In the Spotlight: Trade Shows and Conferences

Over the last two months I’ve been spotlighting nine different marketing vehicles you might want to consider incorporating into your marketing strategy as a coach, solopreneur or virtual entrepreneur. They all are valuable in terms of enhancing your visibility and building connections with prospective clients. If you haven’t seen the past posts, be sure to check out those in podcasting, speaking and also product development.
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Today’s post takes us into the marketing landscape of conferences and trade shows. Depending on who you work with you might consider this one strategy or two.
Trade shows are still very common in larger urban centers and can provide a valuable way to “get out” in front of prospective clients and most importantly have conversations with those who could benefit from your skills.

Trade shows can be an expensive investment for larger events so you might want to consider partnering with others to show case your skills or thinking about another way to provide support. For example, could you sponsor a meal, insert something into tote bags, sponsor a lanyard.

Like other strategies, being clear on your intended purpose – to build brand awareness vs. have conversations with those who you serve - is key for choosing the right vehicle and strategy.

Related to trade shows is one of my favorite approaches – conferences. Conferences are an amazing way to connect with your clients and showcase what you have to offer if you enjoy speaking. Building in time to attend other sessions while you are there can also provide invaluable insights into what is truly important, topical and emerging for your client group.

If you are considering speaking at conferences, consider:

1. Where do you want to speak?  (Think: where do your clients attend)
2. What is the timeframe for submitting a proposal – not some proposals have a 9-12 month lead time?
3. What cost will be associated – consider travel and time out of office?
4. How many people attend? What is the average size of presentation room?
5. What would your clients want to learn about?
6. What do you want to showcase?

​Conferences can also provide the value of supporting your ongoing professional development. Consider how you might cover both off at the same time by attending, and speaking at, a couple of conferences in the next year.
 
As we round out this series, what are your next steps around marketing? What time have you earmarked for this?

Best,
Jennifer

​Jennifer Britton, PCC, CPCC
Author multiple books including the Coaching Business Builder Workbook and Planner (2018), Effective Group Coaching (2010)
Potentials Realized
Phone: 416-996-8326
Check out the #90DaysPlanDoTrack series of daily prompts for your work and business over on  Instagram @CoachingBizBuilder.