You’ve decided to take your small business to the next level and put up a website. The site is beautiful, interactive, and ready to greet any number of visitors. You wait for orders to roll in while you sleep…..and wait ….. and wait. In a fit of panic, you subscribe to that "site optimization" service promising to push your website to the top of every search engine known to mankind. After spending a few hundred dollars over the course of a month, you continue to wait for visitors, sales and a return on your investment.

What did you do wrong? Nothing - the internet environment is now a crowded one, with literally millions of web pages cropping up overnight. On top of that, too many internet "businesses" are nothing more than scams and schemes. So how does a legitimate entrepreneur set him or herself apart from the herd?

One way to generate a steady stream of traffic for your site and gain credibility is to become a vendor at trade shows and conventions that appeal to your chosen markets. Every special interest group, from Persian cat breeders to Star Trek fanatics to orchid growers, hosts at least one convention each year. One of these events can draw several hundred visitors, and vendors gain visibility within these highly targeted audiences with ease. Furthermore, these events offer potential customers the opportunity to touch, see, and feel the merchandise your site has for sale - customers know what they are getting when they buy, which makes them more comfortable with the sale, and more likely to return to your site when they want another widget. Finally, being on site allows interaction with the marketplace, and this can offer insights into what is in highest demand from the people you choose to serve in your business. Trade show vending is a handy tool both for advertising your business and website, researching your market, and networking with other business owners with whom you may be able to establish strategic partnerships.

Getting Ready

Taking your business on the road can be hectic, but advance planning and preparation are instrumental in creating a stress-free event.

Most events offer a 6 or 8-foot table as part of the booth space; shelving or other vertical display materials are the vendor´s responsibility. Likewise, if the display requires electricity, placement near an outlet may require a special request and a premium added to space rental. If the event is being held outdoors, a vendor may need to provide a portable generator.
A table covering makes the display area more attractive, covers up the often-marred tabletops, and helps hide inventory, tote bins and other items that vendors need to stash somewhere. Table coverings range from tissue paper to vinyl or cloth tablecloths. I prefer the vinyl tablecloths, because any spills or stains are easily wiped off and they are durable. Moreover, ultra-discount outlets often carry a number of these at the end of picnic season for very low prices. Pick up one or two at a bargain; they last for several years, can be stored folded and be used at the event without requiring ironing to look good, and clean easily with any mild kitchen spray cleaner and a sponge.

Supplies such as a cash box, receipt pad and bags or boxes are easily obtained from office supply stores or discount stores. However, vendors may choose to personalize their receipts and bags by printing the company name, telephone number, website and/or logo on them; a trip to any commercial print shop can help with this task. There needs to be a lot of lead time for any custom printing to be done, so don´t put pressure on either the print vendor or yourself and wait until the last minute.

Finally, durable totes that are stackable, easy to pack and carry are essential. These can be used to store inventory as well as for taking it to the convention. Although it seems that the bigger the tote the more efficient it is, keep in mind that you will be loading these totes into your vehicle, unloading them from your vehicle, and carrying them to and from the convention area. Smaller may be more easily carried and less of a strain on the arms and back. A dolly or hand cart may also be useful for transporting bins of merchandise.

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