I can speak for the vendors' side of things I suppose....
As a dealer/engine builder walking a trade show, we go to meet manufacturers and distributors, see new importers and manufacturers that we hadn't heard of previously, find out what's the latest greatest on the market, meet/greet folks that we only ever get to hear their voice on the other end of the phone, negotiate pricing, and more.
If we set up at a show, it's often just the same as above, but as a supplier. We also spend a fair amount of time with our customers, again many whom we've never met face to face. It's always a pleasure to meet folks first hand at events like these. Now, if it's a retail event, we do well to not only show products that best represent our company (ie race-ready Lo206 packages), but to also bring items that are expensive to ship (ie kart lifts, sets of tires, oil, bodies, engines, etc.) Now, we also do well with many small items that folks like to pick up and carry through the show (ie bolt-on engine items, shiny billet parts, anodized wheel hubs, and the sort.) Stuff with "bling" that folks get excited about seeing first hand and pick up as impulse purchases.
If, after the end of the day, we realize that we barely made enough profit to cover the show expenses, it's not to be worried about. The purpose of a trade show is to gain valuable exposure for your brand/name. The phone always rings after a good show, whether or not the day itself was profitable or not. Many times the connections we make with current customers or even future customers come to fruition over the phone in the days following a good show. This is where you BUILD relationships and your business.
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Thanks and God bless,
Brian Carlson
Carlson Racing Engines
Vector Cutz
www.CarlsonMotorsports.com
27 years of service to the karting industry
Linden, IN
765-339-4407
bcarlson@CarlsonMotorsports.com