Trade shows and related events are important methods of promoting your business, obtaining new contacts and also to learn about new technologies that may influence you going forward.

Recently we interviewed one of the leading heating spares suppliers about their recent trade show event.

What are your goals in exhibiting at the trade show, and how successful would you view the event?

We usually have a number of things we like to achieve at the show, firstly it’s an opportunity to promote our company across the heating industry and branch into the renewable energy market. It’s the chance to meet other heating professionals and helps identify influential people and market trends. Secondly the event offers us the chance welcome visitors and to speak to our suppliers and competitors alike, to understand the market and the new innovations, products and promotions that are in the developing marketplace.

Did you have any challenges in organising your exhibit or with the event itself?

Organising an event like this can be quite traumatic, but the organisers catered for our needs very well with and we try to keep our stand as uncomplicated as possible. As long as everything gets there in time and we have plenty of catalogues and give-aways we’re ok.

Shows are an excellent opportunity to meet face to face with industry executives, people in the trade, also to establish ongoing relationship and service existing relationships.

Have you found it easy to develop any new relationships during the event?

It’s very easy to talk to people at these events because every exhibitor/visitor comes with a reason to listen. Time is precious especially at this key time of year for the heating industry, therefore everyone is receptive to each other, as everyone their wants to gain a return on their investment.

Did you have any interesting questions asked you would like to share?

A few as always. Launching a new range of products this year, we had many interesting questions regarding our connecting flue pipes from European chimney flue market leader Poujoulat.

You often hold a competition at these shows to support your exhibit, have you done so this year and if so what has been the reaction?

Yes, we held a competition. We have filled an 18 litre water bottle with Danfoss nozzles and asked everyone to guess how many. 589 was the actual number, and a cracking guess of 580 won an Anton gas analyser set.

Studies have shown that trade show leads are often not followed up as effectively as they could be. Do you have any tips on how to maximise the potential of these valuable leads?

We follow up all leads religiously with a few days of the show, you need to strike why the interest is still at the front of people’s minds, and already this year we have seen the rewards.

In conclusion, what do I think a trade show is about?

The answer, it seems to me, is marketing your business and obtaining new marketing leads. Delegates are there to provide their details to exhibitors that interest them and Exhibitors are there to collect them. If you are thinking about exhibiting at a trade show in your industry sector make sure you have a strategy to obtain new leads and ensure you follow them up after the show.