Most expo producers market to the masses. They offer something for everyone to draw a huge turnout. If exhibitors don’t sell much even if there is a big crowd, well it’s their own fault, right? Wrong!
If you are selling vinyl siding, an expo hall filled with apartment dwellers is useless to you. If you are selling to people over age 60, having a bunch of kids helping themselves to your free candy won’t help your bottom line.
In other words: if the producers don’t do their jobs by bringing enough of the right type of people into the expo, having a huge crowd is beside the point. So when we tell you that we focus on bringing people representing very specific market segments to each of our expos, you’d better believe we’ve learned how to deliver.
As a result, we get fewer tire kickers and more motivated prospects. The people who attend are generally more likely to buy what our sponsors and exhibitors are selling. We may not always have shoulder-to-shoulder crowds, but we get fewer people who are just out for a day of entertainment and have no intention of opening their wallets.
Of course, it’s still not a slam dunk for you as an exhibitor. You must work hard at our shows if you want to be successful. We can provide you with lots of tips and ideas for maximizing your sales.
Exhibitors who understand the principle of targeted marketing, and who work hard during the show, are usually ecstatic because we’ve brought them face-to-face with the right people. Most of our exhibitors return year after year, so we must be helping them succeed in their businesses. That’s a great feeling.
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