By Sue DiFranco
Copyright © 2001 Sue DiFranco/Fun Facts Publishing  

If you can afford to attend and exhibit at trade shows (and many believe you can't afford NOT to), you should definitely do it.  As Hot Off The Press's Sara Naumann expressed in Memory Marketing: How To Successfully Promote and Publicize Your Scrapbooking Business, "Absolutely we recommend attending these shows, especially ACCI and HIA! The scrapbooking industry moves at lightning speed, so anyone involved in the industry needs to keep up!" 

However, trade shows aren't the only events that can help you in the marketing of your business. Consumer conventions, crops, and retreats can also be beneficial, whether you are exhibiting or not. If you can't afford or simply don't want to exhibit at a convention, you can still use it as an advertising vehicle:

  Distribute flyers (preferably with coupons) advertising your store, online store, classes, service, or product. Check first to make sure the convention allows this.
  If you know someone who is exhibiting, ask if you can leave some flyers or promotional items (pens, notepads, etc. with your contact information) at their booth.
  Introduce yourself to exhibitors and attendees and exchange cards. Follow up with a phone call, email, or direct mail piece. 

Large crops and retreats can also be used to your business advantage. If you are attending for fun (and you should - remember, all workaholics deserve some "play" time too!), mention to others what you do for a living. If they are interested, give them a business card or other promotional material. 

Also, try contacting the retreat organizers and ask them if they will be accepting promotional materials or advertising. Ask if they want donated items for raffle prizes and goody bags. Make sure your business information is included. This is a great way to get your name out to scrappers everywhere. For a list of event organizers looking for donations, check our free listings here.