| complete waste of your time, money and | | | | know when to expand your possibilities and |
| effort. | | | | where to draw the line. It is reasonable to |
| | | | expect a significant number of people in your |
| 2nd Base - It is very important that you | | | | target market attend events when you already |
| Brand your business for success so that | | | | know in advance that certain industries at |
| people will remember your company over your | | | | the Expos want, need and use your products |
| competition. The good thing about branding | | | | and services. People may use things for |
| your business is that there are some branding | | | | their business or for their personal lives. |
| techniques that do not cost you one penny | | | | |
| more than what you are already investing in | | | | Here are some examples: |
| your business. | | | | |
| | | | Computer Store owners and Web Designers do |
| 3rd Base - Some Expos are for all businesses | | | | not have to limit themselves to only |
| in general. The good part is everybody is | | | | Technology Shows because almost all |
| allowed to participate. Nothing is censored. | | | | businesses and individuals use computers, |
| The problem is that many of the people who | | | | software, get upgrades, need repairs and want |
| attend may not be your target market. | | | | internet services. |
| | | | |
| Other Expos have specific themes and are | | | | Travel Agents and Luggage Companies do not |
| targeted to one particular industry. The | | | | have to limit themselves to only Travel Shows |
| good part is you will be in direct contact | | | | because many people have both businesses and |
| with interested people who are your target | | | | personal Travel needs. |
| market coming up to you. The problem is that | | | | |
| numerous other companies selling the same | | | | There are many other business that sell |
| products and services as you will be there | | | | products and services with general interest |
| also competing with you. | | | | that most companies and individuals want, |
| | | | need and use. Other examples include Office |
| There is a solution. Your first and primary | | | | Supplies and Equipment Stores, |
| concern should be if the event that is | | | | Communications, Transportation, Insurance, |
| targeting a specific industry will allow a | | | | Legal, Tax, Accounting, Printing Shops and |
| business like yours to participate. Once you | | | | Secretarial Services. Of course these are |
| get past that, as an Exhibitor you should | | | | just a few. There are many more. If your |
| think in terms of indirect cross over | | | | business is in any of these categories then |
| interest. This will reduce or possibly | | | | most of the time your business will |
| eliminate your competition, but at the same | | | | appropriately fit into just about any Expo or |
| time you will still have the advantage of | | | | Trade Show. |
| doing business with your target market. | | | | |