Small Business, Big Lessons® – Marketing at Expos

I recently attended a sampling event. Most of the products were good and some were great. What I noticed was that the majority of merchants didn’t have anything to engage in post event with potential customers. Many did not have the basic info easy to access such as where they are located. With the amount of effort and “free” product provided, I thought of a few things that could increase their return on investment (ROI).

Sometimes an idea like QR codes were ahead of their time and are just now becoming mainstream. A decade ago they were displayed but seldom interacted with. Other times some old tried and true tactics are being underutilized. Let’s look at three ideas to improve your investments:

1)    Visuals & QR Codes –Things have changed since the pandemic. QR codes are not new and were created in 1994. Prior to the pandemic, while QR codes were in advertisements, some business cards, and more, most people were afraid to scan them or didn’t know how. Technology has made it easier to interact with them now. QR scanning apps are built into most cell phone’s photo apps. With paperless menus during the pandemic, QR codes became the standard for accessing them. Add a QR code with your business info a nice full color poster board that is not cluttered. They are easy to produce and not very expensive. They can be seen from a distance and allow for greater exposure than small print on a table tent.

2)    SWAG – This has been around since I can remember from attending my first trade show over 20+ years ago. The best SWAG is something that can be used in daily life and not overly expensive. Think of branded coasters or rubber jar openers. Aim for something that a targeted prospect will use often enough to put you at top of mind. You may also be able to sell some quality merchandise on site if the event permits further deepening the connection.

3)    Social Media & Post event – Why not have an offer tied to an interaction with your social media accounts. Ask them to share a Tweet or post a picture to Instagram with your hash tag. Offer a prize perhaps a branded sweatshirt or gift card for your business. The idea is something that is low cost and high value and relevant to the prospect. Follow up and thank all that have included you in their postings. Also, be sure to publicly congratulate the winner.

Think through

Never let an event pass you by that you are not finding a way to build longer term engagement with prospects and brand awareness. Too often businesses treat expos as a necessary evil and do not prep with the intent of driving more business and differentiating themselves in the marketplace. Why would you invest in time to staff a booth and the money to either pay for the space or providing free samples and not look for a growth opportunity.

It also never hurts to ask the event organizer to include an app with a directory and a way to score what they saw or sampled as a reminder to themselves. Would love to hear your thoughts about your experiences in participating in Expos. Ever “phone it in” and not come prepared? What are you doing that is working for your business? I always welcome feedback. Feel free to post comments or email them to me. Small Business, Big Lessons ® Remember, never let an event go to waste – market at all expos!

About the Author:

Gregory Woloszczuk is an entrepreneur and experienced tech executive that helps small business owners grow their top and bottom line. Gregory believes in straight talk and helping others see things they need to see but may not want to with a focus on taking responsibly for one’s own business. He and his wife, Maureen, started GMW Carolina in 2006.

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