Trade Show Planning, Execution, Project Closure
Trade shows are a cost effective way to meet many potential customers within a short period of time. These potential customers are interested in the show venue,
and by extension, in the products and services which your company offers. The Trade Show Bureau claims that the average total cost of closing a sale in the field
is $1,080, while the cost of closing a sale to a qualified trade show prospect is $419
(data taken from http://www.sba.gov).
For the small business, trade shows level the sales and marketing playing field. Floor space is relatively inexpensive, and as such, even small companies
can afford a savvy display booth. The success of the trade show, however, does not depend solely on booth design or even the product or service being sold.
Successful trade shows depend on how well the show plan is developed and executed.
A trade show is one component of a comprehensive marketing plan, which begins months prior to a show and ends only after the project team have fully explored
all of the successes and lessons learned from the trade show project. The trade show project plan will include activities such as researching potential venues,
direct marketing to both existing and potential customers, booth design, staff training, well designed product demonstrations, delivering effective seminars, and
coordinating all of the show activities to ensure that time spent at the show brings in quality leads that result in sales.
There are many terrific resources available for planning an effective trade show. These project documents provide a framework to assist in the planning, scheduling
and budgeting of an effective trade show.