• The Business plan
• Marketing and Sales Planning
  • Marketing Strategy
  • Lincolnshire Research Observatory
  • Marketing Plan
    • Analysis for your marketing plan
    • The Four and Seven Ps
    • Developing a Pricing Strategy
    • What else should be in the marketing plan?
  • Forecasting and planning your Sales
    • New Businesses
    • Creating a sales plan
  • Selling and Advertising
    • Advertising
    • Direct Marketing
    • Trade Shows and Exhibitions
  • Selling to the Public Sector
  • Looking after your Customer
    • Use customer care to increase sales
    • How to deal with customer complaints
  • Marketing Articles
    • Does your sales approach close more doors than it opens?
    • How do I determine my marketing budget?
    • Making an exhibition of yourself
    • Marketing in the credit crunch
    • Why might your competitors be doing better than you?
• Financial Planning
• Complying with the law
• Employing for the first time
• Business Rates
• Support Schemes
• Young Traders
• Top Tips

Trade Shows and Exhibitions

Trade shows and exhibitions are specialist market places that allow exhibitors to promote their products and services, reach new customers and generate new sales. They also give visitors the opportunity to find out about the products and services on display.

At their most effective, trade fairs can be an important promotional tool for your businesss, a chance to demonstrate your product or service to customers face to face, a chance to find out what customers want and good opportunities for networking.

As well as buyers and sellers, trade fairs can attract journalists, media, politicians and other 'movers and shakers' in particular fields. It can be a good idea to invite your existing customers to visit your stand too, as face-to-face contact can revitalise relationships that exist mostly through email or on the phone.

At their least effective, trade fairs can be an expensive waste of time. Make sure you know what you want to achieve.

Attending trade fairs abroad, either as an exhibitor or a customer, can be an excellent way to test and open up foreign markets and find new suppliers.  If you're thinking of exhibiting, it's a good idea to make an exploratory visit first, in order to make contacts, do some research and see the competition. You should then be well placed to find the right fair and position your business effectively.

Help is available from the local Chamber of Commerce and UKTI.