7 Tips for Selling Products at Events, Shows

7 Tips for Selling Products at Events, Shows

7 Tips for Selling Products at Events, Shows. When online sellers step out of the office or warehouse to set up shop at a sporting event, a fair, or a similar show, those businesses have a good opportunity to earn new customers and generate sales. For retailers, the aim will probably be one or more of these four: Sell products, Earn profit, Collect email addresses, Associate your brand with a cause or organization. For example, if your purpose was to sell products, you would be sure to bring enough inventory. You will need to meet state and municipal requirements for retail sales and for sales tax collection. You probably won’t have the room, but you can make it easy for folks to access your full catalog. When a shopper asks about a product you don’t have on-site, show him the item on your website and help him place the order right then and there. You want to present your products and your brand in a way that conveys your value. If you sell high-margin items, consider offering a gift with purchase. And don’t be afraid to make subscribing to your email list a requirement of participating in the drawing.

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When online sellers step out of the office or warehouse to set up shop at a sporting event, a fair, or a similar show, those businesses have a good opportunity to earn new customers and generate sales.

“On-site activation” describes this act of getting out of a company’s normal sales channel, if you will, and selling directly to customers at an event or conference.

Business-to-business suppliers do this sort of thing all of the time at trade shows and conventions, but on-site activations are also an opportunity for retailers selling to the public.

If it is helpful think of on-site activations and sales as part of omnichannel commerce. The term “omnichannel” is often applied to retailers selling in a traditional, physical store and via electronic channels like a website, a marketplace, or, perhaps, a mobile device. But the concept of selling in several channels could be applied to an online store setting up a temporary shop at the county fair, too.

It is also worth mentioning that on-site activations can be very profitable. As an example, one brick-and-click retailer in the northwestern United States will participate in more than a dozen on-site activations in 2017.

This brick-and-click retailer set up a large tent in a gas station parking lot across the street from one of the largest rodeos in the northwestern U.S.. This on-site activation should attract several hundred shoppers.
This brick-and-click retailer set up a large tent in a gas station parking lot across the street from one of the largest rodeos in the northwestern U.S.. This on-site activation should attract several hundred shoppers.

Some of these events — like a 10-day sale at a regional fair or seven days in a tent across the street from a nationally recognized rodeo — may generate $100,000 in sales or more.

Have a Purpose

Whether your on-site activation is at a local high school wrestling meet, the nearest Spartan Race, or the San Diego Comic-Con, you need a reason to invest.

For retailers, the aim will probably be one or more of these four:

  • Sell products,
  • Earn profit,
  • Collect email addresses,
  • Associate your brand with a cause or organization.

Your purpose will inform your planning and activation. For example, if your purpose was to sell products, you would be sure to bring enough inventory….

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