Trade Shows for small business marketing with industry veteran Chris Kappes. Chris was formerly the founder and Chief Operating Officer at Exhibitshub – a technology company transforming the exhibiting experience.

He shares his entrepreneurial story, including why he decided to become his own boss, and then provides his insights and tips on how to get the most from a trade show or other event for your small business. If you attend or exhibit at trade shows or other events where you have a both to promote your small business, then this episode is for you!

Chris Kappes is an accomplished business builder, and a 30+ year veteran of the trade show industry, who has held President and C-Level leadership positions with several of the leading exhibition agencies. He is the founder of four start-ups in the tradeshow design/build/service industry. Chris is a frequent speaker at industry conferences, and the author of two trade books: “THE NOISE BEHIND BUSINESS. HOW TO MAKE TRADESHOWS WORK” and “HOW TO MASTER THE ART OF SELLING AT TRADESHOWS”, co-written with sales legend Tom Hopkins.

At the time of this recording, Chris was the founder and Chief Operating Officer at Exhibitshub – Exhibitshub is a technology company transforming the exhibiting experience. Using the Platform, Users can shop online and reserve certified custom exhibits, not being used by their owners, in show cities across the United States. Once booked, exhibits are rebranded and delivered show-ready by a network of top exhibit firms for an all-inclusive, turnkey budget.

Chris lives in the Chicago area.

Trade Shows for Small Business Marketing

• How can trade shows or events be effective for small business owners? What are some of the challenges for small business owners?
• How to justify the expense of trade shows.
• “It’s about optimizing performance.” “It’s about sales.”
• Tips & techniques for leads capture at the show. Contests? Giveaways?
• Swag and other giveaways? Is it worth the expense?
• The both – what do I need to consider for an effective booth. What’s the advantage of using your model of using existing idle exhibit?
• What’s the right pitch for a trade show? The traffic is typically too cold to close a sale…
• Tips & practices for leads follow-up.
• Common mistakes you have observed over the years, that small business owners make when it comes to trade shows and event?

5 Tips for Marketing Your Small Business at a Trade Show:

Marketing a small business at a trade show can be a highly effective way to gain exposure, connect with potential customers, and network with industry peers. However, standing out in a sea of exhibitors requires strategy and creativity. The fees charged to rent a booth at a trade show, and the associated travel expenses, can be cost prohibitive or a significant chunk of your annual marketing budget.

Here are five tips to help you make the most of your trade show experience:

1. Pre-Show Marketing:
   • Build Anticipation: Start promoting your attendance at the trade show well in advance. Use your website, email newsletters, and social media channels to announce your participation. Consider offering a sneak peek of what attendees can expect at your booth, such as new product launches, demos, or exclusive offers.
   • Schedule Meetings in Advance: Reach out to key contacts, potential clients, and industry influencers you know will be attending and schedule meetings or demos in advance. This ensures you have a dedicated time to connect amidst the bustle of the trade show, and creates a commitment on the part of the prospective client.
2. Eye-Catching Booth Design:
   • Stand Out Visually: Your booth should grab attention. Use bold, clear branding and make sure your company’s value proposition is immediately apparent. Interactive elements like touch screens, product demos, or engaging displays can draw people in.
   • Branding Consistency: Ensure that your booth’s design is consistent with your overall brand image. This includes using your brand colors, logos, and messaging across all display materials.
3. Engaging and Training Your Team:
   • Staff Training: Your booth staff should be well-trained, approachable, and knowledgeable about your products or services. They should be able to answer questions, engage in meaningful conversations, and effectively communicate your brand’s message.
   • Engagement Strategy: Have a clear strategy for engaging with booth visitors. This might include product demonstrations, a quick presentation, or a direct approach to discuss their needs and how your product or service can help. It should also include a plan and method for capturing contact information.
4. Promotional Materials and Giveaways:
   • Memorable Giveaways: Offer unique, branded giveaways that attendees will want to keep. These items should remind them of your small business brand long after the trade show ends. Think beyond pens and keychains – consider items that are relevant to your industry or particularly useful.
   • Informative Literature: Have plenty of brochures, flyers, or business cards on hand. These materials should be well-designed, informative, and direct people to your website or contact information for follow-up. You should also incorporate QR Codes or other easy ways for visitors to get more information from your online platforms including your website.
5. Follow-Up After the Show:
   • Prompt Follow-Up: Follow up with leads as soon as possible after the trade show. Personalized emails, phone calls, or even handwritten notes can be effective. Reference specific conversations you had to jog their memory. Remember, the gold is in the follow-up!
   • Measure ROI: Keep track of leads and sales generated from the trade show to measure your return on investment. This will help you evaluate the effectiveness of your participation and inform strategies for future trade shows.

Remember, trade shows are not just about making immediate sales; they’re also an opportunity to build long-term relationships to help you grow your small business long-term. By following these tips, you can ensure that your small business makes a lasting impression and maximizes the potential benefits and investment of trade show participation.

Resources:

Books mentioned in this episode:
[We receive commissions for purchases made through these links (more info)].

• The Noise Behind Business: How to Make Tradeshows Work
  This comprehensive trade show guide explores topics such as the trade show eco-system and the relationship between buyers and sellers, branding, show selection, pre-show planning, pre-show marketing, budgeting, staffing, demonstrations and even ventures into virtual tradeshows and projections into the future.
• How to Master the Art of Selling
• The Art of the Start 2.0: The Time-Tested, Battle-Hardened Guide for Anyone Starting Anything
• The Four: The Hidden DNA of Amazon, Apple, Facebook, and Google

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