Exhibitions and Events are a powerful marketing tool. They provide the opportunity to provide hands-on, face-to-face demonstrations of your products to potential buyers, ask for feedback and get valuable insights into customer reactions. You must hire a good event management company for event management services.
Visitors actively want to find out about your products and services, so they are generally extremely receptive. According to the Association of Exhibition Organisers (AEO), 91% of buyers go to trade events to buy goods. What’s more, 29% of buyers only buy at trade events.
Progressed nicely, the degree of profitability that presentations convey can be higher than some other type of showcasing.
Choosing the right business exhibition
Choosing the right exhibition is about people. You must establish who you’re trying to reach before you can decide which event is best for your business. Each function coordinator has data about display participation figures and guest profiles.
Don’t be seduced by huge numbers, though – quality is more important than quantity. The presence of your competitors is no bad thing – their promotional activity will bring more prospective clients through the doors. You need to know about the other companies that are exhibiting.
It is worth asking the organiser what types of exhibitors are attending, and how many have made a firm booking. A good indicator is the number of repeat bookings. The biggest exhibitions are not necessarily the best. For instance, little firms can lose all sense of direction in a monster exchange reasonable.
More focused on function could get unmistakably more business. That stated, any firm can have a major effect at a show with the correct promoting strategy. Conferences and workshops that run close by a presentation draw in guests. You can make an impact by offering your services on a panel discussion or by sponsoring an event.
At some events, the speeches are the main focus and the exhibition is less well-attended.
Getting ready to exhibit
Getting the best from your show experience means being solid and steady. When it comes to booking exhibition space, the best spots are near the entrance and at the corners. The perimeters of the exhibition hall are also better than the inner aisles.
It can be effective to position yourself close to one of the show’s major players. However, while position can help, it’s what you do with the space that counts. Each very much run show offers occasions to amplify your pre-function advancement.
You can often send a promotional mailing to the trade fair’s list of pre-registered visitors. Contact significant distributions a long time before the function to guarantee that your business is highlighted in their pre-show coverage. Invite columnists to your stand.
Put duplicates of official statements and friends writing in the presentation press office. You can also sponsor events, advertise in the exhibition guides, sponsor free hand-outs or bags, or advertise in places where delegates congregate, such as transfer buses or nearby cafes.
Creating a great business exhibition stand
There are four main types of exhibition stand design, and new systems are being launched all the time. Transportation should be factored into your choice of stand:
- Pop-ups, based on flags and banners, can fit in the back of a car.
- Shell schemes provide display panels with the company name across the top.
- Modular stands are re-usable kits that can be assembled in different ways.
- Custom-build stands are the most costly. They can be one-offs or can be designed for re-use to keep costs down.
Exhibition halls are full of visual clutter. However, you don’t have to spend a fortune to make an impact. Make your show remain as open as could be expected under the circumstances and make a climate that is inviting and not scaring. Avoid barriers such as steps and desks.
Keep the flooring the same as the aisles, so visitors can move into your space easily. You can even use your flooring for advertising. A viable exhibition stand configuration ought to have a point of convergence that will draw consideration and include a wow factor. It will help to attract visitors and ensure they remember you.
Capturing visitor data at exhibitions
Exhibition stand personnel should be properly trained to ask the right questions and to help visitors with their enquiries, and to make sure they capture contact details so that enquiries can be followed up after the show. They must make a good impression at all times.
If they look bored, are chatting amongst themselves or busy eating, no-one will approach them. A few exhibitors use motivating forces or limited time endowments to draw in guests to their stand. These can be effective, especially if they are genuinely useful to your target market, such as samples of your products.
Sometimes, however, freebies can attract time-wasters. When you give things out, make sure you collect the visitor’s data at the same time. Numerous exhibitors utilize innovative gadgets, for example, light pens, to filter guests’ identifications when they display to catch contact subtleties.
A pen and clipboard approach can be friendlier and more effective, allowing you to ask more in-depth questions. You can establish whether the person in front of you has to buy authority, and find out what their needs and timescales are.
Following up your exhibition sales leads
Presentations convey superb potential customers, but then a high level of leads are never followed up. You will have gathered your rundown of possibilities from the guests that went to your stand. You may likewise have guest contact subtleties from the show coordinator.
This information is marketing gold dust. It is bang up to date, as it is a snapshot of your sector on that day. You must follow up all of these leads. After the show, the work begins. Hot leads can go stale quickly. It’s worth sending a simple email or social media message, saying thanks for visiting and offering your services.
You must honour any commitments you’ve made by sending information or quotes to anyone who requested them. Most importantly, make a list of the hottest prospects, rate your leads, and get in touch to close the sale. Always have a debriefing session with your staff after the exhibition to assess what has worked and what hasn’t.
If, after a few months, your hot prospects have turned into a new business, you will be able to book your exhibition space for next year with confidence. Please contact World Events Management for the exhibition stands and event management services in UAE.