SMEs Need a Rethink of Trade Shows

I was recently involved in reviewing the marketing strategy of a client with management specifically not seeing significant return nor feedback from the many trade shows the company attends vis a vis cost of attendance. The challenge they were facing is not unique to them; many SMEs face similar challenges when it comes to trade shows.

Most often than not; SMEs almost feel obligated to attend trade shows organized by industry peers, Government parastatal or any other trade show such as the Nairobi Agricultural trade fair.

Businesses with a Business to Business Model (B2B) often feel like its mandatory for them to attend any and all trade shows all year round hence they dress rehearse their entire act. Trade shows to them may feels like just one more thing you have to do in an already packed schedule.

This is precisely why such businesses are often forgotten by those in attendance since they don’t make an effort to impress or stand out from the pack, they just put up their company banners, brochures, tent and other company paraphernalia hoping clients would be scampering to find out what the company is all about; exited about sampling the companies products.

Frustrations usually sets in especially with the sales teams since they often feel like the rest of the exhibitors were a bit more creative than them.

Trade shows can be fun and are a good avenue to connect with potentially new clients. SMEs need to think through each trade show they attend as unique events and plan to meet the expectations of the specific audience in attendance.

It’s often said that a good general wins the war before going to battle while a bad one goes to battle hoping to win the war. SMEs can apply the same principle to trade shows; one needs to start advertising through social media and other available platforms to clients and potential clients that you will be at a trade show and encourage them to visit your booth

Trade show attendees long for an interactive experience with your brand, not a regurgitated sales pitch. So, when people approach your booth, be ready to offer them an activity, whether it be a game or a product demo they can play with. Ensure the activity is aligned with your brand.

Draw attendees in when you show marketing materials that highlight customer case studies and testimonials.

Many trade show participants may be unfamiliar with your brand or product; so, to establish credibility, share a short list of your most well-known clients. Or, mention some of the awards your company has received. Call out some of the media publications your product or service has been mentioned in. Even showcase your portfolio of past work with customers.

Finally, It’s easy to want to copy what other companies are doing, because they’ve already made a big splash. However, put some thought in. You may be wise to have a meeting with your team to discuss your strategy before the trade show, outlining the particular messages you want to convey.

Regardless of how boring or exciting your product is, there are ways to get noticed at trade shows, if you plan correctly. Do not simply view the trade show as a competition, but rather a place to showcase what you do better than anyone else.