Shel Horowitz's Monthly Frugal Marketing Tip, May 2007

(Shel Horowitz's Frugal Marketing Tip, June, 2002)

I've talked in the past about the huge benefits of attending, but not exhibiting, at well-chosen trade shows. (Of course, there are many benefits from exhibiting as well--but from a frugality standpoint, walking the floor is a whole lot cheaper.)

If you do this, you need to be prepared. Here's a checklist of essentials:

* Comfortable walking shoes--absolutely critical-some people even bring two pair and switch every few hours

* Lots and lots of business cards; you want enough not only to give to any important contacts, but also to drop in all the fishbowls where exhibitors are giving things away

* A leave-behind--with full contact info--about each of your products or services (small quantities here; you want to be selective). As a book author, I just got back from a big publishing trade show where I brought 10-20 each of:

- A handout with the cover, table of contents, and sample section of Grassroots Marketing (purpose: secure interest in foreign rights and/or bulk corporate sales)

- A smaller handout showing a cover mockup for the first in a new series of books I'd like to write, along with a brief blurb on my credentials (purposes: generate interest from a publisher or co-publisher, sound out bookstores and distributors about whether the idea seems viable)

- A one-page handout with brief summaries of my wife's three unpublished novels--and a private webpage where an interested publisher or agent could read an excerpt.

* A sandwich--show food is usually both overpriced and awful (though with some judicious planning, you can munch at some of the booths, instead)

* Pen and paper and/or a Palm Pilot or similar PDA (you'll definitely want at least a pen so you can annotate business cards and know who needs follow up, of what type, and in what priority).

* Empty envelopes to organize those annotated business cards Any special needs items such as reading glasses, computer glasses, distance glasses, medications, and so forth.

* A few band-aids, a sewing kit, possibly a water bottle (though most exhibit halls have at least a few fountains), napkins, etc.

* While exhibitors are sure to give out bags, you may want your own: something durable and attractive, with a shoulder strap and several compartments.

* If the show allows it, a rolling cart to lug all the freebies you'll acquire (check on this ahead of time, or you'll end up having to store your cart in the checkroom--yuck!)

Have a fabulous show!

Thank you reading this back issue of Shel Horowitz's Monthly Frugal Marketing Tips, published every month since May, 1997; please click here to view the complete archives, grouped by subject. Shel is an internationally known copywriter and marketing consultant, author of Grassroots Marketing Getting Noticed in a Noisy World, Principled Profit: Marketing That Puts People First and several other books, and creator of the Frugal Marketing web site. Please click here to contact Shel.

Thank you reading this back issue of Shel Horowitz's Monthly Frugal Marketing Tips, published every month since May, 1997; please click here to view the complete archives, grouped by subject. Shel is an internationally known copywriter and marketing consultant, author of Grassroots Marketing Getting Noticed in a Noisy World, Principled Profit: Marketing That Puts People First and several other books, and creator of the Frugal Marketing web site. Please click here to contact Shel.