September 2007

INDUSTRY EVENTS: TO BE TOP-OF-MIND, PUT YOURSELF FRONT AND CENTER

It can be tempting to avoid the expense and time of attending industry events.

The excuses for not going are varied and plentiful and we’re all familiar with them:

• Preparing to go is a pain in the neck
• Work will pile up in your absence
• The cost of traveling is one more expense

Does any of this sound familiar? Resist that nay-saying voice in your head and re-examine the value of putting yourself and your company out there at industry gatherings.

Tradeshows and conferences are important venues for face-to-face interaction. A certain number of these industry events should be part of every company’s strategic marketing plan. Whether your company is an exhibitor or you go as an attendee, being there allows you to solidify your company’s professional standing. By networking with customers, prospects, vendors and your competitors, you broaden your circle of available industry contacts. Like ripples in the water, the impact travels beyond the initial splash and can have far-reaching positive consequences for your business.

Statistics show compelling reasons to attend industry events; there is value in simply being present. Roughly, 95 percent of executive decision makers meet with their current suppliers at a trade show, 77 percent of them find at least one new supplier there and 46 percent make a purchase decision while attending. In addition, these venues are where you can:

• Gather intelligence about what your competition is doing
• Learn about new products, techniques and services
• Schedule meetings with customers and prospects
• Meet industry movers and shakers

If possible, at some point try exhibiting and see if it works for you.

Grow Sales, Inc. practices what we preach. Three of our Business Advisors recently returned from this year’s recently concluded Graph Expo show in Chicago. Attending gave us the chance to reconnect with current clients and old business friends, while pursuing possible relationships with prospective clients. Our company had access to opportunities and information we would have missed by staying home.

There are ways to leverage your attendance at a trade show to maximize the results.

• Use trade shows and conferences to visit customers in the same city. Give them plenty of notice you’ll be there.
• Review exhibitor and speaker lists for customers, competitors, potential project partners, distributors, suppliers and new companies so you can plan accordingly
• Contact key executives ahead of time at participating companies you would like to do business with, setting up opportunities for meetings or brief presentations.
• Be on the lookout for new talent to hire
• Take advantage of the social opportunities at trade shows and conferences. These mixers are where you may find fertile ground to gain new leads, find new suppliers and form new alliances.
• Always have an ample supply of business cards with you.

Use the next trade show you attend to brush up your 30-second elevator pitch so you can tell people what your company does well. Then be a good listener, ask open-ended questions and put your best face forward!  See you at drupa ’08!

What Grow Sales, Inc. Can Do for You
At Grow Sales, Inc., we specialize in finding the right marketing mix for each graphic arts client, and making sure it’s executed. Since 1996, we have provided full-service outbound marketing, public relations, web and graphic design and sales support to our clients. With our help, this could be a banner year for your company.

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