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