Ep 85 – Choose Your Trade shows Wisely

The Marketing Drive

Short marketing message that you can use right now!

Welcome to Episode 85 of The Marketing Drive with Chris Doelle.

You need to make sure you choose the correct trade shows for your business to get the best bang for your buck. Going to all the tradeshows is not the best way to get your name out there.

This show is so named because I record it unscripted and unedited on my commute to work. When an idea pops in my head, I hit record. You get my off-the-cuff take on anything related to marketing your business. Be sure to send your show ideas and questions and I will use them for future shows!

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TRANSCRIPTION:

Hey everybody welcome back to the Marketing Drive, I am Chris Doelle and this is the show where I use my commute time to talk about one actionable marketing idea, one thought, one tip, one trick, one new thing to clean out maybe a new angle on an old thing…just to show you information that can help you in your marketing. Today, I wanna talk about trade shows and not even just trade shows, expos you name it. Any place that businesses display. There’s a lot of separation between entry-level expos or trade shows and the high-end ones…the high-end industry standard one that are held at convention centers and big locations. At the low end, we’re talking about somebody’s backroom where they have 4 people setup with tables, where they come and they maybe list things that they usually make or cupcakes or lawn-cleaning services and stuff like that…versus a very high-end true trade shows. And a lot of times people think, I should just be out there, I should go to every one of these as I can. And I guess my focus to is to choose places like these wisely. I was at one yesterday and I just happened to be at one; I was speaking at this location…we did a half-day seminar and then immediately following that was a they call it a small business expo. It was one of the, literally, where they a dozen people sitting around the room with tables selling things. And, you know, I know I sound like I’m being very nose in the air here, right…very picky saying “Oh, this isn’t good enough”. If it wasn’t for my business, this is a great setting depending on the type of business you have or the type of services you are. At this location, the first 15 minutes, it was vendors selling vendors. After a while, people started dribbling in but the first one that dribbled in, the first “customer” was actually somebody selling T-Mobile services in small business. A perfect audience for him, he wasn’t there poaching basically, he didn’t showed up as a customer, he wasn’t there to look at what people had to say up, he was there to sell his service because he knew there would be a dozen small businesses there. My business requires companies to have more money than that and I know it sounds very hard so I’m like “No, you don’t have enough money to talk to me”. But to do what I do to do marketing at the level that I perform my services at, requires you have a budget. So if you don’t have an actual budget, if you’re trying to spit chewing gum and bailing wires together and hope and pray that you make tomorrow’s sales so you can pay today’s bills, you probably are not good for me, you’re not a good fit for me. And I know it sounds very conceded, right? When I say it out loud, it sounds conceded but I say it not to say I’m better man for that client, what I’m saying is that for me to perform my services well it takes some money. I did not mean money in my pocket. It’s money that has to be fat to get the results. So, I think it’s better for me up front when I’m talking with somebody and say “Yeah, here are some other options, maybe you can try these, and I’m probably not the best fit for you.” And that’s what I’m saying with these trade shows and expos is to pay attention to where they at, maybe hopefully you know somebody who’s been to this event before and you can say “Hey, give me an idea, what kind of people show up there”. And save yourself some time, if what it is you’re selling requires a well-clear planned out. And again the way it comes out, it sounds like I’m being disparaging on truly small business. I’m not, that’s not how I get my start, was a truly small business. My first several businesses were literally right out of a garage or a dorm room and you know it was all smoking ears and just begging and trying. So I get it but I couldn’t have…some of the vendors I have today, services that they provide me, I couldn’t have afforded them then. And I tried, it would have been bad for my business, it wouldn’t been successful for their business, so they wouldn’t have a success story. So I’m liking it back to…I’m dating myself here…Pat Riley used to coach for the Lakers. Yes, long before Phil and Kobe and all of those guys. Pat Riley coached them and his true focus on everything was “know your role”. They had Kareem Abdul-Jabbar on the center, they had Magic Johnson at point guard, Kurt Rambis would come in and his job was defense and rebounds. He didn’t try to be scorer, he didn’t try to be the star, he knew his role. And that was Coach Riley would preach was know your role. When I was on that dorm room business, my role was to be a dorm room business and not try to enlist as a Wall Street financier or anything like that. Now that I reached the level that I reached after 20 years of marketing, I’m not a good fit for the stay-at-home moms who is on the side making cupcakes. I love it, if she wants to turn that into a real business, and to do some serious volume online and has the funds to put together a killer website and killer videos and has the funds to do some great branding, yeah, then we’re a great fit. But if all she ever wants to do is to sell a dozen donuts a week or a cupcake, I got a business running up already. And so no, it’s probably not the best fit. I know I went off on a little bit of tension but the focus here is to pay attention to those trade shows. Don’t go to the ones that are not a good fit for you, do a little research and choose the right one. Once again thanks for listening to the Marketing Drive. I appreciate what you’re giving me which is the rarest thing. You’re attention. We all have so many hours in a day, so much time in our lives and for you to give me some of that, I’m grateful…thank you so much. And until next time, I’m Chris Doelle, reaming you…to keep it real!

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