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Marketing Quick Tips: Home Shows
By Rich Harshaw
Note: This article is part of Monopolize Your Marketplace’s ongoing “Marketing Quick Tips” series. This information is not meant to be comprehensive; it’s simply meant to give you some quick ideas on the topic..
Home show season is right around the corner… so it’s time to get your home show ducks in a row RIGHT NOW. As you ponder the best ways to maximize home show leads and revenue, consider these tips:
Tip 1: Is It Even Worth Your Time? Remember the good old days when there was one main show that came to town every year that attracted more attendees than you knew what to do with? Now most cities have multiple shows at different times of the year—and fragmented attendance. The last thing you want to do is pay a ton of money, staff up, then sit around twiddling your thumbs for three days.
So do a little bit of intelligence work. It’s pretty simple: contact the show organizer and ask them for references from last year’s show that you can call, then actually do your due diligence. Call at least five companies and ask them how many years they’ve attended, what the attendance patterns have been in recent years (Up? Down? Steady?), how last year’s show was, how responsive the attendees were, and whether or not they’re going back. Those questions should loosen the lips, so to speak, and you should be able to gather a wealth of information.
If the organizer won’t give you information on previous attendees, you can often find them by searching on their website—frequently the information from last year isn’t updated until just before this year’s show. Of course, if they won’t give you the info, that’s just weird—and a really bad sign.