Sometimes a good way to kickstart your public profile is to take part in a trade show or public exhibition.
Is it because you're a bit of a shrinking violet, happier in the office than out and about? Would you prefer to wash in caustic soda than pick up a phone to cold call? Does the thought of networking send shivers down your spine? Don't worry - you're not alone! For every outgoing business owner there's at least four or five who aren't!
Exhibits or trade shows are not for every company or product, but these shows can bring in vital dollars and introduce your services to a whole new range of prospective customers and trade buyers. They give you a reason to face prospective clients and hear what they're interested in, then see how they react to your product or service. This can be vital research for selling and developing your offering.
First principle as always, define the target audience you're trying to reach. Then research if there's any trade or public exhibition shows matching your criteria ie: don't sign up for the National Greenbuild & EcoShow if you're launching a range of petrochemical cleaners!
Decide if you're better off targeting trade customers only or do you want to sell direct to the public? Some shows actually offer separate days for separate markets.
As you research the shows, make sure you ask the organisers about the number of people they had through last year. Ask them about what type of marketing they'll be doing to increase or maintain visitors this year. Find out if the complete attendees list will be available to you to follow up later.
Committing to an exhibition means you need to be committed! It's no use hiring a stand if you can't afford the finances to decorate it, staff it, print brochures and perhaps give some of your product away. Don't do it if you aren't prepared to have your stand and your staff look first class.
You need to be able to attract attention, keep that attention and turn that attention into sales. Work out how you can decorate your stand so as to capture people's attention, obtain their details and always follow them up after the event.
Be aware that some people will run a mile if they think you're going to try and put the hard sell on them. Be the spider and work out how to get people to come to you... perhaps it's offering something free, perhaps it's doing a demonstration, perhaps it's doing something off the wall!
Visit similar tradeshows as a member of the public so you can see what captures your interest (and that of other show goers), note the stands that stand out, pinpoint why some are ignored.
Challenge your thinking too... don't be fooled into thinking the busiest stands are having huge success... often they're running competitions that attract entries from people who are way outside their target market. You only want to attract the people most likely to buy your product or service.
Often there are a series of events run as part of the exhibition. Offer to speak at one of the presentations, the exposure it gives your stand will be well worth the effort you put into make a great presentation. Don't forget to have someone look after your stand while you're on centre stage!
Think about all the variables at a tradeshow... what will you be doing when it's really quiet and what will you do if you're engaged with one customer, while five others who you haven't had a chance to speak with start to drift away?
Plan in advance how you can convert interest at the show into hard dollars on the spot. Can you take advance bookings or down payments or sell direct or offer a show only special? It's all very well for people to walk away with your brochure, but have them walk away with an intention to buy!
Exhibitions also offer an opportunity to network with other stand holders, so prepare for that too. Make sure you have plenty of business cards to hand out.