Willie Greg is an expert in trade exhibitions marketing. He write articles for Trade Exhibitions Calendar and trade fair international.
A company must participate in trade exhibition if you want to promote your products to a specific group of people. Normally trade exhibition visitors could be public or any representatives from the companies in that industry. No matter how, the benefit is that only people specific in the industry will be the visitors. This will make sure that you reach your target audience effectively and as well as quantitatively. The other advantage is that you will demonstrate your products to those people who understand the products.
If you are really interested in promoting your products through trade exhibitions, and here are some suggestions for you:
1. Market research - Study your target market to understand their needs and behavior. A market study will help you choose the right tool for the trade exhibitions - demos, products or banner stands. This will also help you to decide which exhibition events that you should participate in.
2. Identify your goals – You should understand what you want to promote – your business or products. This is important to help you to decide how to choose the tools, resources, venue, as well as the actual location of the exhibition space. These factors will govern its budget for the event.
3. After identified your tools, venue, location of the space and your budget, you should have a marketing plan for the event day. This will include the role of each resource that is deployed. The way in which those resources interact will also be determined so that their efforts and resources are fully utilized. This will include planning and preparing for a demonstration or presentation.
4. Once this is done, you should not forget that the exhibition is intended to generate revenue. So, you also must have a follow up plan after the exhibition, this includes questionnaires, feedback forms, etc
Before the exhibition – event planning
It is important to have a marketing strategy planned earlier, such as what promotional materials to be used before, during and after the exhibition.
Besides that, you should inform your existing customers about the exhibition. You should inform them a couple of weeks earlier, thru emailing or traditional mail posting. I suggest you give some special offers or giveaways on the event day. This will definitely attract more crowds to your exhibition booth.
At the exhibition – a good impression
Make sure your booth is eye catching. The display can be enhanced with high quality lighting and audio-visual presentations and graphics display can also provide an impressive overview of the company and its products to the potential customers.
Besides that, please ensure that all the promoters are properly dressed and if possible wear printed T-shirts, this is an ideal way to convey a professional image of your company.
People like to take gifts home from trade exhibitions. This could be any kind of small gifts such as a box of chocolates, a CD ROM or a free sample product. Do not forget to print your company logo on all the giveaways.
Keep a record of all customers who are interested in your products, try to collect as many information you can such as names, addresses, phone numbers and email addresses. This will help you to follow up.
After the exhibition – follow up
Do not let all your hard work become a waste. You should follow up those potential customers who were interested in your products or services. You can contact them through emailing or even a simple phone call. Make sure that your website is updated, to reinforce the good impression you made in the exhibition.
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