When should I plan for the home show?
Before you know it contractors will be in the midst of the winter and spring home show season. Typically January through May is the main season for these major home shows. Most contractors don't start planning for the home shows until the end of the year or week before the set up. If this describes you then do yourself a favor a don't waste your money, stay home. Improperly planned trade shows will cost you thousands of dollars in wasted time rushing to put everything together, missed lead opportunities, stressed out staff, the wrong type of lead and more.
The time to start planning for your home show is 5-6 months before you go. You need to plan everything down to smallest detail. You only have 3-8 seconds to capture the interest of the homeowner. You need to determine if the show is right for you. What are your goals for the show? How many leads do you want? Who will set up and take down the booth? Do you have a professional looking booth? Do you have a booth? Who will work the show and will they know what to stay? What is your message?
If you don't have experience planning for trade shows you can hire a trade show expert. In my coaching business I see so many contractors who just shoot from the hip when it comes time for a show. Last year I spoke to a contractor who the week before a major Boston Trade Show said he was going to jump in and do the show. His partner and himself spent three days the week before running around getting stuff for the show. They stopped all their jobs to pull it together. Then they worked the show themselves with no literature, no strategy, unprofessional looking signs and booth and a notebook to take prospect information. I saw them a few months later and asked them if they did well. They said they got one small job that they broke even on. Do the math; 6 days for two owners at say 600.00 a day, the cost of the booth, 2000.00, crappy signs and one sloppy handout, 400.00 and a couple dozen leads of clients they didn't really want to work for leading to one job that didn't even generate a profit! Estimated cost to run 20 leads in an area one hour from their home base, 80 hours or 10 days at 600 per day. Hours for each to work the show; 64 hours or 8 man days at 600.00 per day. Add it all up and you get a whopping 3600.00 +2,000.00 + 400.00 + 6,000.00 + 4800 = $16,800.00!!!!!!!!!!!! Now this is what they told me however I suspect they lost more due to stopping their jobs and dealing with upset customers. Adding insult to injury they told me they ran a yellow page add earlier in the year for their company for 12,000.00 that didn't generate one sale.
So are you going to plan for your home show?
If you need an trade show expert check out EXPOVANTAGE
and speak to Jason Kallio. He does a great job and will save you thousands.
Mark Paskell
"a coach for residential contractors"
The Contractor Coaching Partnership
www.thecontractorcoachingpartnership.com
http://www.expovantage.com
