Exhibitions and expos are growing in popularity as more and more businesses experience the advantages of participation. An exhibition is an ideal platform to promote products and services. It gives manufacturers/suppliers an opportunity to engage with clients and prospects face-to-face. It’s an arena to build brand and develop customer base. It works as a test market for new innovations, and as a forum for networking and studying the market.
Exhibitions and trade shows is a fast-growing industry worldwide, with Germany leading with two-thirds of the global market share. In India, there are over 700 major trade shows being organised every year, generating business of Rs.65,000 Cr.
Through the year, in cities and towns across the country, there are trade shows and industry expos being held. However, participation in a trade show can be expensive. So if you want results, and good return on investment from your exhibition in India, we have some tips to help you pave the way to success.
Tip 1: Select the relevant trade show
There are different trade shows for different industries. Pick the appropriate one for your business. Research the show, check how reputed it is, which companies participated and how many visitors attended in the previous year, analyse whether your TG will be attracted or not, etc. This background study will help you decide if a particular exhibition is right for your company.
Tip 2: Appoint a creative exhibition stand designer
The look and design of your stall is critical to attract eyeballs and footfalls. Your competitors will be at the show too, so your exhibition stall design should stand out in the crowd. Plan the layout in a way that facilitates circulation of booth traffic; ensure the trade fair booth design represents your brand appropriately; use creative gimmicks, interesting colours, materials and lighting to attract attention. Hire an experienced expo stand design agency that will create and execute a bespoke exhibition stand that enhances brand value and draws more visitors – in the city or cities required.
Tip 3: Keep collateral ready and handy
Plan all the marketing collateral you need for the show. Business cards, brochures, promotional leaflets, branded giveaways, etc. should all be designed and printed in sufficient quantity for the show. If your product and trade show TG warrant vernacular communication, have your leaflets translated and printed in the relevant language to improve reach.
Tip 4: Make bookings in time
Whether it is registration and stall booking or travel plans to the city of the trade show, it makes sense to do it early. The best spots, the closest hotels, air or train tickets – all such bookings should be made in advance for best results and maximum savings.
Tip 5: Appoint & train staff
A trade show is the most interactive marketing tool. It’s a platform to meet and communicate with potential and existing customers face to face. So naturally, your stall staff should be the best. Cordial and hospitable, knowledgeable and convincing – your staff should be well trained for the trade show. They must be fully aware of the company’s exhibition strategy, the products on display. Train them in advance; practice typical questions and answers with them. Explain dos and don’ts. They should be able to obtain information that facilitates lead generation and follow-up.
Tip 6: Gather & annotate leads
Gathering leads is one of the main objectives of a trade show booth, so make sure you gather as many as you can. When interacting or handing out leaflets or gifts, get the visitor’s business card. Based on your reading of the visitor, make notes on the card or a separate diary, about special points you may have discussed, any follow-up plan you may think of, additional information promised, etc. This will come in handy after the trade show as reference for communication.
Tip 7: Create pre-event buzz
Trade shows are a big investment. It pays to create a buzz around your participation to draw the right people to your trade show stall. Think digital. Send emailers and messages to existing clients inviting them to the upcoming exhibition. Create ads or banners on your website and social media sites. Set up meetings with attendees at your booth, days prior to the show. Pre-event marketing can help ensure a great turnout for your exhibition stand!
Tip 8: Start early
Planning and preparation is imperative for a successful exhibition stall. Whether working with an agency to design a custom-built exhibition stand, printing marketing collateral, executing the pre-event marketing plan, preparing for the particular location – the earlier you start, the better the outcome. Even finding out more about the location of the trade show, facilities available in the area, timelines and deadlines, distances, cultural aspects, etc. – can help you be better organized so you minimize problems and errors at the show.
Whether you are using the show to unveil a new product, simply draw attention to your brand and business, or you are trying to network for business partners, vendors and new customers, keep these tips in mind, and you’re sure to achieve your goals and have a successful trade show.
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