SOWPub Small Business Forums - Organizing/Promoting a Trade Show

> I am investigating small event promotion as
> a potential business.

> My idea is to rent a large meeting room
> (enough for 20-30 exhibitors at a cost of
> $500.) at a local hotel and organize a show
> focused on opportunities for small
> businesses.

> Potential exhibitors would include companies
> offering biz ops (Creative Memories,
> Cosmetics, Insurance and Financial Services,
> Delivery services, etc) as well as companies
> that cater to entrepreneurs (Copy services,
> Legal services and the like).

> I have some questions for the group:

> 1. What do you think of the idea?
> 2. How do I determine pricing for exhibitors
> and attendees?
> 3. How would this best be promoted (radio,
> newspapers, temporary signs, etc.)

> Regarding #3 - the larger shows in the area
> charge roughly $250.00 per exhibitor and $5
> or $6 per attendee. Given that this would be
> on a smaller scale, how should I adjust my
> pricing (if at all).

> Any advice would be appreciated.

> Regards,

> Jack Lunn

Hello, Jack,

There are a LOT of variables here that make giving you a definitive pricing answer almost impossible. Things you might consider:

1. How long have the 'big boys' been doing this on an annual or whatever basis? The longer it has repeated, the greater the demand, the more residual publicity and thusly greater turn out.

Since you are 'new' you'll need to keep your price attractive and let them know about your advertising plans to draw people in.

You might consider giving an on-going special price to your first so many participants (ie: they get a special lowered price for this event, and repeated ones, for being among the first).

2. How long is the show going to run? This often determines price to some extent. Make sure you have a stipulation that they cannot close up shop prematurely as this will doom the show and disappoint your later visitors.

3. How many vendors can you line up?

4. What is the 'interest/need' level among the general population in that area?

5. Do the prospective attendees have the resources to be able to get a business going from these opportunities? Traffic without sales/recruits is NOT what your vendors are looking for.

If it's a deeply depressed area, economically, you might consider having financing resources and small business admin reps etc available to help. People who help with grants etc might also be a good idea.

6. What provisions are there for the comfort needs of the visitors? Refreshments? Handy rest rooms without having to pay to re-enter?

7. What else is going on in the area at the same time? This can be critical. If the hotel is over-run with sporting conventions, it's bad timing for something like this. If, however, it's a seminar related to jobs or training etc...it can increase your traffic.

8. What kind of accommodations do you offer your vendors? Tables? Electrical and phone outlets? Chairs? Special advertising rates and products?

Far from definitive but some food for thought. Hope it's helpful.

Sandi Bowman