James Carney was a trained software engineer. After some years working as an employee for various IT firms, he decided to set up his own business. James was by nature an inventor. He had created a number of patented programs and applications on his own—independent of the companies he worked for. His goal in starting a business was to market those inventions under his own brand.
Like most small business owners, James believed that an effective online marketing campaign would bring him the growth that he needed. But he soon found out that the virtual world is saturated with such campaigns, and that his was one of hundreds of thousands such companies trying to break through online.
Within six months of starting his company, James made a bold and decisive decision. He decided to market his high-tech company in an old fashion forum. He would meet ordinary people face-to-face in a trade show .
Every Kind Of Business Can Find Its Target Market At A Trade Show
James had some experience in retail marketing. He came from a family of shop owners. His father and mother had opened and successfully operated a number of convenience stores.
Although it was the first time that he had to organize such a marketing event on his own, he found it much easier than he thought it would be.
James met a variety of people interested in the apps he had developed. He came prepared for the trade show and was able to demonstrate the value, purpose, and operational capacity of his programs.
James’s trade show debut was so successful that the number of people who downloaded his programs in the following month increased by twenty. He had to take on additional staff to deal with customer queries and other administrative matters.
Managing A Trade Show
James’s business expanded rapidly after that first trade show. He has had to hire additional help to manage his company and his brand. He still participates in trade shows around the country. He has also learned how to set up and better manage a trade show booth.
James uses a small group of employees. The people that are part of this group have experience in trade show marketing. They know how to speak to ordinary people—people who come to trade shows because they are curious about the newest things available. This has led to a significant increase in the size of his business. The people who have downloaded his programs and applications find them very useful, and he gets a great deal of positive feedback on social media. Indeed, many of the individuals who visit his trade show booth do so because his company was recommended by a friend on social media.
His trade show marketing campaign has led to real benefits. James now runs one of the fastest growing IT companies in the area. His clients include organizations from the private, public, and non-profit sectors. He has recently opened a second office in another state, and he is planning to open an office overseas.