Trade shows are major B to B events that, even in the digital age, still play an important role in the external marketing of a company. These professional events can meet several objectives: attracting new prospects, selling products/services, improving and disseminating brand image, for example. It is important to define them in advance
In order to achieve your goals, it is essential to prepare your trade show well, so Elliaden offers five essential tips to make the most of these events.
First of all, it is important to understand that the secret of success as well as the bulk of the work is done beforehand, and not on the big day!
Tip #1: Set your goals and select the salon
Before anything else, it is essential to determine with precision your objectives because it is from this that the whole process will stem. Indeed, the choice of the exhibition, the budget to allocate, the content of your stand or your interventions depend on your initial objectives.
An event show can meet several objectives, the main ones being :
- Sell your products / services
- Introduce new products / services
- Attracting prospects
- Strengthen your brand image
Once the objectives have been defined, they must be quantify them in order to be able to assess and calculate the potential return on investment.
Now that your objectives are defined, you need to find the salon that will best fit your your strategy.
There are many criteria to consider.
The date of the event
First of all, the date. The preparation of a trade show is a long process, plan for at least 6 months. Depending on the product or service you are promoting, the season can also be an important criterion.
The place where the exhibition is held
Next, the place. Favour easily accessible areas close to transport infrastructures. Avoid city centers or isolated areas. In short, prefer the practical to the prestigious.
The characteristics of the exhibition
Finally, analyze the show. Find out about the topics covered, the other speakers and exhibitors, the results of past years, the price of admission, etc.
In addition to these considerations, keep your budget in mind. Participating in a trade show is expensive and can quickly cost several tens of thousands of euros.
Your objectives as well as the choice of the exhibition must reflect your budget. To have an idea, the rent of a place of about ten square meters oscillates between 5000 and 15000 euros according to the show.
Count between 300 and 700 euro of the m² for the installation of the stand to which it is necessary to add the expenses of communication, the remuneration of the collaborators and speakers, the housing and transport...
Tip #2: Prepare your booth
The nerve of the war, the location!
The perfect booth is useless if it is not visible to visitors.
The best locations are on major traffic routes and close to the entrance or main activity centers (e.g. near bars or snack bars).
Study the floor plan carefully
The allocation of sites generally follows a simple rule: first come first served. Contact the organization 4 to 6 months before the date.
Now that you know your location and its dimensions, you need to organize the the layout.
The layout of the stand
Start by contacting the organization to find out about the specific constraints of the show. Then set up the most detailed specifications possible. This step is crucial because the layout and the aesthetic aspect of the stand play a big role in attracting potential customers and prospects.
Prepare with care your commercial documents such as brochures or commercial leaflets. Try to put forward your logo and your colors notably by personalizing your goodies.
Be on site 24 hours in advance to ensure that everything is in order and to correct any last minute problems.
Tip #3: Communicate
To succeed in your salon and reach your objectives, it is crucial to inform your customers and attract as many prospects prospects.
Talk about your participation in the show
Communicate about your presence at the show via emailing campaigns, advertising banners, invitations, as well as on social networks.
Remember to specify your location or booth number and plan reminders for the most important customers.
The realization of press kits is a plus and can lead to articles on the show mentioning you.
The communication campaign should start 3 weeks to 1 month before the event and intensify as the big day approaches.
Tip #4: Attitude on the day
Arrive early and gather your staff to review the objectives and brief them.
It is important that they are able to distinguish the most serious prospects from onlookers and other "tourists". Indeed, this allows you to better allocate your time and resources.
Once you have identified your potential clients, get their business card, don't hesitate to spend time with them, and give them your most important and best documents.
If you can, make appointments for future meetings.
The conferences
If the exhibition organizes conferences, it is interesting to participate in them even if they are not free. This increases your visibility as well as your credibility.
Prepare these conferences with care, give your opinion on the current events of your sector of activity as well as your predictions on its future evolution. You will thus acquire a greater notoriety as well as an image of expert of your sector.
Trade shows usually bring together your main competitors. Take the time to visit their booths to do some strategic intelligence.
If possible, don't pack up your booth before the end of the show, it can have a bad impact on your image.
Tip #5: Take stock
At this point you are probably exhausted, yet you still need to make one last effort.
Get your employees together and do a a quick assessment. This will allow you to evaluate the good and bad points, in order to for future events.
In the week following the show, consider contacting your new customers to thank them and strengthen your business relationships.
In the days and weeks following the show, analyze the impact to assess the return on investment. Each new show will allow you to accumulate experience and improve your performance.
In short, good preparation and flawless organization are the best assets for a successful exhibition.