Thursday, 19. October 2017 | by: Gabriele Schulze | Exhibit Marketing
Trade fairs have not lost any attractiveness. We mustn’t make mistakes anymore, because trade fair shows are not one of the cheapest promotional measures. Therefore, in addition to a well-organized trade fair stand, which is suitable for the brand and the message, a lot more needs to be taken into account in order to achieve a real "return on marketing investments".
Of course, there are very complex selection procedures on how to find the right fairs. They are available in numerous books and are destined for the companies who think about 400 sqm or more stand space to a large trade and consumer trade fair. But even for smaller trade fair presences one should take a few basic considerations, which are related to the general objectives of trade fairs. Ask the following questions about each trade fair where you want to participate as an exhibitor:
If you say "yes" more than 5-6 times, then you should consider the fair. If this is not the case, you either simply need more information or the fair is not the right one for your trade fair goals.
More than 80% of trade visitors are preparing for the trade fair Day intensively. They study the contents of the exhibition catalogue, search the exhibitor pages on the Internet, networks in the various Xing or Facebook groups and search in so-called "private exhibition or Congress communities" like-minded and specialists who attend the same events. In addition to the classical instruments to optimally prepare a trade show, these tools are the best ways to meet the following goals:
Ask the organiser of the trade fairs, in which you want to participate as an exhibitor, what possibilities are offered, in order to draw attention to the trade visitors in advance of a trade fair and use these instruments consistently. What is not to be missed is the marketing work in advance. The measures are:
Like almost always in marketing, a single measure is never as successful as a bundle of parallel measures. This is true before, during and after the fair. Consider which contact or contact points a consumer or trade fair has to offer next to the stand. During the fair, they consider their stand best as "runway" and the accompanying measures as pilot services, which allow as many professional pilots as possible to land with them. Promotions, sweepstakes, sponsorship and many communication opportunities are offered by almost every trade fair. Use them! The more emotionally you stage your message, the more successful you will be. A small (but witty) present, distributed at the entrance to the fair (of which the other half is only to be obtained at the stand), often works better than a contest that is obviously only on address capture. Tip: Coordinate each measure in advance with the trade fair organizer. At almost all fairs it is not allowed to send unregistered (and paid) promotion teams through the halls and aisles.
Fairs are also called "market places for the News". Why should you (or your stand) give someone time if you have nothing new to offer? If you give someone time, then the expected return is at least a pleasant, interesting conversation. And even better: the added value of a novelty that is of relevance to the visitor. Most companies find it difficult to formulate their own news, since they assume that something that has been published on their website for three months is already known to everyone. This is usually a misinterpretation. Try to focus on a new message, rather than placating a huge mountain of self-evident things. News is also:
Tip: If you don't have an exciting message, you may want to check your company's product development. Without a convincing message, a successful trade fair performance can hardly be achieved.
You thing this is an obviousness? Not even close. Take the following test three or four weeks before the fair: ask each member of your team the following and give them 30 seconds to answer the question: "Why should I buy from you and not at the neighbour’s stand?" The answers will examine the following contents:
Indifference, ignorance and the lack of ability to radiate enthusiasm are the most important ' fair success-inhibitors!
If a hotel chain with brand and wide market coverage appears like a hotel pension, you don't have to wonder about the lack of success. If a 5-star house on 4 square meters and with a shaky display and a crooked city poster goes to Customer Fang, then it is clear that the message does not arrive. If you exhibit at a trade fair, your stand design will bear the quality and image of your company. Quite honestly: Stand design is a thing for professionals. Also for a strong presence. And who is great, must not present themselves small. In order to optimise the stand costs and create an exciting stand message, a merger with other exhibitors can be useful. But there is also caution here: Collection stands rarely have a clear message. And if a visitor has to stare at the many detailed messages on their stand for minutes, the chance is already wasted.
No matter how big your stand is, a person must play the "Fair Butler". He or she stands "at the door" and makes sure that all interested trade fair visitors are addressed. If all members of the stand are focused on their respective interlocutors (you have to, you must not look nervously, whether someone is browsing undetected in their brochures), then even at peak times someone must have the time, the undecided, interested in looking cheerfully to address. And please forget the phrase "can I help you?" (No, I'm not helping). Better: In my horoscope, I was just meeting nice people today. Looks like it's true. Or: What a good choice check out this stand. We are probably the reason why you are visiting this fair today. Or: You don't have to buy something here, try this delicious praline (flame cake, mulled wine, champagne, gummy bear... whatever suits your message) – it says a lot about our quality consciousness. Are you kidding me? Just try a wide smile! The danger is that they not only find customers with such ideas, but perhaps friends (some work out the best trade fair slogans before a fair).
Yes, yes... many people are still hunters, but especially collectors. But be careful. A fair day is long. More and more people have back problems. And: A handed-out information is a lost opportunity for a post-contact from the Exhibitor's point of view. The best offer is: May we send you the information? If the visitor wants to take the information, however, the choice should be between printed or digital transfer (e.g. on a USB stick).
Tired and with labouring feet, your team has now arrived back home. A small short break would be just right now. But stop: Most of the faults of the trade show appearance are made in the pre-and post-production. Very important: Make sure that you agree with your interlocutor during each trade fair conversation as you remain. Collecting business cards and sending a loveless standard mail after the fair is often the opposite of your objective. The potential customer now knows he's not important to you. But if you have specifically agreed: "I call you at the beginning of the next quarter to pick up the dates for your purchase planning", then for this contact the follow-up for example from these three actions:
Also in the follow-up is: the more professional, personal and suitable for your message are your actions, the better you will remember the talks at a trade fair and your new contact will also thank you.
Depending on the nature of the offer and the usual lead time, before a customer becomes a prospect in your business segment, a specific date should be set when a success assessment is made. The following questions should be answered, because "gut feeling" is a bad trade fair consultant.
provided by Marketing4Results
About Gabriele Schulze
Since 2010, Gabriele Schulze has been an independent consultant, trainer and speaker. She gained her profound practical knowledge in more than 20 years of top management experience in marketing and sales in the national and international hotels as well as in the event industry. Today, she advises leading companies and organizations on the design and implementation of high-sales booking platforms and the introduction of content management and distribution systems.
Search by Category
Get all the products you need for your exhibitionDiscover it
Wednesday, 6. May 2020 | by: die TeilnehmerExhibit Team
Wednesday, 19. February 2020 | by: Laura NickolayExhibition Planning
Thursday, 28. November 2019 | by: Björn SchaperExhibition Planning