Trade fairs are, beyond doubt, an opportunity for your company, brand or a product to shine. However, in order to achieve this goal, you need to know how to present these things in just the right way. Nevertheless, marketing your business at a trade fair is not the same thing as doing so in the digital environment and it bears little similarity to running a standard marketing campaign. In other words, it is a skill on its own, one that you have to master in order to be able to exploit it to the fullest. Here are several ways in which you can effectively market your business at trade fairs.
Boost your visibility
Think about the importance of SEO and Google rank. Even if you do have the best offer in the world, this doesn’t mean a thing if people can’t see it. The same thing goes on at trade fairs. A lot of people might be walking by your stand, yet, what reason could they possibly have to look at your goods instead of focusing on the offer of people with a stand next to yours. In order to start making a splash, you must first learn how to boost your visibility. Displaying a logo or a banner of your company is a first logical step, yet, it is something everyone else will be doing. Therefore, your safest bet is to go with a giveaway or a contest.
Assemble the right team
Unless you’re running a few-people operation, you won’t be able to bring everyone to the exhibition. Nor should you. You see, introverts are superior employees to extroverts in many aspects, nonetheless, they’re not as efficient on trade fairs. Here, you need people who are communicative, friendly and radiant. In other words, people-skills take precedence over productivity in their workplace. Keep in mind that people you bring to the trade fair become the face of your company, so choose wisely!
Try out your stand
In the trade fair, your stand is going to play a major role, when it comes to the attention attraction and conversions. Therefore, you need to get creative with it but in order to do so effectively, you need to get an idea of how much space your stand will occupy. DisplayME suggests that you should look for exhibition stands before the actual event and set it up in the office as soon as it arrives. Keep in mind that you don’t just have to take the dimensions of the stand into consideration. You might also need to display some leaflets and promotional materials, as well as have some maneuvering space around the stand.
Announce your presence on social media
A crowd attracts more crowd, which is why you might want to use the power of your existing fan or customer base in order to boost your reputation. The simplest way to do so is to announce your presence at the trade fair in question via social networks and invite all your fans, followers and customers to come there in person. Aside from increasing the number of visitors at your stand, this also gives you an ideal opportunity to mingle with your target demographic in person. You would be shocked just how insightful can such an experience be for your future marketing campaigns.
Networking, networking, networking
Looking at everyone else in your industry like a direct competitor or enemy is not a healthy attitude, nor is it a mindset that leads towards progress. In order to advance in any industry, you need to establish a network of contacts and a trade fair is a perfect place to do so. Think of it as “who’s who” of your industry (at least on a local level), which can be an ideal opportunity for you to reach out to potential partners and acquaintances. Sometimes, it’s even worth going this extra effort in order to size-up your competition in person. Nevertheless, you never know when you’ll benefit from expanding your network of contacts.
As you can see, successfully marketing your business at trade fairs can be simpler than you’ve initially thought. Still, you have to set your priorities straight from the very start. While each of these events should be used to reach out to your audience, you still need to decide whether to put a focus on showcasing your product, mingling with your customers or networking. Once you manage to establish this, the rest of your preparation efforts becomes much easier.