Trade exhibitions are a great chance for spreading the news about your business and for establishing contacts with firms similar to yours. Also, if these exhibitions are held in different cities, there is also that benefit of visiting new places and meeting new people, both related to business and off-business.
Now that we have stated some interesting advantages of attending a trade exhibition, it is important to stress out that going to a trade fair without a thorough preparation beforehand can turn out to be a complete fail. To avoid such a streak of events, participation in trade exhibitions has to be preceded by a meticulous agenda on the goals that are set for the exhibition.
In order to maximize the return on investment when it comes to trade exhibition, you should know what you are expecting when you come to the exhibition. To achieve that, you should contact the organizer of the exhibition and see what companies are going to attend. After you have gathered the data that could be interesting you’re your business, you should send invitations to those target companies to come and visit your exhibition booth.
Also, you should write down what you are going to exhibit at the booth, so that the other side also knows what they can expect there. Such a pre-exhibition correspondence will make your potential clients get to know about your business and maybe encourage them to give some business proposals to you, as well.
Attendees at trade exhibitions do not have too much time for detailed insights into different booths. Their attention span is quite short, mainly due to the fact that they simply do not have time for a thorough approach. Thanks to that, they catch the trade show space only with the superficial level of their visual perception. When planning on how to arrange a booth at a trade exhibition, this is something you have to know.
In order to catch the visitors’ attention, you have to give them the summary of your business and highlight the important feature to attract the attendees. This can be reached through the use of paper posters, promo materials or witty slogans that could dominate the posters at your booth. However, the most convenient visual exhibition devices are eye-catching exhibition displays. Depending on your preference, you can let one image dominate the whole display or they can serve as newsreels about your company and success that you have had recently.
It is essential that you offer your visitors a real summary of your business manners and achievements. If you keep gabbling about unimportant things, you will lose their attention.
Although a large part of business promotion at trade exhibitions can be done through direct contacts and visualization of your work through appropriate video material, you also have to hire reliable and educated staff. If members of your booth staff are recruited from the company itself, they should undergo some sort of a trade fair representing training. That combination could be the win-win one, since you will have your own workers at the booth, only with upgraded trade show marketing knowledge.
After a trade exhibition is over, you have to sit down and do the follow-up with employees. Only after you have estimated how much money you have invested and what the gains are will you be able to calculate how much of the invested money you have returned. In addition to that, you will know what to change and what to leave as it is for your next trade fair participations.
Working the trade show
Of course, all of these are just elements of a successful trade show exhibit that need to be used in the right way to achieve the most out of a trade show and to get the best return on the investment. You need to oversee your team and come up with new ways in which you can attract attendees.
You can use internet and social media to attract new visitors, by offering them deals and whatnot. You can even organize little events that will get people talking about your booth, like contests and shows where people will get amused and where they will have a good time.
In the end, it is all about the combining the aforementioned into a trade show effort that no one will be able to ignore or forget once it is done.