Small Business Tradeshow Marketing - Hang Your Open Sign at the Expo

Yet owner/operators oftentimes can deliver superior products and services at better prices along with personalized customer service. When given the opportunity, these businesses can stand toe-to-toe with their corporate competitors in all areas except one - the showroom.

These days many small business owners run 'mobile' businesses from anywhere they have an internet connection and a cell phone signal. Prospects and customers are met at their place of business or any coffee shop nearby. Mailing addresses may be residential or a private mail box and essential marketing materials and products are in their car.

At first glance this description seems to fit the expression "fly by night". But look at it closer. In 2007, according to the Office of Advocacy estimates, there were 27.2 million businesses in the United States. Of those it is estimated that as many as 21.1 million are non-employer businesses. The U. S. Small Business Administration states that over half of all U. S. businesses are based out of an owner's home.

Expos, trade shows, exhibitions, fairs, etc. give small business owners an economical and efficient opportunity to set up 'shop' for a few days to showcase their products and services. This creates a neutral environment for browsers, prospects and customers alike to stop.

If you are a cabinet maker there is no chance that Home Depot will allow you to market your business in their store. Yet Home Depot can be found exhibiting at the same home improvement expos as small cabinet makers. Some people lament that Home Depot will always have the marketing advantage due to their huge name recognition, but further thought shows that might not be so. Home Depot stores are open 12-14 hours each day, with 24 hour shopping available online. People who show up at home improvement expos already know how to shop Home Depot., they're at the expo for other reasons. Could it be that they're looking for someone who is not only knowledgeable but likely to be the very person who builds and installs their cabinets too.

Smart business owners smile when they look down the aisles at the expo and see their corporate competitors exhibiting too. At least for the duration of that expo - they've eliminated one of big business' advantages and leveled the playing field on the expo floor.

Jean Holewa