Trade show impact not necessarily immediate

by Christine Ballew-Gonzales

SBJ Contributing Writer

The results of attending a trade show might not show up in immediate, on-the-spot sales, rather they will build over time, according to Lisa Nally, vice president of community development and special events for the Springfield Area Chamber of Commerce.

For that reason, assessing the results of a particular trade show will involve looking at the big picture.

"What our experience has been through our Business and Technology Expo is that our participating businesses end up getting calls all year long," Nally said.

Businesses attending trade shows should not expect to make instant sales on the trade show floor, Nally said, but to begin the relationships with attendees that could produce sales down the road.

A business' appearance at a trade show sparks an initial relationship with customers that can bear fruit when follow-up calls are made, or when a trade show attendee needs that business' particular product or service in the future.

"Then the customer can say later on 'Oh, I met you at that trade show,'" Nally said.

Nally said that trade show feedback from participating businesses indicates that trade show leads are better than those made through cold calls[[In-content Ad]]