Trade shows are important BUT are they worth the expense? 3 simple steps to maximize your ROI

Trade shows, like The Natural Products Expo, can be an important part of your selling strategy BUT are they worth the expense?

Doing these 3 simple things will help get the most out of every trade show.

Trade shows allow you to get your product in the hands of your peers, retailers, the press, industry experts, and committed natural consumers.  They allow you to get their direct feedback, support, and selling recommendations.  Trade shows also allow you to see whats new, whats trending, and whats influencing shopper buying habits. They also provide you with the best networking opportunities.  Opportunities to connect with friends, your peers, retailers, consultants, distributors, brokers, press, etc.

The key is to maximize every opportunity by being properly prepared BEFORE you arrive at the show.

1. Be prepared: bring plenty of selling materials and business cards. There is nothing more frustrating than wanting to know more about a brand with no way to contact someone at the company. It’s similar to standing in a long checkout line at a store with cash in your hand and no cashier. Trade shows are extremely busy, noisy, and full of distracting. We are all trying to visit as many booths as possible while the show floor is open. Getting one-on-one time with the right people can be very hard if not impossible.  As a result, most of us collect information about brands we like and contacts so we can circle back and re-connect with them AFTER the show ends.
2. Leverage the show: use it to test consumer preferences, wants, and needs with actual retailers, shoppers, your friends, and your peers. Consumer research is one of the most important aspects of every brand's success.  It is the key to your long-term success.  Consumer research is very expensive Imagine being able to get valuable real world insights from your peers, retailers,  consumer research with actual shoppers in their environment. Imagine getting instant feedback from people who actually buy and use the product more than once. Imagine being able to customize your product right away as you continue to develop it. Imagine how efficient it is to develop a product that consumers are actually searching for.
3. Follow up:  few brands capture business cards, track who stops by the booth, and make an effort to follow up with anyone.  This is a huge missed opportunity!  Trade shows are selling opportunities.  You never know how the people who stop by your booth might be able to help you get your brand in hands of more shoppers.  Never underestimate the value of everyone who takes the time to visit your booth.

Answers to these questions and more can be found on my website and on my podcast – launching soon.