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Why home shows are great way to invest your marketing budget
By Heather Llanes
I have been a sales consultant for an event marketing company for 5+ years. Event Marketing businesses produce events, typically where booths are sold to other businesses that want to promote their products and services to other companies, or their target market, such as the typical consumer. In the case of home & garden shows, the target market is the homeowner in a specific geographical area. Now, it is very important for the companies that buy a booth in the home show, be confident that the company producing the show is reputable, and that a generous amount of advertising will be done to insure the attendance will be decent. Of course there are plenty of factors that can affect attendance such as weather, competing events going on at the same time, etc. But, if plenty of advertising is done for an event, then the producers have done their job of letting the potential attendees in the area that their event is happening on which dates and why they should attend. If the event is being produced by a reputable company, and there is sufficient advertising taking place, then investing your marketing dollars for a booth at a home show can be one of the best forms of advertising you can do for your business. First of all, usually the attendees have paid an admission fee to come to the event. That usually helps qualify the audience. They want to be there, and have paid to come and see your business and others. Free events usually do not have the same quality of attendees as an event that has an admission fee. You also get face to face contact with the end user of your product or service. This builds trust between your company and them. This increases the quality of the lead that will result in a higher closing percentage. The attendees cannot change the channel, or fast-forward their DVR to skip your ad, nor can they turn the page as they can with some print advertising. If they are potentially interested in your product or service, most likely they will stop at your booth, listen to your features and benefits, and give you permission to contact them after the show for an estimate, an appointment, or actually close the sale right there and then. If you have competitors participating in an event, then you owe it to your business to have a presence there too. To not be there means your business may not even be considered by those doing comparison shopping for the type of product or service you offer. Finally, keep in mind, that the results from a home show may not be immediate. Some attendees may be considering a service for 6 months to a year after the event. This is especially true for more costly products and services. It is a great way to produce quality leads for your business for an entire year. You would be surprised just how many attendees keep the information they receive from an event, and decide to give a company they met at the event their business once they are ready to move forward.
I am a "Mompreneur". Mother of 4 kids ages 3-12. I sell Scentsy Wickless Candles and have earned a trip to the Bahamas and Disneyworld. I have a team of Scentsy consultants all over the US. I love working from home!
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