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MHT~ RE pRESS, WEDNESDAY, <IULY 4, 1M9, PAGE il The how-to's of exhibiting at trade shows Trgde shows can be one af the most effective marketing tools available. Exhibiting at them can be a quick, easy way ta present your product ta a large number of potential customers, and ta expand your business contacts. But proceed with caution. Maldng the wrong choice could mean a waste of a lot of money, and time. According ta Diana Wickhain, a manager at the domestic industry support branch of the Ministry of Industry, Trade and Technology, "You have ta be highly focussed on what your product is, who it should be sold to, how ta present it, and who yoau competition is before considering participation ini any show.' Once youre sure of your product and your marketing strategy, the next step is ta find the right trade show. Talk to the show managers, ta your colleagues, and people who've already participated in the same show. FInd out as much as you can about the type of customers the show attracts, and about the other exhibitars who are likely ta, be participating. "Sometimes," says Wickhaxn, "you can benefit by association.1 If magjor companies are participatirig, it may be a good idea ta be there, Know what kind of business you should expect ta do. "Every show is different," says Jerry Ashton, a show manager, with Southex Exhibitions. "Some shows are writing shows - they're known ta, encourage the writing of a lot of business. Others are known as sort of get-togethers where everyone meets eaeh other, has a few 4.rnks, and finds out whates new in the industry." He recoimnends ',areffhl selection and accurate expectations. Once you've settled on the show thats snecific to your business interest, the next important step is pre-show preparation. "Reaily plan things well ahead of the show," says Ashton. 'fSort ou t what products youIl want ta, exhibit, how much space you'Il need, and how the booth should be set up." Wickham agrees that preplannxng 15 key. "Once you've decided on a particular show, do it right. Don't be cheap, because your competition will be there doing it right."- And doing it right will certainly not be cheap. So, be aware of the level of comnitment in both time and dollars. Consider the foilowing list of costs when making out your budget: space rentaI, personnel time, travel and accommodationtfood, shipping of product and/or display samples, printing hand-outs, setting up of booth, show services and derIsig. How you set up your cisplay space, what you give away as hand-outs and samples, and whether you set up an audia-visual unit will depend on how much you can afford ta spend, and what the general level of presentation is from the other exhibitors. Hlave an idea of what others are doing. Once youtre there, be readY ta do business. "If you want ta attrat a quality customer,"- saYs Wickhani, "send your best people who can answer questions, write the orders, and pave the way ta future sales calîs." After the show, follow up the leads as quickly as possible. Within a few days, you should be contacting al of the potential custamers you met at the show. With proper research, a well presentedboth, and quick follow-up, trade shows could be one of your best marketing strategies. FAST DAILY LUNCH & DINNER SPECIALS For triore deta-ils cali 831-0441 & ask for Cathy BIOJ i BUSIESS 111 know we didn't spend much on aur display, but 1 thought the balloons, aur wit, charisma and charm would've worked for us!"' 1-lre n ~perieced credItolleOf ,,n eron a reg Ular Or P t "jej I Pesce~1u;~p WIM J.of Club Med just sailed into town, so join in the fun and try allthree new Caribbean sauces - Satay Peanut, Island Honey Mustard and Paradise Pine- apple. Order 6 Chicken McNuggetsTM choose one sauce. With 9, choose two and wtth 20 choose three sauces. >bu'Il also receive an entry form for the McNuggets Caribbean Sweepstakes. Just deposit your completed form in the ballot box Iocated at participating McDonald's restaurants and you could win 1 of 15 Club Med vacations for a farily of four! For a limited time only white supplies last! ni u u es. l A 1,'! t. w 91 u l 1,twC ia .i, l 'yr, A t' .1- " l, .I1 ' THE NEW HOT SPOT Ait the good times you can handie featuring: ..........~ n ~ t .......... .. .... .......... . N ~ fr G~,dQ~ F~x 1N R ~ P ntQ......... $ ba'S~ lpu