Tradeshow exhibitions are the second best method of generating repeat and new sales after direct sales. According to the Centre for Exhibition Research, if the same amount of money is invested on trade shows and other marketing methods like advertising and direct mail, the former is likely to generate more sales. However, it is important to know the best strategies to use to get the most out of the exhibitions, starting with exhibition stand design.
Consider the Exhibition Stand Design
One of the most important considerations is the exhibition stand design used. If you manage to make them come to your exhibition stand but your exhibition stand design does not meet or surpass their expectations, they will hesitate to do business with you.
Strengthen Your Relationship with the Existing Clients
A majority (95%) of executives having decision-making power opine that trade exhibitions are a great place for strengthening relationships with the existing suppliers according to the Centre for Exhibition Research. Most (77%) decision-makers also believe that exhibitions are a great place to meet new suppliers. It is essential for suppliers to remain in the view of the existing clients in order to maintain their business.
At trade shows you not only need to clearly communicate your intentions to the prospects, but also inform them about other shows in which you are likely to participate. Get their attention by using pre-show promotional teasers. To encourage potential clients to watch your demos or attend special events, you may have to think out of the box. Never neglect the importance of face time irrespective of your reasons for inviting them. Take advantage of entertainment to enhance your relationships with the hard-to-see prospects.
Look for Media Exposure
Trade shows generally offer open access to the types of media you are interested in. Make prior arrangements to meet key industry editors face to face to contribute to media relations initiatives, stimulate feature articles in different segments of the print media and develop editor relationships.
Take advantage of the trade shows to make a great impression at the podium by leveraging company executives, customers, partners and prospects. Seek the opportunity to speak or moderate a panel to get more media and industry exposure. This will require prior planning.
Boost the Visibility of Your Brand
Trade shows are also a great platform for major announcements and new product launches. To make the most of the available media exposure opportunity, you can prepare a professional media kit that includes relevant articles, customer testimonials, case studies and press releases. Always keep them handy and it is even better to have them in electronic format.
Learn from Your Competitors
Study the exhibition stands attracting the greatest attention and learn their secrets. If necessary, let your public relations agency conduct a comparative study.
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