Nancy Miller loved books. She studied literature in college and took her first job as an editor in a publishing firm. Nancy spent a number of years in the industry and worked her way to the top of the last company she worked for. She then decided to leave the corporate world and to start her own book store. Her aim was to stock only the best titles—to appeal to the discerning, discriminating tastes of other book lovers.
Nancy raised the money necessary and opened her first book shop in Washington, D.C. Her clientele consisted mostly of college students, beltway interns, and the policy elite of the city. Although business was steady, it did not grow. After a year she decided to pursue a more aggressive marketing strategy. At the center of it would be participation in a trade show .
Why You Should Promote Your Company At A Trade Show
She had first entertained the idea of participating in a trade show after a conversation with another book store owner. It never occurred to Nancy that she could promote her shop at a trade show, but after some research she discovered a way to do it.
Nancy knew that her target market was young, upwardly mobile, middle-class professionals like herself. 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 trade show was full of young couples who viewed it as a kind of weekend outing. Her booth received a lot of traffic, and the small team that she brought with her barely managed to speak to everyone. In the weeks following the trade show the foot traffic to her shop increased significantly. She also got a lot of positive mentions and recommendations on social media.
Developing A Strategy For Participating In A Trade Show
The experience of that first trade show demonstrated the power and potency of such an event. Nancy made going to trade shows in and around Washington, D.C. A priority. She developed a detailed strategy for each one.
She selected three of her employees. They were all made to memorize a one-minute sales pitch. They could alter the exact language as long as they made several key points with each customer. Nancy encouraged her trade show team to be kind, friendly, and informal with the people who stopped by the booth. All of her employees had a deep love of books—she had made sure of that before hiring them—and could talk intelligently about some of their favorite volumes.
This made interaction with individuals who stopped by her booth more interesting. The hard work and preparation paid off. After attending three trade shows, Nancy’s business nearly doubled. She has started selling books online, and she eventually got into a strong enough financial position to open a second book store in Northern Virginia and is contemplating a third in Maryland.
Nancy continues to participate in trade show events in the area and follows the same strategy.