Trade shows ain’t dead
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Bootstrappers should double down on trade-shows
Last week, I visited Indian Hospitality Expo in Greater Noida. I had gone to check out machines for the espresso bar. I had to pull myself out of the place. Online is no match for in person trade shows.
I met the top B2B suppliers of coffee machines such as Kaapi Machines, Saimex and Kaapi Solutions. I also met manufacturers of kitchen equipments, ceramics, cutlery, cleaning equipment and decor. I asked hundreds of questions. I saw how the machines performed. I could compare the similar products from competing businesses. Top management or operations team attend their stalls.
Before the IHE, I tried to speak with the above teams to know about the espresso machines and grinders. I could only contact teams online or through phone. Either the response was slow or incomplete. The same businesses were prompt and responsive yesterday. One team surprised me with an offer. I am reconsidering my earlier choice. Do not judge a business by its slow response online. Instead, grab them by horns at a trade show.
As per Forbes trade shows are the most cost efficient way for face to face meetings: When I ranked marketing tactics during a ten-year lead generation study I conducted, networking at trade shows finished in the top five. The best marketing tactics are educational in nature, and a trade show let’s you educate prospects face to face (or “belly to belly,” as one of my mentors used to say).
Trade shows are also a boon for the bootstrappers. One can meet other fellow bootstrappers and collaborate. I bumped into a tea brand, which wants to experiment with coffee blends. I would have never gained the opportunity elsewhere. If I can derive value as a visitor, I am sure participants would have generated valuable leads and the businesses.
Following are the few upcoming trade shows, I would like to visit.
India International MSME Expo & Summit: August 25–27 Link
Indian International Mega Trade Fair: August 19–29 Link
Franchise and Business Expo: August 7 Link
Indian International Pet Trade Fair: August 29 Link
Indian E-commerce Show: August 25–26 Link
Indian Manufacturing Show: September 15–17 Link
Read more:
Get more out of trade shows — HBR Link
Pros and cons of trade shows Link
Drive traffic to your booth Link
Trade shows ain’t dead was originally published in The Bootstrappers on Medium, where people are continuing the conversation by highlighting and responding to this story.