The trade shows circuit is somewhat of an untapped goldmine in the world of business-to-business expansion and development. Of course companies that are selling a physical product such as foods, drinks, or clothing have been monopolizing on trade shows for years, but how can a B2B company really benefit? Start voluntarily giving away your trade secrets. That’s right; expose everything you know at no cost. Now this might seem like the exact opposite of what you would think was “selling” at a trade show, but in fact, volunteering your industry advice is one of the best ways to get your name out there.
Playing Tag Along
One of the initial ways to get involved in trade shows is to tag along (or act as a guide) for your companies. For instance, this year we will be attending the Natural Products Expo East in Baltimore. We will be joining our two clients, Flax USA and Charmed Bar, on a whirlwind tour of how to really push their products. Along with helping in the design and set-up of their display booths, we will really help them in the marketing push. Placing the big sellers up front with our most attractive box displays and talking up how easy it would be for retailers to carry and sell the products is just the beginning.
This expo is one of our favorites every year because of its specific focus on the East Coast market and its’ organizer’s ability to bring in some really great buyers. In the past, we have had the opportunity to boost not only current client products, but launch new ones. The expo has provided a great test market to really see how the newest products will fare in the marketplace. And surprisingly, buyers are refreshingly honest with their reactions to new products.