8 questions to ask before deciding whether your small business should attend an event
My entire career has been about events – whether they be trade shows, conferences, roundtables or awards programs. I’m often asked if smaller businesses can benefit from getting involved in industry events. My answer would be yes – but they need to know what they are getting themselves into so they do not waste their time and money.
In my career, I have worked with and helped many Hispanic small businesses use trade shows to grow their companies. How? By finding customers they would not have been able to find without these programs. Events can take you out of your comfort zone – and expose you to customers that may not be on your radar. They also are a great way to meet face-to-face with current customers.
Here are the things to consider when considering whether to participate at a trade show or conference, answer these eight questions:
1. Who are the attendees to the event? What is their profile and are they likely to be interested in your product or service?
2. What are their titles and/or job functions? Are they decision makers or influencers?
3. Is the event in a region of the country that is important to your business? For example, if you are trying to reach decision makers in the financial industry, New York or San Francisco would be a good choice whereas Miami would probably not be.
4. Are your competitors exhibiting? Now this is a catch 22. If they are, it likely means that this event makes some sense for you if all of the other questions are answered positively. But, if they are not and the rest of the questions are answered positively, you would be at an event where you are not dealing with competition and the customers would only have you to consider in your category – this can be a great thing!
5. Are there any speaking opportunities? You may want to speak, but be careful to not present a sales pitch. This is a mistake that many new exhibitors make and it will not serve them well. Perhaps you can present a case study – or better yet, have a customer present one. See if the opportunity exists to be a part of the program – even in a small way. It is another way that your prospective customers can experience you and your company.
6. Other than a booth or tabletop, do other opportunities exist for networking? If you are spending the money and time to be at an event, try to get involved in as many networking opportunities as possible.
7. Don’t feel that you need to spend a lot – or not go. This simply is not the case anymore. Many large companies take smaller presences at events including companies like IBM, Cisco, Microsoft and others. They have learned that bigger is not always better; it is easier to show a good return on investment when you spend less.
8. Be sure to look professional in your booth or at your tabletop. Invest in signage or a pop-up booth that is generic enough to be used repeatedly. You want to convey that your company is successful and cares about how it appears to customers.
Related content:
The Benefits of Destination Events
The 9 Rules to Help Any Exhibitor Succeed at a Trade Show
Making the Most of Trade Shows for your Business
There are many other items to consider as well. I will cover them in subsequent articles. Let me know what you think or if you have any questions by reaching out to me at christina@kentwoodpartners.com.
