Tradeshows for the new businesses- cost saving but effective marketing

By: Paula Santorini


Is the reason behind running a business to provide services? Maybe. It could also be to help those who cannot help themselves. Partly true. Running a business to create a network? You could not be more wrong. A network of contacts is needed BEFORE starting a business. What is the main purpose of running a business? It is none other than the basic reality in economics: to make money.

The goals of every business and organizations are all profit oriented. They would most likely reject anything that would not incur money. They will question items that will cost them money. The bosses and investors should decide whether to continue a business does not bring profit but only enough to cover the cost for a long period of time. Money has been the focal reason to continue a business.

Another sensitive issue in business is in order to make profit, cost should be saved as much as possible. This means acquiring the lowest price for the best quality in the market. What is needed to achieve this is extreme benchmarking, constant surveying and most important is a person with a good business sense.

Marketing is another important aspect of a business. It creates demand for your product. Identifying the need, desired features and the prime candidates for a market niche are all good marketing strategies which should start before the product is created. Marketing will create the story and messages for the product you have created so that it reaches out to the specific customer and helps them understand how your product can help them.

A good place to start is to market your products at a tradeshow. They attract large crowds tightly related to your industry and you will be able to save costs by promoting your product on your own. Large, expensive booths are not necessary, especially when you are starting out. There are several low cost types of exhibit displays that can get your product noticed without having to spend a fortune.

It is all about the image. The tradeshow comprises many competitors, suppliers, and customers in your industry. What initially attracts potential customers is highly dependent on the first exposure they have to your product. A banner stand has been proven to be an economical way to market. Despite having an interesting banner graphic, the stand itself must be stable too so that it would not sway when a breeze comes along from the fans or air-conditioning on the ceiling.

Apart from your marketing team, the signs and displays should show a clear message to the people who may be interested in your product. Some booths may invest in LED lights displays but sadly, it is a waste of money and people will only be interested in the display, not the product. Remember not to overdo the display as it may take the focus away from your main point. A personalized printed table top display may sit very well among beads and other smaller items. It does not require much money and time to create a good one.

The way to attract people is to use your imagination and creativity. Similar to a banner stand, a popup display is another cost effective way to market at tradeshows. They are easy to ship and the container many times can be converted to a small table in front of the display to hold literature and other information about your product.

To invest in a large permanent booth in a tradeshow is unwise, especially for new businesses as dollars can be better spent elsewhere. The smart thing to do is to get a portable trade show display booth. Not only is it easy to be moved and transported, it is also cheaper and can be assembled at any spot.

A good business depends on many factors. However, the fundamental essence of every business is still the same: Make profits, save costs and think wisely before you do anything.


Paula Santorini has promoted her products through portable trade show display booths for years and uses them as one of the main sources for new customer leads. She has found the low cost approach in using table top displays, popup displays, or banner stands for the exhibits and placing most of her dollars in eye catching graphics has been the best use of her marketing dollars.