Don’t make an exhibition of yourself
Trade shows are hard work, they are time consuming, they require a lot of effort and planning, but a well-designed trade stand can be a profitable experience and generate great leads and potential success.
Here are some tips to make sure that your next trade fair is a success.
- Generate leads before you get there
The investment in a trade fair should not be recouped purely on the passing trade on the day. It is important to network and to ensure as many potential customers are attending the trade fair as possible. Try and identify contacts and name, use social media like LinkedIn and Twitter to generate traffic and discussion to stir up interest and excitement before they get there.
You can’t catch fish without bait. You need to still attract passing trade, clients who have just decide to turn up. You have to make them want to visit your stand, to know you are present amongst the hundreds of others, therefore remember the mantra that everyone loves a freebie. People ill sit through hours of presentations if they think that they are likely to get something fantastic for nothing. Make it good quality and noticeable, so that it actually ends up working to direct traffic your way.
- Be memorable
Make sure that there is a wow factor, nothing too gimmicky, but something that draws attention, a unique and bespoke design can do that. Think about hiring a specialist trade booth design company to create something truly fantastic, see how they suggest to make your stand pop!
- Clear and consistent message
Ensure all your sales team are clear about what the aim of the day is and that they are “on message”. Clear indicators on the selling points of the day, any discounts on the day, any new additions or unique features. To do this you need to have your best staff, they may not be sales staff, trade shows are about customer engagement, product knowledge and confidence, your sales team are important but look for other skills in the work place after all your best customer service skills may come from the receptionist and who would have netter product knowledge! Look internally for the skills you have already.
- Remember this is your shop window or showroom
Exhibition stands are the shop window, the website or the showroom for the day. You must treat it as so, it should be as a well planned, organised and designed as well as a shop window or a webpage. This represent you, the brand so you need to ensure that the client walk away wanting to so business with you.
- Follow up immediately
Have a member of your team taking contact details, updating databases, finding and linking on social media on the day and setting up appointment as soon as possible Demonstrate to the clients that the time they spent with you mattered, show them that you want their business.
A trade show should make an exhibition of your product or service and not you and your team, so make sure you have a clear, suitable dress code and attitude.