How to Get the Most Out of Exhibitions
Whether you’re visiting a trade show or you’re exhibiting at one, they can be extremely useful and valuable or a complete waste of time. They are a unique way to meet and connect with customers, businesses and potential prospects. Read on to find out how you can make the most of your next exhibition.
Pick the Right Ones
Do your research into whether the event that you’re hoping to go to matches with your marketing objective and your target audience. This is true whether you’re just visiting or you’re exhibiting, but most importantly if you’re exhibiting, as you want to make sure that the people coming through the door are the right type of people for you.
Exhibitions and trade shows are excellent places to meet and get to know other businesses and potential customers, so make sure that you are comfortable and confident enough to build rapport with people that you don’t know – or send along the members of your team that are. Regard it as a one off networking event – learn about people’s businesses and take their business card. You can also use the opportunity as a research session, ask people about their opinions of your brand, products and marketing materials.
To maximise your opportunities at any trade show or exhibition, and get the most for your money, then preparation is vital. Take a look at the exhibitor manual, organise and design your stand properly, set objectives and plan your approach.
Maximise Your Presence
Use your own marketing channels to make sure that you’ll be getting the most out of the event, and don’t just rely on the exhibition organisers to do all the work for you. If you use direct mail, email newsletters, PR and social media, then use these channels to raise your profile ahead of the event, to connect with customers.
Prepare press packs carefully, letting journalists know the latest news or new products that you have on offer at the event.
The exhibition doesn’t end when you leave the venue; in fact, this is where the most important work begins. Following up on the leads and connections that you’ve created during the event will really make sure that you’re getting the most out of your time and money spent attending the event. Staying in touch after the event will mean that you and your company stay in potential customers’ minds. Make sure that it is a personal communication, rather than a mass email for the most effective follow up.
With the right strategy, preparation and follow up, you can ensure that you get the most out of an exhibition or event. If you’re looking to set up your own business event, Neptunus offer a wide range of high quality tents to hold it in.