This year our company has attended a total of 3 trade shows. Sperling Interactive had a booth at the North Shore Tourism Exhibit, the North Shore Chamber of Commerce Business Expo, and the Small Business Expo in Boston. I sat down with our Sperling sales team to find out what the big deal on trade shows are.
According to team member Colin, business expos can be very successful because they create company awareness and make it easier to communicate and inform audiences on the services we offer, how we can help their businesses, and who we are as a competitive brand. Colin’s favorite trade show was the Small Business Expo for this particular reason. The team was able to bring awareness of Sperling Interactive to the audience while being among big brand name companies in Boston, which supports the team’s goal of expanding the business in the Boston area.
When reflecting back on these events, the team acknowledges what worked and didn’t work for them when promoting our services. The first thing they learned from the first trade show they went to was that these events are more about educating the audience about your business’ service and less about trying to sell it to them. They also learned that having informational products like flyers and brochures, as well as promotional products stimulates more conversations with the audience. By the time of the second trade show, our team was prepared with informational handouts and silly putty that said, “Let us mold your market” on the packaging as our promotional product. The uniqueness of this was a great conversation startup.
The team also generated conversations by creating an incentive for people to go up to our booth. For the last trade show they attended, our team came up with the idea of raffling a free 3 page website by having those interested drop their business card into a box. This turned out successful because now we have many businesses we can get in contact with as well as a new client. At the North Shore Chamber Business Expo, the team also offered professional head shots in order to start a conversation. This was perfect because photography is one of the services we offer and because they were able to communicate with people while they waited for their head shots. Because of this incentive, team member Max decided that this particular trade show was his favorite.
Some things that stood out to them from these trade shows were that many of the bigger brand name companies had a large amount of employees at their booths. A lot of the booths that were receiving the most attention were the ones with a variety of flashy products. They also noticed a booth that was offering consultations on the spot with a separate meeting area. Overall, they noticed that there was diverseness in company industries in all the trade shows.