Meeting, networking – trade fair exhibitions really are targeted
A trade fair exhibition is the perfect chance to meet existing clients and prospects to promote your business. You can use this time to build business relationships and generate new leads. Here we will look at a few ways in which you can maximise the opportunity to ensure you get the most out of your exhibition.
Deciding which exhibition to attend
It is vital to do your research before signing up for a trade fair exhibition. You need to establish whether it will be well attended and if it is aimed at your target audience. If customers that will be interested in your products won’t be there, then it won’t be worth the investment.
Once you have chosen which trade fair exhibition to attend, you must plan your display and get everything you need organised well ahead of time. Think about what you want to get out of the event and set yourself achievable goals. You can then design your stand accordingly.
Attracting visitors to your stand
Bear in mind when designing your stand that you will be competing for the visitors’ attention. Make sure your display stands out and catches the eye of potential customers. Be consistent with your brand message throughout your display material to make your company memorable. You could even include an interactive game to entice customers to pay your stand a visit.
Tell people about the exhibition
Draw customers to the exhibition itself by letting them know that you will be there. Add a message to your email signature so anyone you email before the event will be aware that you will be exhibiting. This includes existing customers and any prospects for whom you have contact information. You may be able to get hold of a list of pre-registered attendees from the event organisers, so you could also alert them to your intention to exhibit.
Brief your team
If you are taking a team of staff with you, make sure they are fully equipped with information about your company and products so they don’t appear inexperienced when talking to potential customers. This will ensure that the company as a whole looks professional.
Follow-up potential leads
Your work doesn’t end when the exhibition has finished. Make sure you follow-up any potential leads to ensure the highest possible conversion rate. During the exhibition you can organise the contacts you have met according to their likeliness to do business with you. This should be done discreetly so as not to insult potential customers, but it will allow you to contact the most important leads first.