Trade shows. They can be boring or exciting. And yes, your feet can kill you after standing all day waiting for a potential customer to turn in your direction.

Exhibiting at trade shows brings new leads, the chance to meet up with clients and catch up with old contacts. However, in addition to sales and seminars, trade shows present many excellent publicity opportunities.

Follow the 8 tips below to ensure a successful and beneficial trade show experience:

1. Make sure the show is right for you. Not all trade shows and events have your customer coming through the door. Make sure you know exactly who is attending and that they are your target market.
2. Make a deal before you commit. Event organizers can – and do give booth discounts. Well organized events, at minimum, provide a list of attendees after the event so exhibitors can follow up. More organized events provide participant contact information before the event, as well as after. Other value-added benefits to inquire about include: being included in participant email distributions promoting the event, as well as an advertisement in the event show guide.
3. Write pre-show press releases which include a booth number. Get a list of the media attending from the organizer before the show and send a press release to them. Make follow up calls to the media and set up appointments at the booth for reporters to see what you’re offering. Smart companies work weeks, and sometimes months ahead, establishing strong relationships that can pay off big, long before the show is under way.
4. Research the competition. By finding out about other booths and what they have to offer, you can better strategically implement ways for you and your display to stand out. Use research results to brainstorm ways to make your booth and its products or services unique and appealing. In addition, some of your most qualified event leads come from networking with other exhibitors.
5. Make attendees work for their freebie. Giveaways are common at trade shows. But you can make your giveaway work for you by asking people to fill out a short survey to get it. Make the survey industry related and then announce the results at a press conference at your booth at the end of the tradeshow.
6. Speaking of giveaways, make yours meaningful to your business.. Don’t give something away for free just for the heck of it. Who cares if you collect 10,000 names because you ran a really cool promotion giving away a free iPod. If you’re a personal chef, what does an iPod have to do with your business? Nothing! Therefore, you’ve just collected 10,000 NON-qualified leads. Instead, as a personal chef you could try, “Fill out this survey to get your free copy of the special report “More Time and More Money: Using a Personal Chef to Get out of the Kitchen and Save Money on Your Food Budget”
7. Have business cards handy. Give out business cards to anyone interested in your work. This way, they will have your contact information at hand if they decide to pursue your services, or they can check out your web page if they are still considering.
8. Follow up potential leads in five days. Put your follow-up plan in place BEFORE your event. If you do not have a follow-up plan, then you’re wasting your time. Most of your sales will come after your event. At minimum, your plan could consist of a “Nice to Meet You Note with a Special Trade Show follow-up offer,” and adding your new prospect to your ezine.

The success of trade shows depends on exhibitors making the most of them. Many exhibitors don’t comprehend the enormous potential for publicity at trade shows, conferences, association meetings, and expositions. They spend a fortune to be at the shows, but they don’t capitalize on the publicity opportunities, which can impact their sales for the year.

image credit: *dans, on Flickr

Want more tips like these? Today is my birthday, and as part of the celebration, I’m giving away some gifts. Visit http://www.ThePowerPublicist.com grab birthday goodie bag that will help you with your publicity!

As part of the monthly, ongoing series on marketing plans, this week’s Monday Media Marketing Minute shares some low-cost ideas that should be included in your marketing plan this year.

Listen in by downloading the file on the link provided. or just click the play button on the player.

Image credit: Shannon Cherry of BeHeardSolutions.com

Well, the reports are out.

The National Small Business Association is reporting (based on its 2008 Year-End Economic Report) that things are looking pretty bleak for small business owners this year. And those surveyed are pointing to the recession as the reason why their profits and growth will be extremely limited in 2009.

And according to a recent Gallup poll, almost half of small business owners say their revenues decrease last year - and are expexting more of the same by cutting their spending this year.

So so you want to join all these small businesses?

I didn’t think so. And although you need to be realistic in what’s going on out there, I am sure businesses can thrive in a recession.

But you can’t do the same things you did before. They’re just not going to work - and could actually hurt you.

There’s plenty of evidence that businesses which market wisely, compared to those who continue with the same strategies used prior to the recession, will be the ones do well. Penn State’s research, for example, showed that firms who had a strategic marketing plan with an entrepreneurial spirit had a competitive advantage.

So stop with the doom and gloom already - and start creating a great marketing plan.

Image credit:  gothicburg, on Flickr

I was recently asked how a startup could compete with established brands in their area.  Good question.

But the answer isn’t that complicated. You don’t compete with them.

You’re not alone thinking it’s about competing in this marketing place. I used to think that way too.

But then I realized (after a few years), the more I tried to be a competitor with the established PR firms in my area, the less business I got. It was because I was so focused on my competitors, I forgot about the one thing that makes my company different: ME.

The only way to survive in business is to start focusing on what makes your business YOUR business. And I can tell you this:

• It’s not price.
• It’s not the products or services you offer.
• It’s not that fancy office you may be sitting in

It’s you: your vision, your intellectual property, your way of attacking the problem that makes your business stand out.

And, by the way, that really is your brand.

Image credit: Jean&Vic on Flickr

This month, in the Monday Media Marketing Minute, I’ll be talking all about developing marketing plans that you can easily implement. After all, many people work on new plans in the beginning of the year, so I thought I would highlight some essentials.

Find out more by listening in. (Just click on the play button above, or download to listen later!)

Image credit: Shannon Cherry of Be Heard Solutions

Every year, most businesses create a marketing plan. That’s great! But one thing is missing? Know what it is?  Find out by listening to this week’s Monday Media Marketing Minute.

I’ve had it with Facebook. Ok, not really. But I have had it with people who don’t ‘get it’.  If you want to be my friend on Facebook - or anyone else’s for that matter - learn how to avoid this major blunder and reap the benefits of creating a network of people who want to do business with you.

Image credit: Shannon Cherry of Be Heard Solutions

Thanks so much for being a reader here at Startup Spark. It’s time to celebrate, and one of the ways I do it is to give you a couple PR gifts as well:

So whether your question is on how to write a release, or even helping you find a newsworthy idea to pitch to the media, I’ll be helping you for free… if you make the call.

To register for the NOON call, go to https://cc.readytalk.com/cc/schedule/display.do?udc=103rcboobfagy

To register for the 8 PM call, go to https://cc.readytalk.com/cc/schedule/display.do?udc=xf6qjr5f3s1z

And for an extra PR boost, don’t forget to download a free press release. Please visit http://www.beheardsolutions.com/holidaygifts20081TO.htm

Image credit: bpitzer20, on Flickr

Wishing you a wonderful holiday season and an incredible, profitable new year!

Shannon Cherry, APR, MA

Image Credit: Before the Christmas Chaos by Shannon Cherry

Tis the season.  But if you are in small business, you should really take a close look at this cool guy: Santa Claus. His marketing tactics and branding are awesome. And if you just emulate one of his strategies, you could really make a difference in your marketing efforts.
Find out what it is in this week’s Monday Media Marketing Minute.

And don’t forget to sign up for my ezine, for that very special giveaway I mention! go to http://www.beheardsolutions.com

Merry everything and happy always!

Image credit: Shannon Cherry, Be Heard Solutions