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BU SI N E S S B A SI C S or infl uencers, who come to the show with business challenges to solve and are looking for something newer, better, faster and less costly. The national vending and food- service operators exhibit at business trade shows, oftentimes on a regular basis. And while the nationals have more resources than smaller com- panies that allow them to exhibit at these events, there is no reason that independents can't reap the same benefi ts from business trade shows. In my years managing vending and foodservice, I found business trade shows to be a helpful sales tool. As a consultant to vending, OCS and foodservice companies today, I am surprised that more of them do not participate in these shows. A trade show can help you accomplish many things all at once. Many independent vending, foodservice and OCS providers are not well known in the markets they serve. In addition to the chance to launch products or services, at a trade show you have an unequaled opportunity to quickly raise the visibility of your company among groups of prospective customers. Find strategic partners You can also seek out partners and strategic alliances with other businesses at the show who mar- ket different services to the same buyers that you do: i.e., custodial services, grounds and maintenance contractors, copier sales and service suppliers. Perhaps you could share an exhibit booth with one or more outsourced services providers. Some of these shared marketing arrange- ments have been very successful. As an exhibitor at one particular trade show, I got to know a fellow exhibitor who was an executive with a janitorial services company. We soon learned that while our core businesses were different, our selling process was very similar. We 36 Benefi ts of exhibiting at business shows • Get in front of new prospects in one setting • Allow prospects to sample your wares • Raise your company's visibility • Find strategic business partners eventually exchanged client lists and invited each other to our various cli- ent entertainment events; sporting events and golf tournaments. We actually did gain new business from this alliance. There are costs involved in exhibiting at a show. And if the wrong type of show is chosen, it will be a waste of time and money. If the booth is not properly pre- sented, with the right materials and the right personnel, it will also be a waste of time and money. What trade shows make sense? If you are considering exhibiting at a trade show as a part of your overall marketing strategy, the fi rst question is: which trade shows are attended by prospects, buyers, and infl uencers that will be interested in your services? The channels you sell to are: heath care, business and indus- try, education, government (law enforcement, public transportation, utilities, general administration), hotels/hospitality, recreation, and retailers. There are trade shows, both national and regional, for all of these audiences. The people attending these business trade shows include the infl uencers and buyers of food services, OCS and vending services. They typically have the follow- ing job functions within the above channels: facilities, procurement, Automatic Merchandiser VendingMarketWatch.com May 2012 contract administration, property management, human resources, and auxiliary services. All of the descriptors noted above must be considered in determining which trade show is right for you. What does it cost to exhibit? Exhibiting at a trade show takes money, time, effort, creativity, and work. Typically, a 65-square-foot booth costs $17 per square foot or approximately $1,105. You will also have costs associated with banners, literature, trinkets for giveaways, and maybe even video displays. Cre- ate a realistic budget that includes the cost of people being out of the offi ce for a few days. Small "table- top" trade shows are less expensive. The materials in your booth make a difference in making that key fi rst impression to attendees on the trade show fl oor. Giveaway items are important so that people can take something away with your name and contact information on it. Pens can be purchased in bulk, with custom printing, for 30 to 50 cents each. Letter openers, lanyards, calendars, and mouse pads can also be used, but will be more expensive. Having a food machine in your booth is a good display. Attendees can sample products from this machine using free vend coupons, which you hand out to prospects. And of course, free coffee represent- ing your OCS service will be popular. A number of companies spe- cialize in trade show supplies. Ace Exhibits and Impact Displays in Los Angeles, Calif. offers affordable show supplies, which are portable and reusable. Booth packages are available for as little as $500. Your product suppliers, particularly bottlers, should be able to help you with free customized banners to be positioned in the booth. C ONT INUED ▶