Now that it’s getting closer to spring and people are beginning to think about home improvements, many areas around the country will be holding home shows. This may be a great opportunity for us to showcase what we do and attract new business. We all need new customers, and having a display at a local home show is a great way to gain exposure among people looking for ideas and help in making their homes safer, more accessible, and generally more enjoyable. We definitely can help make this happen.
While this is a potentially great way to meet many people who are considering some type of remodeling project – from do-it-yourself to engaging us to perform it for them – we need to determine whether this is a good marketing choice for us. It’s true that we will be in a position to have scores of interested people walk by our display and look at what we do – although not everyone will stop to talk with us. Nevertheless, there is a fairly significant cost involved that needs to be considered.
Another way of looking at this is by not being as concerned with how many sales are made at the event – possibly none at all – but to figure that the 8 sales needed to pay for the event (in this example) would come in the few weeks following the event from people that we met and engaged there.
The second way of looking at the investment is to figure that this is purely an advertising expense – not any different from running an ad in the paper or doing direct mail except that it likely is less money than either of those.
By looking at the event as advertising exposure, it takes the pressure off of us to make an immediate sale to pay for our capital outlay to be at the event and lets us concentrate on meeting people and developing quality leads. We can collect contact information from many of the people we engage, learn about their needs, and make arrangements to follow up with them after the show.
We can promote our appearance on our website, take pictures, write about it afterwards, and look forward to developing our leads and making sales over time – knowing that we will have laid the groundwork for many sales even if none are forthcoming right at the event.
The event may make more sense as a form of promotion rather than as an offsite retail location or sales venue.