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January 05, 2003 at 07:00 PM
How To Make Trade Shows Work for You
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At some point in their careers most financial advisors have taken part in a trade or consumer show. For many though, it can be a time-wasting, tiring experience that yields nothing more than prospects who are searching for the highest CD rate or the cheapest term life insurance.
You need to separate yourself from the crowd and make the best of the hundreds or perhaps thousands of attendees who stroll past your wares. Follow these steps to maximize the opportunities present at these venues.
Where To Find Them. Most mid-size and large metropolitan areas host trade and consumer shows several times a year. Watch your local newspapers; contact civic centers or other facilities in your community that hold such events. They usually have schedules one year in advance. Additionally, your citys convention and visitors bureau will have a schedule.
Also, try Tradeshow Weeks online directory–that will let you sort through upcoming trade shows by industry and dates for your area.
What To Look For. Senior fairs can draw big crowds of retirees looking for financial information, but theres going to be a good chance that every broker and insurance agent in town will be there as well. So, be prepared for rate-shoppers and tire-kickers. The same might be said for “Financial Expos” that are held in shopping malls.
You need to be creative. How about targeting expos for expectant parents held in your local hospital? Attendees might see the need for more life insurance or to start a college-funding account for their soon-to-be-born child. And maybe expectant grandparents will be there too.
Health fairs can also be a good source of leads. Try to get your space next to a chiropractor, podiatrist, or health clinics booth. Frequently these popular exhibitors are swamped with visitors who want to take advantage of free adjustments or blood pressure tests.
Did you ever think about exhibiting at boat shows or construction equipment trade shows? If people have the money for boats, it stands to reason that there may also be some dollars to invest. The same could hold true for construction equipment buyers. Attendees will often be the owners or upper echelon of companies that need retirement plan and other financial advice.
