Exhibitions and fairs are well known for their potential to expose brands to a broader audience, as well as a place for businesses to give out promotional giveaways. However, these events don’t guarantee success. Instead, they just open the door to it. That’s why planning ahead is key!
This seemingly simple factor makes the difference between attending companies. To put it simply, there’s no such thing as over-preparing when it comes to exhibitions. So strap yourself in, and let’s check out a few tips to help you ace any event you want to attend.
Do Your Research
Analysing data from past fairs and exhibitions that you attended is vital. Find out the number of sales you made, how many customers you attracted and how much money you invested into the event.
Additionally, you need to check out the venue in advance. For that, you can ask the hosts for a floor plan to pinpoint the highest traffic area. Use all this information to make strategic decisions about your booth placement and your company’s presentation.
Set Up Your Goals
Before the event, you need to decide on your marketing goals. Do you want to have 300 visitors check out your booth? Or do you want to focus on selling at least 100 units of your main product? Knowing your goals allows you to tailor your strategy accordingly, increasing your booth’s effectiveness.
Consider the City and Venue
When registering for an event, you need to consider the city, as it can affect your budget and marketing strategy. Remember that travelling is expensive, but it might be worth it if the event eventually positively impacts your brand.
We also advise you to read the convention centre guidelines before deciding on your booth. That way, you can make an attractive and creative stand while also abiding by the host’s rules and regulations.
Come Up With a Message
Having an underlying message allows you to channel your marketing efforts toward a specific audience. Think about your brand’s story, how to tell it to attendees and show it off through your booth. Keep in mind that a strong message can help you achieve all of your marketing goals for the event.
Prepare Your Team
Once you’ve come up with a goal and message, it’s time to get your team up to speed. Sit down with them and try to develop an efficient strategy using their feedback. This will help you stay on track throughout the event and focus on your brand’s goals.
One of the easiest ways to create your strategy is to ask these questions:
- What defines our brand?
- What type of consumer are we targeting?
- How can this event help us achieve our overall goals?
- What are other competitors at the event?
- How can we measure our achievements?
- What is our message, and how can we deliver it effectively?
Choose Your Neighbours Wisely
Trade fairs and exhibitions tend to be really competitive. As a result, you need to be aware that every other brand is trying to capture the attention of all attendees. So, you need to choose your booth placement wisely in order to avoid pushing your audience to any of your competitors.
It’s best you select neighbours with a smaller or similar-sized booth, so they can’t steal any attention from you. Also, if you personally know any of your competitors, you can move your booth next to them. The good, friendly vibes you’ll give off during the show will entice people to check out your stand, allowing both businesses to benefit from the event.
Ready, Set, Go!
Trade fairs and exhibitions are a great way to boost your sales and brand awareness in just a few hours. However, they do require a lot of time and effort. But, with some research, any brand can benefit from attending these events. So, establish your goals, come up with a message and prepare your team. That way, you’ll be able to become the focal point of any exhibition!
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If you need even more info about exhibitions and fairs, we are here for you. Give us a call at 0800 0148 970 or simply email us today.
