How to Make Home Show Marketing Work for Your Painting Company

The local home show is quickly approaching, and you're all signed up for a booth. But do you know how to get the most out of the home show experience? What is your marketing game plan? Do you have a plan? 

Whether you're a first-timer or have been attending home shows for years, it's never a bad idea to revisit your strategy and, if necessary, revamp it. After all, there are few better places to pick up new clients. You'll be surrounded by homeowners, many of whom are actively searching for a painting contractor. In this case, you don't have to put much effort into searching for new business -- your target audience is coming to you. And if you play your cards right, you could walk out with hundreds of new leads. 

The trick is knowing which tactics and materials are most effective. It's not enough to simply purchase a booth and show up. You've got to make your booth stand out among the competition -- which can be hard to do, especially when consumers have a long list of different painting companies to choose from. 

But have no fear. These are some ways that you can guarantee success at your next home show.

Before the event:

• Secure a good location. Often, when you're signing up for a booth, you'll have the chance to indicate where you want that booth to be located. Try to choose something that's in close proximity to complementary services, but away from your direct competitors. You'll also want to look for opportunities to stand out. For instance, pick a space near the entrance, or next to the food court. Though many of these prime spots are reserved or are taken well in advance, if you sign up early enough, you might just luck out.
• Prepare your materials. Once you've signed up for a booth, your next move should be to start getting your resources together. This includes marketing materials, such as pamphlets, pens, magnets, and anything else with your contact information on it that people can take home with them. Not to mention, free stuff is a great way to draw people in. You should also bring a banner or some other eye-catching display piece, as well as a sign-up sheet where attendees can leave their contact details.
• Hold a training session. Working a home show is like putting on a performance. As such, it's important that everyone rehearses their part prior to the event. Sit down with your team and discuss who will have what role and what their lines should be. This will help things run more smoothly on the day of the show.
• Get there early. When the big day arrives, try to get to the venue early so that you have ample time to set up and get a feel for the atmosphere. Get in contact with the event coordinators several days beforehand and find out what time they'll start letting people in. Odds are, you'll appreciate the extra prep time, and you'll be more relaxed if you're not rushing to get things together at the last minute.

During the event:

• Make conversation. As mentioned, this is an excellent opportunity to pick up new prospects. And a big part of doing that successfully is talking to anyone and everyone. Strike up a friendly dialogue with anybody who lingers at your booth. Ask how they're doing, find out if they're currently seeking a painter, and offer to provide more information on your services. Some contractors are content to sit at their table and let people come and go, confident that those who are interested will leave their contact information. But the truth of the matter is that potential clients will be drawn to contractors who are sociable and eager to help. A warm demeanor can go a long way towards convincing leads that you're the right one for the job.
• Be professional. Have fun, but remember that this is a work function. Your team should look polished and professional at all times during the event. Encourage people not to sit down or eat at the booth, and ensure that everyone is wearing company shirts or some other attire with your name and logo on it. This will make you look more "together", and it'll separate you from your less organized competitors.
• Offer incentives. Whether your goal is to get contact details or schedule painting estimates, give an incentive for signing up on the spot. One good strategy is to offer a coupon for a certain percentage off your services if someone signs up at the home show. By presenting attendees with a deal that's too good to pass up, you'll get more visitors at your booth and, most likely, a lot of new leads.

After the event:

• Follow up. Your work isn't done just because the home show is over. Once the dust has settled, it's time to start making phone calls. Go through your list of contact info and start calling and emailing your new leads. If you'd like more tips on handling this part of the process, read our blog post to find out more about how to manage prospective customers.
• Start planning for next year. Now that you've gotten the full home show experience, you can use your knowledge to begin planning for next year's event. Think about what worked well and what might need to be improved. Maybe a different location would have better suited your company, or you could have used more promotional materials. You can put this insight to good use by writing it down and incorporating it into your future home show strategy.

Have some good ideas for successful home show marketing? Share them below!

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