TRADE SHOWS CAN BE PROFITABLE
TRADE SHOWS MORE PROFITABLE THAN AGENCIES MAY IMAGINE
Many agency owners see trade shows as expensive and frivolous events that benefit the show's organizers more than the exhibitors. In reality, trade shows can be effective and efficient marketing tools.
Trade shows are often a misunderstood marketing communication medium. Most small-business executives who embrace the challenge of allocating marketing communication resources are familiar with trade-press advertising, direct-mail campaigns, point-of-sale promotions, and collateral material development. Yet they can't tell you the first thing about trade shows.
Trade shows carry the stigma of a good place to wine, dine, and have a good time. However that's not the case. Today, trade shows are one of the most effective and cost-efficient ways to improve name recognition, increase marketshare, penetrate new markets, recruit producers, and introduce new products and/or services.
Chambers of commerce often call trade shows 'table-top mixers.' By any name, give trade shows/table-top mixers a second look. They're a great opportunity to get your agency's name in front of the community.
The Most Common Incentive Mistakes
If agency/brokerage management asks for input (and even if it doesn't), when devising the next incentive program or sales contest, be sure to offer these pointers.
1. Don't try to make everybody happy.
2. Separate novices from veterans.
3. Target prizes to the wants of the entire staff as well as high performers.
4. Always get input for the contest from the sales force.
5. Be flexible.
6. Have long- and short-term goals.
7. Set a realistic time frame for the program/contest.