With the border now open, international tourism travel trade shows are ramping up. Having just returned from Kiwilink North America and Kiwilink UK/Europe Trish shares some tips and observations on getting the best out of your activity.
Second to a familiarisation visit, trade shows are arguably the best way to showcase your product to a new, potential customer - very often a wholesale agent or travel advisor. It is your opportunity to present your product first hand and most importantly start building relationships.
So, if you're planning to participate in a trade show for the first time, how do you get the most out of the investment?
Prepare:
At most trade shows you'll know well in advance who you will be meeting. Research them! This means going beyond their company biography and drilling deeper to find out what itineraries they have or what type of business they are delivering to New Zealand.
This can be achieved through visiting their web sites, reviewing their online brochures or even asking colleagues. It should become apparent which part of your product offering best suits their business and so place emphasis on that during your meeting.
Participate:
Participate in the networking aspects of the trade show. After talking all day, and with possibly three days of business in a row, it can be difficult to participate in social functions, but they are important. Not only do they provide an environment where you can enhance your rapport with someone you've met during a business meeting, but you can also meet other agents not on your appointment schedule.
Be Enthusiastic:
When you've just delivered your 10-minute product summary for the 110th time, building up the enthusiasm for each subsequent appointment can be a challenge.
Whether a meeting is your first or last appointment of the trade show, each and every one is vital. Very often it is the first impression an agent will ever gain of your business and if you lose them due to lack of interest, chances are they'll never come back. Why would they - if you're bored how might you treat their clients!
Keep it Simple:
We're in a digital and highly interactive age giving us some innovative online platforms to portray your product. Using technology can be incredibly effective, but it can equally be disastrous if there is a break down or the 'toys' are lost in transit or stuck in customs.
Stay in Touch:
It goes without saying that prompt follow-up is fundamental to the success of the meeting and potential business.
However, it is important to nurture that relationship by ongoing contact, which could be in the form of personal sales calls, zoom training, or sending your latest newsletter packed with updates and information. Connect on business platforms such as Linked In.
Maintaining contact overtime is the key.
Committing the budget and the time to a trade show can be significant for smaller businesses but despite this, they can be a relatively effective way of gaining new customers and growing your business. Just remember that marketing doesn't begin and end with a trade show- it is just one of the tactics you can successfully employ.
