The Art of Trade Shows – Demonstrations and DIY Tutorials
When it comes to some industries, the best way to get your name out there is to put in time at a good, solid trade show. These events are typically attended by other professionals in your industry as well as the general public, and the opportunity to reach out and communicate with your potential colleagues and clients is one that should not be disregarded. Marketing can be a tricky business, and achieved a good balance of personality and product is vital to a successful trade show experience.
Most trade shows and expos are dedicated to blue collar industries. Companies that work hard with their hands and hearts and translating that sincerity to customers or investors without seeming desperate can be a challenge. In such instances, it can be highly beneficial to shows these individuals not only that you are passionate about the work you do or the product you create, but that you know it inside and out, and are perfectly capable of demonstrating and teaching those skills to those you hope to work with. Rather than leaving this up to a simple brochure or information booklet, it may be better to take a more direct approach to reaching your potential clients. To this end, the use of live demonstrations and do-it-yourself how-to sessions can be absolutely invaluable.
Any visitor to a trade show or professional convention will agree that a solid demonstration of a service or product makes a much stronger impression than a simple explanation. For instance, if your business is painting houses, and you have a particularly effective method of doing so, it can be a good idea to set up a mock wall and actually show your perspective clients why your method is more effective than any other. In the case of home renovations or remodeling, it can also help to perform small instructional sessions on tasks that homeowners can handle by themselves. This will not only demonstrate your skill and know-how, but it will instill clients with the feeling that you have the ability to step in and take over when the DIY portion of a job ends and a professional is needed. Establishing that trust between client and professional is vital to the success of any business.
This direct involvement has a benefit beyond simply pleasing those in attendance. If you come across to people as knowledgeable and trustworthy, they are far more likely to recommend you to their family and friends, even if you haven’t worked for them personally. Word-of-mouth referrals are invaluable in today’s market, as people are always in search of the best deal for the best price. In many cases, folks will depend on the opinion of someone they know rather than a print ad or TV commercial. Using demonstrations and tutorials helps clients associate a specific person with the idea of a quality product or service, increasing their odds of remembering your business once the trade show is said and done.