Local Trade Show Display Marketing: Why You Don’t Always Have To Travel To Succeed
Article by Chris Harmen
Many companies believe that a trade show booth can only be profitable if exhibited at handpicked industry events. These events are rarely held in the same state, let alone within driving distance, so travel expenses and shipping costs became a regular part of trade show display marketing. The people who espouse this theory will be surprised to learn that companies who are less known for their convention marketing have been successful by capitalizing on their local market. By keeping costs down and maintaining focus on the people who live closest to them, these companies have been able to increase their returns from marketing substantially.
Local Focus
Until your company starts researching, you’re unlikely to realize how many different conventions and exhibitions are held in your area every month. Remember that convention centers try to keep constant bookings, and fairgrounds, parks, and other facilities may also be rented out for events. Every one of these provides an opportunity for a local company to reach out to the neighborhood.
The unique aspect of neighborhood trade show display marketing is that the nature of the convention is a secondary concern. You’re not looking to attract attention from out-of-town visitors who are industry experts in your profession; you want to increase exposure among the townsfolk who are most likely to buy from you on a daily basis. A trade show booth designed for this purpose isn’t meant to showcase your company’s innovations. It is meant to communicate to people why they should choose you.
Paid Trade Show Display Space Vs. Sponsorship
Your neighborhood audience opens up many new possibilities for marketing. If you are displaying your trade show booth at an industry convention, the sponsorship cost may be too high for your company, provided that sponsorship is even available. At the city home and garden show, that fee is greatly reduced. Events like this are seen as a community gathering, not an industry event, so the entire experience is different. While they may draw visitors from a few towns over, it’s not likely that they will fly people in just to set up a trade show display here. Because of the decreased demand for space at this kind of convention, sponsorship may well be within your reach. Sponsorship can be a very smart decision if you have the funds. Your company will get its name out there, and you’ll be seen as a supporter of the community at the same time. If you are not able to afford sponsorship fees, simply renting a space is a good alternative.
A Trade Show Booth For The Community
When you do use your display at a community venue, keep in mind that you are appealing to a very different audience. These people are unlikely to be knowledgeable about your product, and may not even know that it exists. You want to strongly emphasize the benefits, using the pull method of marketing more than the push method. If possible, consult with other companies who have been to these events before, and visit a few of them first to get a feel for what they’re like. This simple research can pay off, and might get you on the road to surprisingly inexpensive and effective convention marketing.
About the Author
Chris Harmen writes about New York trade show booth tips and trends for Skyline. Skyline designs, builds, and supports any sized trade show display in New York to suit every budget.
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