You have decided to exhibit and that’s great! But is that enough to achieve success? Most certainly not! Here’s a few tips from us to ensure you’re at the top of your game.
Be sure to have very clear objectives. You can break this down into daily objectives or overall event objectives. Objectives can range from how much you want to achieve in sales (monetarily), how many business cards you will collect from “good prospects” in a day to the number of follow up meetings you will confirm.
Trade events account for 9% of marketing budgets, but return 23% of business. (Source: eeaa.com.au)
Whatever may be the end goal, this will help you measure if an exhibition was worth your investment. If the exhibition was one that proved lucrative for your company, it would be worth setting aside a budget to make sure you are represented at the next one too. Many event organizers offer you a cost benefit for re-booking for the next year well in advance. Setting objectives helps you decide on your participation in the next event and booking ahead of time can sometimes save you a bit of cash!
As organizers of some of the biggest trade events in the region and years of experience of dealing with exhibitors, we assure you not everyone is using all marketing opportunities provided by event organizers to its full potential. Credible exhibition organisers will have packages of paid and sometimes even free marketing tools that you can use to promote your company. Be sure to enquire with them for any benefits that are offered exclusively to exhibitors and use these to promote your brands.
(P.S: if you are exhibiting with us: View our free marketing tools for exhibitors only)
Most exhibitions and trade events organize lectures, workshops and seminars on the days of the event. Although not always possible, you have the opportunity to express your will to speak at these seminars. Given the opportunity, don’t use this as a sales pitch as visitors are usually quite put off by the constant salesy (sales pitch) lectures. Instead, provide valuable information and insight that is purely content based. This puts you in a position to pose as an influencer and opinion leader. People will remember you for the value you provided at your session and the questions you addressed. The company you represent gets marketed indirectly and people in turn have a better recall for the brand too.
Know which exhibitors are going to be present, understand the audience that are going to be visiting, invest in good signage and artwork that represents your brand, make it impactful, shoot out press releases about your company’s presence at the show and always have a plan. Your sales staff should be well trained and informed to be able to deal with all onsite queries. Additionally, getting in touch with media partners and journalists, providing on-site interviews and high resolution images could have a great positive impact on brand building and creating awareness.
Exhibitions can get extremely busy when potential visitors and key buyers have limited time within the event days. Following up on show floor conversations with an email and telephone call is essential. This will promote good business relations, show your proactive approach and keep communication on with potential clients.