Paula Chase dedicated her life to the study of nutrition. After nearly a decade helping people develop good eating habits, she decided to open a grocery store that would sell many of the foods she recommended.
Her many years as a nutritionists put her into contact with food producers that would be willing to sell to her wholesale at a discount price. She raised the money necessary to establish her first store, and in a very short time opened its doors to the public.
Paula opened her store in the trendy part of town because she figured it would put her close to the clientele she was after. But after six months of trading, business remained flat. Her initial clientele consisted mostly of clients she had helped over the years. Paula knew that unless she expanded her customer base she would soon have to close her doors.
She decided to she needed to pitch her shop to a wider range of people, so she decided to participate in a trade show .
Why You Should Use A Trade Show To Promote Your Company
Paula’s market consisted of students and young, upwardly mobile, middle-class professionals. She knew that many individuals of that description lived in the area near her food store. She also knew they were in other parts of the city. She designed her trade show booth and developed a pitch that would attract such people. What she encountered during the event both surprised and pleased her.
The people who attended the trade show came from every part of the state. A number of trade show attendees visited her booth. Fortunately, she had planned for this. Paula had assembled a small team of her employees. They greeted each person who came by and pitched the benefits of the grocery store.
In the weeks following the trade show the foot traffic to Paula’s shop increased significantly. She also got a lot of positive mentions and recommendations on social media. Much to her surprise people drive some distance to visit her shop and make large purchases.
Strategy—The Key To Success In A Trade Show
The trade show influenced the way that Paula marketed her business and her brand. She gave much higher priority to participating in trade shows. She also developed her plans for her and her team went to them.
Paula formed a trade who team that consisted of the brightest and most outgoing of her employees. She made each of them memorize a one-minute sales pitch. They could alter it as needed to make it sound natural, as long as they all hit certain key points. At her trade show booth, she presented samples of the kinds of food sold in her store so that people could get an idea of its quality.
The hard work and preparation paid off. Foot traffic to her store increased even more after she started going to trade shows. Paula even started selling food online, and this side of the business has taken off in recent months.