module 6 exhibitions and events

Module 6: Exhibitions and events

6.1 Visiting a trade show

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Do’s on a trade show

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- Plan in advance and set targets

- Pre-register- Take your time- Take advantage of free educational options

30 Tradeshow tips by Susan Friedemann

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1. Know what you want to achieve 2. Plan which exhibitors you want to

visit and divide them in two parts - ""must see"" and ""want to see"“

3. How much time you want to spend at the show and at each booth? Leave time for browsing, distractions and waiting

4. Who else from your company is going to the tradeshow?

5. What information do you need to have from each exhibitor.?


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6. Lead gathering form 7. Make appointments with exhibitors

you really want to meet8. Get a map of where exhibitors are

located and prioritize your route9. Take plenty of business cards

(avoid filling out forms)10.Pack comfortable shoes and

clothing to wear on the show floor.


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11.Take a light and comfortable bag for accumulated materials.

12.Make travel and hotel reservations early for discounted rates.

13.Stay at a hotel close to the convention site.

14.Plan the seminars/workshops you want to attend.

15.Pre-register for the event and arrive 30 minutes before opening


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16.Revise your plan at the show. 17.Request literature and

samples be mailed (don’t carry them with you)

18.Get a map of the city19.Tell exhibitors you are on a

tight time schedule to avoid casual chatter

20. Look for networking opportunities.


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21.Skip overly crowded booths 22.Check coats and bags 23.Carry a pad and pen to write

down important notes24.Take a break after a few

hours to refresh and get some fresh air

25.Write a trip report as you go along and summarize your notes every day after you get back to the hotel


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26.Be prepared to push for answers to questions exhibitors are not prepared to answer.

27.Avoid conversations with vendors you are not interested in.

28.Leave the show about 30 minutes before closing

29.Plan how you are going to implement the new information

30.Be prepared to follow-up after the show for literature and sample requests.


6.2 Networking

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What is networking?

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Networking is a socioeconomic business activity by which groups of like-minded businesspeople recognize, create, or act upon business opportunities.

Wikipedia.org

Networking

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- more cost-effective method of generating new business than advertising or public relations

- Low cost but personal commitment- Local business community or Internet- Networking is key in the marketing

plans of many businesses

How to Networking (Sobel)

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1. Find the most important persons (critical few)

2. Go to the next level3. Easy ways to engage the rest4. Help people5. Be intriguing6. People, not positions7. First give, the ask8. Generosity


6.3 Holding an event

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Holding your own event – Do’s

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- Research your niche market- Budget accurately- Look for expert help and advice- Get support from your work colleagues. - Maximize all parts of the event (sales, marketing,

product development research, data collection and/or even staff motivation/incentives)

module 6 exhibitions and events

Marketing