HOW TO GET THE MOST OUT OF EXHIBITIONS

HOW TO GET THE MOST OUT OF EXHIBITIONS

1- Choose The Right Exhibition

2- Promote Your Attandance At The Event

3- Capture Enough Leads

4- Have A Clear Objective For The Event

5- Always Look Welcoming And Friendly

7- Follow Up Your Leads

Choosing the best exhibition that matches your company’s sales, mar-keting, branding, or other objectives is your first step toward success. It’s easy just to sign up to an exhibition because your competitors are there or you think it’s a great opportunity but signing up to an exhibi-tion doesn’t guarantee you the amount of leads you expect. Conside-ring the cost of taking place in an exhibition, you shouldn’t risk that much of investment. The exhibition visitor profile should o�er your company a good potential for making sales or gathering sales leads.

When an event doesn’t quite go to plan it’s all too easy to blame the organizers. They didn’t promote the exhibition well enough or ask the right people and this may be true to a certain extent but as an exhibitor you need to get involved with marketing the event too. You need to let people know that you’re going to be there.

There are many reasons to exhibit and the main one for most of us is to use exhibitions to captu-re leads and build a database. At the exhibition it’s a frantic mission to capture as many leads as possible. We’ll do the selling later.

As a business owner you need to make sure that every piece of marketing you do generates a return on your investment, and exhibitions are no di�erent. You should go in with a clear goal to generate a specific number of leads,

How many exhibitions have you been to where the sta� are huddled together chatting, eating or on the phone? As a visitor, exhibition stands can be intimidating. Do we dare cross that threshold? Are the sta� going to bully me into buying something I don’t want? If you want to encourage people onto your stand, don’t do anything that will put them o�. Do your best to show your hospitality and friendli-ness to your visitors.

Whatever your business is, most of your visitors will care about how your stand and your stu� look. Researches show that a first impression is made within the first seven seconds after you meet someone new. When you meet someone for the first time, they are taking a rapid inventory of your gait, your smile, your handshake, and how you present yourself. As you are making your approach, they are deciding if they can trust you, if they want to know and work with you--so many questions are answered in those first few critical seconds based on what they see, and how you make them feel. Keeping in mind that it is very di�icult to change that first impression, you can’t risk the message your dress-code delivers.

Following up on every single lead after an exhibition is hard work. When you have over 100 leads, making a commitment to speak to every single one takes weeks, if not months of dedica-tion but imagine you run into a sandwich restaurant and you pay for your meal. When they hand your meal over, you refuse to have it and leave the shop without having your money back. It wouldn’t be a logical behavior, would it? Failure to follow up leads is an absolutely heinous crime! Plus, the unconcerned visitors will think you do not value their business. So why would they value yours?

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6- Make sure your dressing code delivers the right message.