After spending some time competing professionally in extreme water sports, Amber Box decided to open a sporting goods store that would specialize in selling the equipment and accessories she knew best. She would sell the best kayaks, canoes, rafts, surf boards, and other pieces of gear to ordinary people who shared her interest. Amber became quite a star when she competed, and many of the producers of the gear she used knew her well. This gave her an insight into the industry that few retailers had.
Amber raised the necessary capital, opened her store, and got a great deal from top supplier because of her star power. The first year of business was good. But Amber knew straightaway there would be trouble in the long run.
Most of the people who purchased from her brick-and-mortar shop and from her online store were professionals or dedicated amateurs. Amber had hoped to reach a wider market. She wanted to bring in people who had an interest in the sport, but needed help and guidance in the purchase of their equipment. In the first year, sales were excellent. As the second year started, she noticed a slump.
In response, she launched a social media campaign. It did not help. That is when she decided to try something new and different. She attended a trade show .
Why A Trade Show Is One Of The Best Ways To Promote Your Company
Most of the people Amber interacted with on social media were fellow professionals—the same people who already patronized her shop. She needed to get beyond this crowd and nearer to the people she wanted to reach. She knew that people who went to trade shows had interests of all kinds, and that by going to one she was more likely to attract the attention of ordinary people who were interested in water sports.
Trade Show Management
Amber had a small staff in her store. She chose the most energetic and outgoing of the lot and prepared them for the event. She gave each of them a standard script to memorize. They would be free to change the wording as events warranted, but they had to hit the main features of the products she most wanted to sell. The script had to be delivered in 60 seconds, so that the person’s attention would be kept constantly engaged.
To make her people feel more at ease, she allowed them to wear their own clothes. On the day of the trade show, things went well. Her prediction was correct. Both individuals and young families visited her trade show booth. Her small sales team actively engaged them and made just the right impression.
In the weeks that followed, the online sales of her products soared. The company’s Facebook page filled with comments and queries, and she saw a ten-fold increase in the foot traffic that came through her store.
Amber has since opened a second store on the other side of the city she lives in and her business continues to grow.