Brian Cannone of FitnessAtlantic writes about the relevance of fitness trade shows. Even in this age, when businesses are already being transacted through the internet, fitness trade shows are still relevant. The rise of virtual offices only reaffirms the significance of human interaction as an effective tool in the majority of business transactions.
Who needs trade shows? Why bother shelling out hard-earned cash for staff and equipment, setting up booths in some lobby, and spending hours on end, when all can be done over the internet? Industries need to exhibit their products or services, reach out to the market, and gather customers’ feedback.
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The Pros
Trade expos are marketing opportunities that business owners and managers cannot miss. The Tradeshow Week’s 1999 Data Book revealed that 85% of trade show participants haven’t been contacted by a sales agent prior to the show; 86% were inclined to buy; and 75% got at least one purchase from the exhibit.
It’s true that exhibit expenditures can cost a good deal of time and money; for small businesses this can range from $500 to $1,000. Trade shows, however, can be practical and economically effective. An exhibitor can put up an inexpensive and respectable-looking stall by getting good quality three-sided skirts for tables, light and portable stands for signage, and provide enough flyers on plastic holders. Company giveaways and business cards help gain qualified leads.
When Planning
When planning an exhibit, you must work on the following:
- Prepare an account for pre-show promotion;
- Notify prospective customers;
- Send emails and make calls. Surveys show that direct mail captivates 53% of earlier trade show customers and 29% of new-comers.
Handpick the staff and salespeople who’ll be assigned to man your trade show booth; make sure they’re proficient in demonstrating your product. Since they’ll be representing your fitness business, they must be appropriately dressed with name tags and the company’s logo embroidered. According to studies, the usual complaint of most people attending trade shows is the inability of the salesperson to help them.
After The Show
As soon as the show is over, it’s imperative that you act immediately on your sales leads while your business is still freshly etched in the customers’ minds. The trade shows are not the end; they’re just the start to get your business moving and sustain the momentum.