The 2010 Claresholm Trade Fair will be held on Friday, February 5 and Saturday, February 6, 2010. For more information on how to register, contact Don Leonard at 403-625-4401. The time for exhibiting at the Claresholm Trade Fair is rapidly approaching, and you may be wondering if your participation will result in enough business to make it worthwhile. Trade fairs are events where just about everyone in a 100 km radius drops in at least once, especially if they have kids. Your challenge is to stand-out from all the other exhibitors, offer a product or service that people want, offer it at a real discount (leaving a profit for you), and either sell it right there at the fair or arrange for a home/office close that evening or the next morning.

2010 Trade Fair Map (same layout as 2009)
Trade Fair Contract
Trade Fair Tips (brochure)


PITFALLS...
Exhibiting at a trade shows can be one of the most successful activities in which you can participate, providing you follow some proven guidelines. Your booth visitor is busy, may only have time for one pass through the display area, and typically will give your booth about 3 seconds before moving on to the next. He or she wants and needs as much information about you and your products as it’s possible to gather in that 3 seconds, doesn’t want to hang around for a sales talk, and probably will throw out much of the literature they collect as soon as they get home. If you follow the guidelines below, you stand an excellent chance of making your booth experience
economically satisfying.

THE BASICS...
Make the go/no-go decision, then get started. Pay for the booth space. Arrange for Internet access, electricity, tables, (no chairs - sitting is not a preferred way of selling) and any other items you need to display your goods. You will pay more for these, so make sure you need them. Check to see when you can begin setting up your booth, and what assistance you will need. You will be required to pay for renting a piece of carpet, or bring your own to add a more professional look to your booth. Ask about booth security before and after show times. If you can, visit similar shows in your area to determine what works and what doesn't, then make your plan modifications accordingly.

BEFORE THE SHOW...
Print four times as many business cards and brochures as you think you will use. The show promoters will have some idea of the total number of visitors, so use their figures (between 1200 and 1500). Design your brochures with pictures, descriptions and prices on the same sheet, stapling a business card to each. Use color if possible. Keep your material simple, but not plain. Send announcements of your planned participation to past, present, and prospective customers inviting them to your booth. If you are going to offer the same old stuff, your customers will wait till the show to buy, so make your offer different! If you have the money, run an ad in the trade fair flyer.

MECHANICS OF YOUR BOOTH...
Put up your own sign, but focus it on the offer, not on your name! Use vivid colors, lights, and movement to attract attention. Hang extra large product pictures on the wall. Use carpet, but tape it down securely. Have a video/computer running showing your product in use. Be creative. Stand out from the others, but keep things simple and uncrowded. Use a very long narrow table at the back of the booth so prospects will have to walk into your area to view your offer! Have a draw for a meaningful gift, but try to include on the entry form some valid marketing questions that will benefit your business.

DURING THE SHOW...
Arrange for twice the help you feel you need, you'll need it; standing there (don't sit) for two hours at a stretch is about all anyone can take. It is your personal task to visit every booth, determining what works for others and what doesn't. Your give-away premium (if used) must be more than the usual pencil, key chain, ruler, or other throw-away and completely forgettable items. Most everyone will have a pen or a basket of candy as a give-away, and most visitors will take these without a thought of doing business with you. Each evening take the entries from that day and put them into some form of contact data-base program on your computer. Send each person a letter thanking them for visiting. Include a different brochure listing all your products or services, a pre-paid return postcard where they can indicate their interest (don’t forget your phone number), along with a repeat of the show special.

SELLING OPPORTUNITIES...
These types of shows offer an opportunity for instant sales, either right there at your booth, or for an immediate store or home visit. Ask everyone who fills out an entry form for your give-away if they are interested in having a product/service expert (that’s you) visit them in their home or at their office.

AFTER THE SHOW...
Analyze show results and make notes for next time. If the sales at the booth even approached break-even, the publicity you receive may be great enough to do this again and again.