Trade fair success depends not only on the event itself but also on the work put in both before and afterwards. Exhibitors often fail to realise this and are therefore unable to make the most of their investment.
Many organisations design their trade fair involvement from the perspective of the company rather than that of the customer. Research suggests that visitors are more interested in gathering specific information from trade shows, as opposed to attending events and seeing what food is on offer. While it makes sense to attract customers with some clever marketing, this must be followed up with a solid, professional conversation.
Some trade fairs are typically an annual event in the business calendar. Many companies invest heavily in them but omit to plan sufficiently to make this worthwhile. They would be better advised to devise a number of interim goals, the management of which can be more easily absorbed into the day-to-day running of the business.
If handled correctly, trade fairs are an incredibly valuable tool for businesses.The marketing concept should be carefully integrated and in synergy with other marketing activities. Before the trade show, it is important to determine what the company hopes to achieve by setting specific, measurable, achievable, realistic and timely (SMART) objectives. It is also important to ensure that you have contacted a Slough Man and Van or one loca to your area to help transport all of the items that you are going to need for your stand and exhibit. UKTDL Slough Man and Van company can help with any requirements that you may have.
On the day
The trade fair often represents the only time associates meet face-to-face with their customers; therefore, it is extremely important to make a good impression on the day. Body language is key and colleagues should be highly motivated while on the exhibition stand – always alert and ready and waiting to talk to customers and potential customers, both by appointment and on an ad hoc basis. If assigned to work on a trade fair stand, employees should be highly knowledgeable regarding the products or services being offered, qualified to easily answer all questions, and able to gather the appropriate information from those visiting the stand.
After the trade fair is over, it is essential to follow up all leads in a timely manner. This may involve setting an appointment for another face-to-face meeting, a telephone conversation or an email. It is also helpful to gather feedback to determine how the presentation was received and how it may be improved in the future.