SMART MARKETING: There’s No Business Like Show Business

I like to do shows. No, not "A Chorus Line" or "Phantom," although I do like those. I’m talking about trade, home, lawn and landscape, and other shows that bring vendors and customers together for a few days. Some don’t care for this form of marketing, but done right, you can’t beat the return on investment.

I want to make a singular and important distinction out front. I only do shows that are "destination" events. I don’t recommend doing ad-hoc activities that take place in shopping malls. People don’t go to malls to see home and garden things, baseball cards or collectibles unless there are specific stores inside the malls catering to these customers. They go to shopping malls to shop and they resent having the aisles cluttered by spas, window treatments and pest management companies.

Destination events, or shows that take place in civic or convention centers, where the only reason people come is to enjoy that particular experience, are the kinds of shows I like to do. I’ll tell you why.

WHO GOES TO SHOWS? First, people visit these shows because they can pick up a lot of information and usually some free stuff, and they’ll either pay no or low admission. Second, the people who go to these shows expect you to try to sell them something! The environment is usually hospitable. Third, if you’re already doing business in the community where the show is, you’ll probably meet some of your customers, who might be walking around with some folks who aren’t yet your customers. Fourth, chances are your competitors are there, and you don’t want to let them have a shot at your customers (or non-customers) without you having a say.

One reason some folks don’t like to do shows could be because they don’t want to make the investment for a nice display. This can cost a couple of thousand dollars, especially if you want to "wow" show attendees. I think that’s short-sighted, but I understand that smaller businesses have to pick and choose their marketing initiatives. Another reason might have to do with work ethic. Doing shows correctly takes work, to which some folks have an aversion. The difference between a successful show and one that is marginal is how well you work the show.

YOUR STRATEGY. There are lots of companies that can help you get into "show" business. They’ll sell you the display unit, art, text and photo panels you need to communicate your message, and they’ll train you how to set up, tear down and maintain your display.

Let’s assume you have a display that properly showcases your company. You first need to consider staffing. Shows often run for three or four days, from 10:00 a.m. until 9:00 p.m. It can get tiring if you’re working alone, plus you have to factor in restroom breaks, meals, etc. It’s best to have at least two people working the show at a time. While one person is actually at your display, meeting, greeting and selling, another person can be walking around the show, talking up your company and service to all of the other exhibitors. Remember, besides having businesses, they all also have homes.

The second consideration should be materials. Have some of your marketing materials, samples of termite infested wood, ant farms, insect displays, samples of traps and termite bait stations, even agreements, at your booth. You never know who is going to stop by. Also, it never hurts to have some candy, soft drinks, water or some other treat. People at these shows love to nibble. You can also raffle off a month’s free service, a year’s free service, a dinner for two at a local restaurant, or something else that will encourage folks to stop by your display.

I encourage you to work for leads, not sales. Try to have interested customers agree to let you come to their homes for a free, no-obligation inspection. This way, you soft sell, get information and have a way of tracking the success of the show.

It is important to have your people looking great, behaving properly and enthusiastic. Some ill-mannered, unfriendly, slovenly person looking like he’d rather be at the dentist doesn’t do you any good.

Residential shows can cost anywhere from $300 to $600 or $700 for three or four days in front of hundreds (or thousands) of potential customers. Such shows usually offer an efficient cost per impression. Commercial segment trade shows, like restaurant or hotel shows, can be more expensive, but these are targeted at more expensive accounts. In any case, your company will be visible to everyone who happens to be there, guests and vendors alike. Unless you don’t work the show, you’ll talk to a bunch of them and will probably either make some appointments or sell some business, even if it’s by accident. And most of the time, the shows are actually a fun place to be.The author is vice president of marketing/public relations for Massey Services Inc., Maitland, Fla. He can be reached at bbrewer@pctonline.com.