Tradefair or Tradeshow ParticipationâŚFundamentals for Success
Participating in a tradefair or tradeshow provides an opportunity to enhance company awareness, promote your image, introduce new products and meet face-to-face with potential buyers.
Exhibiting can serve as a key strategy for driving sales, as well as enhancing the impact of other marketing initiatives throughout the year.
Having a presence at events also provides a means to learn more about competitors, stay up-to-date with your industryâs trends and reinforce relationships with current customers. To help ensure successful outcomes, thoughtful planning and strategy is essential.
Begin your planning process by determining specific, quantifiable objectives you want to achieve through fair participation.
While tradefair goals vary by the needs of the organization, objectives typically focus on a revenue-based target or number of leads generated for post-show follow-up. Securing publicity placements and making professional contacts may be other way of defining goals for participation.
Determine the amount from your sales and marketing budget that can be allocated for exhibiting initiatives. Tradefair participation is not an inexpensive activity. Yet, it can provide an excellent return-on-investment when planned and executed properly.
The amount of money you can spend will dictate the type and number of fairs you can attend; how much you will be able to invest in a display booth; staffing levels; and the extent of promotions you will be able to implement to attract prospects and generate sales.
Once you have established your objectives and budget, research events that may be opportunistic in which to participate. This may involve contacting colleagues and professional associations for recommended fairs, as well as asking clients or prospects which fairs they regularly attend.
A number of websites provide an extensive list of tradefairs worldwide, which can be sorted by location, date and industry. For a list of sites, click here. When you find a fair that appears to be a good match for your needs, contact the sponsor and ask about past exhibitors and number of attendees to help you determine its viability.
Other selection criteria include how many years the fair has be held, where it is located timing, cost, and sponsor reputation.
Create a High-Impact Exhibit
Evaluate and select a display booth design firm that understands your business and has the expertise to develop a compelling exhibit that effectively delivers your sales message and brand positioning. For tips on how to select a display firm that meets your needs, click here.
If you cannot afford to produce your own exhibit, then an exhibit rental with customized graphics is a viable option. Rentals are available in a wide variety of sizes and configurations, and can be shipped to any conference venue.
Craft Your Marketing Strategy
Take time to develop a comprehensive marketing plan for your tradefair participation. Begin by detailing the types of marketing initiatives you will be implementing prior to the event to let prospects and current customers know where and when you will be exhibiting. For info http://ez-xpo.com/
