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About Exhibiting
Why choose an exhibition or trade
show as a marketing tool? If used
correctly, a trade show can be one
of the most effective marketing
tools available to your company.
This is where your customers come
to YOU, in large numbers, to see
your product in action and meet
you face-to-face.
Yet many companies do not feel
that exhibitions are an effective
way of reaching their market, and
do not take advantage of the opportunities
offered by exhibitions to attract
customers to their product. Many
exhibiting companies rely entirely
on the efforts of the organiser
to attract - and keep - visitors
to their stands. Whilst the organiser
is responsible to a large degree
for the advertising and promotion
of a show and for reaching the "right"
potential visitors, exhibitors need
to go beyond "just being there"
to ensure maximum returns from any
trade show.
Here are some guidelines to help
you make the most of your participation
as an exhibitor:
- Pre-Show
Marketing
Pre-show marketing is vital in
ensuring that the right people
are aware of your presence at
an exhibition. This is an opportunity
to reach new clients and keep
in touch with existing ones.
As part of our service to exhibitors,
our Foreign Officer organises
a VIP Visitor Campaign, whereby
exhibitors give us the names and
contact details of their top 10-12
prospects, and we then contact
these prospects, offering them
VIP status at the show. This includes
pre-registration, a VIP visitor
badge, and, in most cases, a refreshment
voucher.
We can also arrange that all exhibitors
receive complimentary tickets
for distribution to their clients.
It is then up to the exhibitors
to mail their databases and ensure
that their prospects are aware
of the show. Very often, a personalised
letter from the exhibitor inviting
the client to the show and giving
him/her a good reason to visit
is all that is required to attract
the client's attention. It is
also more effective than simply
sending a complimentary ticket,
which could have come from anyone
and doesn't really show the exhibitor's
interest in reaching the client.
Some companies may embark on more
expensive mail campaigns, or use
postcards or "teasers"
weeks before the show to get the
client's attention. A fax or e-mail
shot, individually addressed,
can also be successful. Whatever
method is used, it is vital that
the exhibitor makes sure his database
is aware of his presence at the
show.
Telemarketing can also be an effective
tool in informing potential visitors
of the exhibition, as well as
setting up appointments for visitors
at the show - another effective
tool in getting the right people
to the show. Someone who may keep
putting off a one-on-one meeting
may be more likely to attend a
show with more than one product
and company on display - and if
this client has a pre-arranged
appointment with you, all the
better.
Companies with web sites or newsletters
can include a "special report"
section to draw attention to the
show and inform regular or potential
customers of their presence their.
Designing inserts to be included
in all company mail sent out prior
to the event is another excellent
and cost effective way of reaching
your market.
Whatever method you use, pre-show
marketing is vital to the success
of your show - plan an effective
marketing campaign and you WILL
see the results!
- At the
Show
Ensure that all staff who will
be manning the stand are presentable,
approachable, and have a wide
knowledge of the company and its
products.
Take staff to the stand prior
to the opening day to acquaint
them with the stand and any new
products or interesting display
items they can draw visitors'
attention to. Show them the location
of electrical connections, telephones,
refreshment cupboard and fridge
(if any), as well as familiarise
them with the venue in relation
to the stand (toilets, organisers
office, fire equipment etc)
Provide staff with all necessary
material for promoting the product/service
and enough business cards to hand
to exhibitors.
It is vital to keep a record of
visitors to your stand. As part
of our service, all exhibitors
are issued with a Visitor Response
Booklet on the first day of the
exhibition. Visitors can also
hire Electronic Visitor Recording
Pens which scan in the visitor's
information from his/her bar coded
visitor badge. There is also a
facility to record comments like
"contact later", "send
more info" etc. Either way,
it is important to take down accurate
information and useful comments
so you know whom to contact and
why.
Don't block entrances. Look welcoming
and encourage people to stop at
your stand. Greet visitors with
opening remarks like: "Have
you seen/tried our latest product?";
"What is your particular
area of interest?" Once you
have someone interested, be attentive
- let your visitor feel he/she
is important to you.
Make sure the stand is clean and
maintain a professional image
at all times. Try to avoid dipping
into the snacks bowl for visitors,
and don't stand around drinking
alcohol and trying to get visitors
to your stand because of its great
"party" atmosphere.
Remember, you are here to present
a positive, professional image
of your company.
Manning a stand can be tiring.
Make sure you get enough sleep
and try not to eat heavy meals
during the day. If you can, take
a few brisk walks during the day
- check out the competition! -
to boost your energy levels and
maintain your enthusiasm.
- Beyond
the Booth
Take advantage of other opportunities
offered by the exhibition to promote
your company/product. Trade Investment South Africa allows
exhibitors a free entry in the
official exhibition catalogue
- make sure your company's details
are included. Advertising in the
catalogue is another way of reaching
your audience. Ask about sponsorship
opportunities - anything from
the visitor registration desk
to carrier bags for visitors -
to get your brand across.
- After
the Show
FOLLOW UP! Don't get complacent
now that the show is over - chase
up leads, make appointments, call
visitors who showed an interest
as soon as possible while their
memories are still fresh.
FEEDBACK. After every show,
Trade Investment South Africa sends out a Post Show Questionnaire
to all exhibitors to get their feedback
on the relative success of the show,
and any ideas on how it could be
improved. This is vital to the success
of future shows and an opportunity
for exhibitors to assess how successful
the show was, not only in terms
of generating leads and sales, but
also to the industry as a whole.
Constructive criticism and new ideas
are always welcome.
Sources:
The Handbook of Public Relations
(4th edition) by JC Skinner and
LM von Essen (1995)
Published by ITP Southern Africa
(Pty) Ltd
ISBN 1-86864-035-3
Preshow Marketing:
If you send it, will they come?
- Copyright 1997
The Future of Trade Shows: It looks
a lot like today - Copyright 1997
By Steve Miller, strategic marketing
consultant specializing in the trade
show industry and author of :
- How to Get the Most Out of Trade
Shows
- Over 88 Tips & Ideas to Supercharge
Your Exhibit Sales
- Over 66 Tips & Tricks to Supercharge
Your Trade Show Promotions
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