State and regional trade shows, a huge small business marketing opportunity, usually overlooked.

We all know all about the national trade shows that many of us attend. Frequently we make the significant investment required to attend and display as an exhibitor, hoping to connect with distributors, chains, significant stores, create broker relationships, etc. It is a huge opportunity to make a national presentation and impact. Usually it is a disappointment as it is very difficult to be noticed and taken seriously if you are an unknown trying to break into the national scene at a national trade show.

However most business owners wanting to make a national impact seldom if ever consider the state and regional trade shows as an opportunity and most frequently choose not to display or even visit any state or regional show outside of the possibility of  attending their own state or regional show, but never anywhere else.

Its a mistaken notion, and a huge opportunity if you consider the following.

First of all, its absolutely true most state and regional trade shows are a little lame. Only a hand full of exhibitors display and while most major players in the state or region do appear its mostly a social event and little business is done, but everyone in the state or region does show up.

Usually its a low impact event as there is typically significant communication and service between the participants and the attendees all year long, so the local or regional show acts more as a gathering then a place to do business, for most, but not so for the savvy few who understand the potential.

The major national players, the huge impact players typically only show at the national shows, as they are way to big and important to show up at state or regional show so the state and regional shows are really owned by the state and regional players.

One final point, state and regional shows are typically very inexpensive and last for one day.

I say what a  gigantic opportunity to make significant inroads and a huge impact on the exact market you want to penetrate, and few ever see it this way.

Here is another view of this amazing opportunity: Lets assume you are a smaller manufacturer, distributor, importer, whatever you may be and wanting to do business nationally. If you make the huge investment to travel, attend, bring a few sales people, exhibit and pray you attract enough business to break even at the national event, as the large players the national stars monopolize and dominate the national events.

It is extremely difficult to break into the lime light in a national show if you are not a nationally known and well established company.

But at a local or regional show it quite a different situation all together, and what an opportunity it is.

First, attending a state or regional show outside of your state or region makes you extremely unusual, as few if any national players even small ones from outside of the region or state ever show at the local or regional shows. They are too small and generally ignored. Thus you can play a high impact role as you may be one of the only exhibitors from outside the region that cares enough to show in a local or regional show.

This creates a huge opportunity as all of a sudden your in the limelight, or better said you are the limelight and you have every ones attention as you are the only new displayer at the show. The only one who know one knows and everyone will be at least a little interested to see what you are showing and what you have to say. You will experience a huge advantage just because you showed up.

Better yet you will be able to speak with any distributor, chain or store in the state or region as you will be the place to go. Why not sponsor the lunch, or be the key note speaker, or do whatever is offered to stand out further and make it clear you are here out of deep respect for the state or regional association and market area. How flattering, they almost have to do business with you.

In addition you can socialize, create relationships and hang out with the state and regional big dogs… as you are the only out of state national player, even if very small and undiscovered, to show up and demonstrate  commitment to the local market.

If you have a broker he will be in heaven as he will use your both as a hangout and will drag every important and interesting contact in your booth to meet and greet you and get to know you and yes business will be done, maybe not on sight but the impact will result in business.

If you want to pick up a broker for the state or region, they will all be there and will flock to your side like flies, hovering, bringing business and wanting to represent you, you are the new action.

Its very low cost and a huge impact opportunity and only one day long. Its being the big fish in the small pond. So what would happen if you did the California, New york, South East, New England, shows. It would probably result in a huge and successful marketing strategy resulting in far greater impact then any other startegy you could devise, and at the lowest possible cost.

The large players in the state or region will know you, do business with you and open doors for you as you  have gone were few others bother to go…to the local and regional shows. Its a terrific strategy that will yield huge rewards.