Business Advice Centre

Tuesday 23 September 2014

Will exhibiting at shows help my business or waste my time?

Problem Solver with Fergal Quinn

Published 24/07/2014 | 00:00

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Fergal Quinn
Fergal Quinn

I run a nursery and specialise in shrubs and ornamental trees. We sell to retailers and other businesses and I wondered what the merits would be for us to exhibit at consumer shows like the recent Bloom event, as we have never done this in the past?

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Fergal Quinn replies: It all depends on a number of factors. If you have a brand on your product that goes directly to the customer, then I would say that there is every reason for you to be at this type of show.

The primary reason for doing consumer shows is to help create brand awareness so that the customer gets a better understanding of what your business is about, and then seeks out your product in the market place at a later point.

Usually at these shows, you have the opportunity to sell directly to the public also and typically this brings in enough revenue to cover your cost of being at the show. Of course this means that the cost associated with being at many of these shows breaks even.

During my time in Superquinn, our buyers always attended trade shows. However, I was an advocate of sending them to consumer shows as well as we very often picked up new emerging products and trends.

You could well meet some interesting trade buyers at these consumer shows, which is another compelling reason to attend.

Consumer shows can also present a great opportunity to catch up with journalists and other industry influencers who tend to go to these shows looking for new story lines. My advice would be to pick one of these shows to attend as a trial then measure its effect on the business.

Do you have a problem with your small 
business? Emai Feargal at 
problemsolver@independent.ie

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