I attended an expo last year that was geared towards attracting B2B visitors. Companies that served other businesses were invited to rent booths. There were over 50 booths, but one stood out in my mind. It was an entrepreneur who made a plastic change-sorting, tabletop coin bank.
I went to his booth and watched a one-on-one demonstration. (I’d seen this product in other forms on TV, in catalogs and on the Internet.) A cute device, nothing new, but the main point here is that it was a B2C product – a consumer retail item. And it was being touted in a B2B event – a business service expo.
I saw no one buying this product at the expo – because the attendees were looking for business connections, not a cute little bank. This vendor was at the wrong expo!
Think carefully about what expos you participate in. Exhibiting at the wrong event can be very costly, and perhaps even damaging to how people perceive you. The exhibitor in my story spent $400 for his booth and probably sold one or two of his units the entire day. He spent all day there, too. And people most likely viewed him as a hindrance to their progress in making the expo rounds. His reputation as being smart was bruised.
Positive Impact Partners 201-939-8601.
– Danielle Fry, Director of Creative Services
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