Exhibit Wisely
Consider exhibiting at a few trade shows as a way to grow your business through development of new connections. In an issue of the Arizona Small Business Association’s (ASBA) magazine (www.asba.com) business development director Sandi Ahrens talks about how to do that wisely.
“If you plan wisely, pick shows that attract your target audience and take full advantage of your time at the show,” she writes. “It’s possible to get back everything you invested and more.”
She cites a 2012 survey by the Center for Exhibition Industry Research that shows small businesses employing one to 99 employees account for 61 percent of exhibiting companies. The study also shows seven of ten trade show attendees plan to buy one or more products at shows and a majority of attendees, 94 percent, have net buying influence in their companies.
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