Laurel Tielis

Flying isn’t fun; hotels are expensive; and you’re needed in your store. Besides,verything is available on the web. So why go to a trade show? The answer is easy, to increase your sales.

Reach Out–Naturally

First, going to a show gives you a reason to get in touch with shoppers before you leave, reminding them about your business. Let them know through your website, e-mails, newsletters, and social media.

Ask, What do you need? What should I be looking for? Listen carefully to the answers and great things will happen: you’ll establish a focus group and create a community.

Face It–It’s All Personal

Build relationships and you build your business. A show offers face time. You can get to know heavy hitters at companies you deal with, without having to pass the dragons that guard their phones or e-mails.

Retailers you don’t compete with will be there, so you can talk honestly with them. They understand your challenges, and may be able to help. Over time, as you get to know others, you can think of putting together a buying group.

Publicity Hot-Spot

If you want to get the word out, create relationships with the media. They’re looking for stories at the show, so this is the time to tell yours.  Once you’ve offered useful information, you’ll become a source. That means they’ll reach out to you for future stories.

Use any print, video, or audio clips  in your ads, e-mails,  newsletter, blog, and your website. Having press means you merit press,  so let local outlets –newspapers, magazines, radio, and TV– know about the media attention.

Get The Skinny

Got questions? Join experts for the answers. As a seminar attendee, you’ll get all the advice you need—and you’ll get it for free. Speakers specialize in your arena and can help you move forward with your business. Don’t be afraid to speak up;  remember, you are the voice of all the people you buy for.

Ongoing Benefits

The advantages don’t stop when the show is over. Share your knowledge about the industry with customers and the media. Send off a press release (new is news), write an article, tweet, and host an event.

Front Row Seat

It’s great to watch dance on film, listen to music on your iPod, and see shows on television. But it’s even better to be in the room where it’s live. That’s the difference between buying online versus in person, and that’s why you want to get out and go!

If you want more ideas about bringing in business while running a business, I can help. I’ve been a retail reporter at Women’s Wear Daily and Home Furnishings News, a columnist at the Miami Herald and a correspondent at People.

I’ve also handled the marketing and public relations at major corporations and small businesses. Need a speaker or a consultant? Connect with me at LinkedIn, or follow me on Twitter @laureltielis.

You can also get in touch at Ask Laurel (one word) at laureltielis.com. For easy and effective ways to bring in more business, read Ka-Ching! How to Ring Up More Sales.

Copyright © 2011 Laurel Tielis

Filed under: business, entrepreneurs, independent retailers, retail, small business Tagged: | trade shows