AUSTRALIANEARTHMOVING.COM.AU 124ALLIED EARTHMOVERSTHE BENEFITS
The exhibitor too, must weigh up the
benefits against the risks of attending
a Trade Show. Sure it’s an excuse to get
out of the office, but it can be a great
opportunity to promote your product or
service to a broad group that may have no
knowledge of your business. Not all visitors
to a Trade Show will purchase on the spot
(although we know that some of our very
own members made some large purchases
on the day). If you don’t make the sale on
the day, your presence there will reinforce
your standing in the industry to that visitor.
Instead of just hearing about you or looking
you up on the internet they can see you
have a real presence in the industry. It also
allows the visitor to feel they can have
a relaxed chat about a product without
having to take the big step of visiting you
at your premises. Sometimes the “softly,
softly” approach works best when just a
short chat can sow a seed in a potential
customer’s mind without them feeling
pressured into a purchase. Of course, a
friendly follow up call by the exhibitor may
be just what it takes to make a sale.
Trade shows, for the exhibitor, may also be
a place to build relationships with other
exhibitors that may be useful in the future.
Where else can you visit and network allthose businesses in one place? Do your
homework before the Show, check out the
exhibitor list and decide who you need to
make contact with. If possible, attend the
trade show before you make a commitment
for the following year. Take the opportunity
and talk with as many people as possible.
You never know, you may meet an excellent
contact on the day.THE RISKS
However, there is a risk as an exhibitor that
you get little return for your investment.
You need to know how much it is going to
cost, know what is an acceptable return on
your investment, and make sure you act
on the contacts and knowledge gleaned
during the show. If you are going to invest
in exhibiting, make it the highlight of your
promotion budget – you will get out of it
what you put into it.The rapid growth of the Diesel Dirt &
Turf Expo illustrates the desire in the
earthmoving industry for such an event, and
we are very happy to be involved with it.If you’re an owner operator of earthmoving
equipment and didn’t get a chance
to speak to Golden Bucket Allied
Earthmovers Association at the Expo, why
not give us a call on 02 4732 5233 or check
out our website http://www.goldenbucket.org.au.