In its 40 years in business, the productive PROMOTA member has had the opportunity to attend many trade exhibitions and firmly believes that trade shows can generate new business.

Director Haydn Willetts says: "As a strictly trade only supplier, we greatly value the opportunity to exhibit at trade shows because they help maximise the number of distributors we can market our products and services to. This helps to improve our market penetration in terms of customers and also turnover."

Before attending each show, the company thoroughly researches the event, considering its location, how many distributors will attend, and also which of its competitors will be exhibiting.

Over the years, Mid Ocean Brands has discovered first-hand the many benefits that can be gained from attending trade shows. The first of these is to help successfully launch new products. Last year, Mid Ocean Brands launched over 500 new products at the trade shows it attended. The company launches collections biannually, so shows provide the ideal platform to generate sales and increase interest in the new products.

Other benefits include making valuable contacts, seeing an improvement in sales, and gaining a more personal relationship with its customers. Following on from this, Willetts says: "Attending these types of events makes you more aware of the current and proposed market trends - something that is always good for business. They also allow you to see what your competitors are offering the market, and this allows you to set yourself as a benchmark against them."

After every trade show it attends, the team at Mid Ocean Brands produces a report to evaluate the numbers and the quality of the customers that it has seen. This also lets them analyse the return on the investment made both initially and also further down the line, when follow-up contact has been made with the new customers.

Willetts advises those planning to attend shows in 2008 to ensure the team representing their company is well trained in terms of the purpose of the exhibition and what tools are available to help the company achieve its objectives.

He adds: "Ensure you remember your reason for attending. Essentially this will be to generate new business, so use the little time you have there wisely, and I am positive you will discover that there are many rewards to be gained."

Mid Ocean Brands will exhibit at the International PROMOTA Show 2008, February 19-20

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