Mr. Muhamed Muneer

It is imperative for small and medium businesses to participate in trade shows to generate new sales leads, and to showcase new products and services. But many businesses miss out some key shows every year either because they are too expensive or because there are too many. In some cases the owners of small and medium businesses shy away simply because they cannot match the mega bucks of big corporations in installing super-structures at the show.

Do not get intimidated by big corporate exhibitors. Just because they are bigger does not mean that they know what they are doing at trade shows. In fact, larger companies tend to be driven more by image than results. I am going to list out a few tips on maximising a shoestring budget. These observations are the outcome of years of experience with large and small companies.   The first thing small and medium firms should do is focus on achieving specific objectives rather than building most attractive stalls. If you are looking for on-site sales, then set a clear objective, like 50 sales averaging Rs 2500 each. If you are seeking leads, be specific there, too. What gets measured, gets done. And break your objective into chunks of each staff member manning the stall. People are much more effective when they have a concrete, personal goal just as it is in an actual sales situation.

Most firms fail to set clear objectives for trade shows. They participate because their competitors are there or because they want to project a good image. Invariably, the staff members chosen to man the stall take it very easy and consider trade shows as a perk in their otherwise busy schedule to smoke, eat, chat and enjoy.

Another thing I have noticed is that very few companies think of training their staff for the trade show. Most companies do not think training is necessary and the few who budgeted for training did it as an afterthought and the training here consisted of mainly managing the administration and staffing! These companies think that since the staff chosen to man the stalls are thorough with their products and services, they do not need special training to explain the operation, etc. There can't be a more misleading thought!

There is a vast difference between working at a trade show and field selling. Unlike the showroom or customer's office situation, in a trade show you are bombarded with several people at the same time. Which means, you cannot spend more than 5 minutes with anyone. Forget that, you cannot even attend to everyone. In such a situation, how do you present your services and products to them effectively?

Then, there are several types of visitors: The genuine customers who are prospective buyers, the curious types who are there just to see what is happening, the wanderers who are there just to kill time and so on.  How does your staff spot the right type and start their pitch. In fact, not more than 20% of the visitors will be your prospects, yet your salespeople will be wasting 80% of their time with the other lot!

Training is a very critical part of the equation. You have to train your people to be more effective when they get there. Without question, the most important factor in trade show success is the booth staffer. Yet the number of exhibitors who formally teach employees how to work a show is abysmal.

I had an interesting experience once in the Middle East. This major automobile distributor spent more than Rs 40 lakhs on a stall, but had budgeted only Rs 10000 for training 15 staffers. Do you get the picture?

Another area requiring attention is display. Most exhibitors tend to study each other and then copy what appears to be working. "Hey, they have got a cola dispenser there. That's what we should do next year to get the crowd." Or, "they have mini-skirted, sexy girls to greet the visitors, we should have hired some." This is the typical mindset and this results in mediocre impact.

Fear of deviating too much from the norm is common among those whose prospects are suit-clad. It could be a successful strategy sometimes. For instance, at a healthcare expo, a small exhibitor set up a circus tent booth; not too costly, mostly balloons and streamers. Staffers were dressed like sideshow barkers and pulled in attendees for carnival games like ring toss. As attendees played, staffers qualified them, then ushered prime prospects into a centre ring for personalised presentations. Other exhibitors were livid, but who cares when you are winning? Other tactics used by firms include draw of lots, freebies, and contests.

The success of the show also hinges on follow-up. Technology and speed are essential for ultimate success. How quickly can you respond to information requests after the show? Most exhibitors never follow up, and those who do typically wait three to four weeks!

To master the trade show game, small firms must recognise that expos are the most complicated form of marketing, typically encompassing many tools and careful timing. Direct mail, telemarketing, trade advertising, speciality handouts, display, public relations, and other elements of the marketing mix must combine for optimal return on investment.

Even more challenging is the increasingly international flavour of exhibits. You must be prepared to compete with foreign companies and to speak with offshore prospects. I think these situations will be commonplace in the days to come. In fact, the offshore trade fairs offer the best entry into most foreign markets for small and medium businesses. By going the distance, companies are sending a very positive signal to prospective agents, distributors and partners.

If you are interested in participating in the offshore trade shows, which you should, you must contact the CII for details about them. Look also for state-sponsored organisations and industry associations, which commit to blocks of space at international fairs. It is easier and more cost-effective to tag along on one of the sponsored programmes.

Now, everything I have mentioned here contradicts the prevailing attitude that trade shows are simple a necessary evil. Do not buy into this. The small player that strategically pursues opportunity will find it.

(By arrangement with Innovative Media)

Feedback and queries may be e-mailed to him directly at muneermuhamed@hotmail.com