You don’t necessarily have to be an exhibitor to get face-to-face contact with key prospects.

For instance, it’s worth going to exhibitions as a visitor. You get to meet large numbers of useful people in one place. To choose the right event, contact your trade association or local Chamber of Commerce and talk to your customers about which events they attend and why. To make the most of the opportunities, it is worth planning ahead and fixing some appointments.

Another option is to create your own opportunity, such as a launch party or a product demonstration. Holding your own event is a good way to show your product or service in a tailor-made setting without the distraction of other exhibitors. You can create an event that exactly matches your needs and the needs of your target market.

Networking is an important part of the marketing mix for small businesses. You can use networking to forge productive relationships with key people. Over time, these contacts can become powerful advocates that support and promote your business.

There are many opportunities to meet the right people. Become an active participant in the local community and attend events aimed at your sector. Your local Chamber of Commerce will be able to point you in the right direction. There are also plenty of ways to network online that can help build valuable business relationships. In particular, there are sector-related groups on LinkedIn and Twitter that allow small business owners to link up with contacts, suppliers and customers.

Whether online or in person, the best way to approach networking is to be helpful, likeable and knowledgeable. That way you create goodwill, an essential basis for any business relationship.

 

Make time to attend relevant events that are running alongside the show. Speeches by important industry figures, workshops, seminars and panel discussions can be informative and attract many of the key players in a sector.

These events are ideal environments for networking. Introduce yourself — everyone is wearing a badge and is there to talk business. By taking the initiative, you can promote yourself and your business and make valuable contacts. A good approach is to get invited to receptions and hospitality suites.

To get the most out of exhibition attendance, it is worth setting specific targets so you can measure the success of the exhibition after the event.