Trade Shows Can Give Your Business a Boost

Local businesses will pay for space at tables for the annual to be held at the at Whitney Farms on April 25.

"Trade shows can be a great way to generate leads, build your company and brand awareness, and acquire new customers," said Paul Lavoie of Response Marketing. "It can be a great vehicle for that or a total waste of money."

Lavoie made the presentation, "Optimizing Trade Shows," at the Monroe Chamber of Commerce luncheon at restaurant Tuesday afternoon.

Preparation is vital, according to Lavoie.

"Poor planning is the biggest mistake," he said of the most common trade show pitfall. "They don't plan in advance and they don't follow up with the contacts they make."

In fact, Lavoie said 87 percent of leads are never followed up on.

"If you go to this show and you don't follow up on the leads, why bother going?" he asked.

Lavoie offers three guidelines to follow. The first is pre-show planning.

"Who is your target audience?" he asked. "What do you want to talk to them about? Who will be there?"

The second is making your booth standout, making it a part of your "elevator pitch." And what trade show giveaways to offer.

Lavoie's business, Response Marketing, had been featured on Channel 8 during a Greater New Haven Chamber of Commerce Expo for its booth theme. The topic was "arresting creative" and Lavoie's firm used a prison theme.

Lavoie also advises people to never sitdown at their booth during a trade show. He does not even keep chairs at his table.

The third guideline is post trade show follow up, contacting those leads you have made.