In this article you will read how to use trade fairs and similar big events in your right target group for you as a power channel, and what mistakes you should avoid.
The Colleagues at Display Wizard shared the findings of their Trade Show Trends Report saying that roughly 2/3 (64%) of alltrade fair exhibitors specified the quality on the part of the visitors as their main reason to participate in the trade shows.
According to a survey by Center for Exhibition Industry Research (CEIR) the companies participating in fairs should present the novelties of their products and services whenever possible while launching them at a fair, because almost every visitor to a fair is drawn by the chance to find out something new about products and services from both established companies and new players.
The design of your stand looks lifeless and not really welcoming
Your stand at the trade fair is the first thing that counts, because this is the face of your company, the first that actually produces that very important first impression. It has to bring you pleasure, it has to look inviting, attractive, full of life and sense to the people who see it because they need to understand what your business is all about. If your Stand looks dull and not really consistent with what your company does you can hardly expect someone to come by and ask you something: people may be just smiling and passing by. If you do not have competence in preparation for a fair or, perhaps, just do not have sufficient time, make sure to get real professionals onboard whose experience and expertise will help create a stand that will have a welcoming look and will produce a nice impression.
No specific goal
Okay, you might think that the most important thing is that there is your company name on the stand and you kind of make a statement. However, stepping onto the trade fair ground without clear understanding what you what to achieve, you will face difficulty estimating what you have benefited from participation in a trade fair. What do I do (measurable and feasible) to generate maximum success from this fair?
At the trade fair
You literally attack the trade show visitors
You have definitely felt this before when you were a trade fair attendee. You are running passing by a stand, as a stand representative jumps out on you or shouts to you right from the standtrying to involve you into a conversation. This seems like an inappropriate and rather off-putting. By thaw, according to the survey conducted by Center for Exposition Industry Research 59% of fair visitors simply prefer interactive demos.
After the trade fair
You forget about Follow Up
Now, you have invested a lot of time and funds for your company presentation at a trade show in order to draw a good number of potential customers and business contacts. Yet, this is not the end of your mission. Do not hesitate to make a follow up call or send a follow up emailto make the effect last and bear some actual fruits.
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Not having a specific goal
All of us have once done something like that: spontaneously going to a trade show without any specific idea in our minds. It often leads to the trade show itself being enormously overcrowded and not giving us, as visitors, any clear results. Therefore,think meticulously on how you prepare for your visit. For instance, learning the exhibitors’ directories and schedules, and makingarrangements for business meetings with people who interest you is already a half of the battle.
During the trade fairYou involve in every conversation
It’s never going to stop: the exhibitors that are pulling visitors to their stands in a really obtrusive fashion and are sucking them in boring conversations. Treat your time with common sense because your absorbing capacity is not unlimited. Learn to cut short such attempts, while the same time staying polite and saying something like “No, thanks, I do not really need it right now”.
Conversation is all about what the exhibitor has to offer
No doubt, there are many products and services that are really awesome and worth talking about. But remember that the goal of your visit to an active trade show visitor is not only to update yourself on all the novelties but also to try selling what you have to sell, in other words, letting people know about you and your company. If in the course of conversation the exhibitor keeps talking about their own business attempting to sell you something, then feel free to intervene (politely and with common sense) and skillfully drive the course of the conversation leaning your side, logically connecting the exhibitors products and services to the context of your company’s activity.
After the trade fair
You forget about Follow Up
Apart from the tickets you pay for to visit a trade show, you also invest your time to get to know your potential customers and partners. Do not make people you get acquainted with wait for your follow up call for too long, because, as is known, procrastination brings loss.
The range of activities that you undertake in terms of trade shows participation belongs to the area between the top of the funnel and top and the middle of the funnel.
The purpose here is related to the marketing activities which have the capacity to draw attention of potential customers to your company and solutions you offer through your products.
Trade show marketing does not typically generate a strong stimulation/encouragement to buy as compared to sales activities themselves.
As soon as the activities related to the trade show marketing are comprehensible in a broader context, in the course of time the effect will increasingly enhance through its influence on other channels.
When you create your brand portfolio by the channels and campaigns, then all the steps of your brand community building will typically serve its main purpose, which is to help your brand image seeds to mature in the minds of your customers.
In conjunction with the nets thrown and spears aimed with precision this channel works at its best.
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