Do you know that? You go through an exhibition hall and look at the bored faces of the stand personnel. Some are looking intensely at their smartphone or are leafing through the brochures of the competition.
If this is how it is at your stand or counter, then it is a guaranteed case of insufficient preparations. Those who rely solely on a sufficient number of previously unknown trade visitors straying to their stand or counter have not yet exactly understood the meaning of a trade fair. Only those who in the preliminary stages leading to the fair make sure of a full appointment calendar, will spend a successful and an interesting day at the fair! Only those that enter the fray of the trade fair and sociably expand their own network, will create an adequate ROI.
Pre-requisite:
You have something new to report. Something in which your existing customers are also interested. Do you remember? A trade fair was previously called a “marketplace of news”. Are your meeting rooms available for booking online now? Do you offer new services to your customers, such as participant management? Do you have a business case for a hybrid meeting? Are there any innovations from the catering kitchen? Perhaps alternatives to the 3-course menu?
Measures:
Setup your trade fair day in one of many free appointment planners (e.g. https://doodle.com/de/) and invite your customers, to secure an appointment in your calendar! Most of the trade visitors meticulously plan their day and then will rush past you if you do not make it in advance into the calendar.
Invite contacts, targeting the ones you have lost contact with. Send an invitation with a link to a visitor pass free of charge and introduce yourself as a contact person for lost relationships.
Request a short conversation, to find out why the ex-customer no longer books with you and whether you can maybe do something to change that.
Tip: such invitations should be delivered either by telephone or formulated very individually in writing. Sometimes you simply find out, that your customer has a new person in charge, who still does not know about your perfect offer?
An equally very interesting trade fair target group are the persons, that at some time made a request to your company which did not lead to a purchase or to a booking. The procedure is similar to that of the lost customers.
Also, for this group, it is not enough to linger about at the trade fair stand grinning cheerfully.
Measures:
Trade Fair Marketing: 10 tips for more success as exhibitors Trade shows have lost nothing of attractiveness. You can only make mistakes, because trade fair appearances are not exactly one of the most cost-effective sales promotions. For this reason, in addition to a well-organized standpoint that fits the brand and message, a lot more […]
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Gabriele Schulze Tel : +49 30 23137364
E-Mail: info@marketing4results.de