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Return on investment
Trade fairs are known as the source of high profits. The research conducted by the Exhibition & Event Association of Australia has shown that average expenses of 9% of the company´s marketing budget incurred while participating in the fair bring the profits of a 23% increase in business. The research by CEIR (Center of Exhibition Industry Research, FEBELUX: Federations of Fairs and Exhibitions in Belgium and Luxemburg) has shown that 76% of trade fair visitors have a specified agenda and 48% of potential deals discussed at the fair do not require any specific follow-up and efforts made by the sales department in order to be successful. Completion of the trade fair leads costs 56% less than traditional visits at potential trade partners.
How to prepare for the trade show?
A marketing plan
Trade fairs are a marketing investment. Each investment has to be well thought over in order to bring expected benefits. How to prepare for the trade show? What activities to perform during the fair and right after? Participation in the trade fair preceded by a marketing plan is the most effective.
Before the show
How to prepare for the trade show?
You should:
set specific goals for your participation in the fair,
design your stand so that it helps you to achieve your objectives,
invite prospects to visit the stand,
make the most of pre-show PR and advertising,
train the staff that will be present at the stand,
use the Internet.
Good preparation of meetings at the stand means:
reduction of sales costs by 45%,
facilitating the sales process by 40%.
The number of visitors to the stand may increase by as much as 45% if prior to the commencement of the fair the exhibitor makes use of other marketing instruments, such as advertising, direct mailing, or press conferences.
(Source: Power of Exhibitions II, Belgium)
During the show
The most important activities during the show include:
everyday briefing of the stand staff,
attracting customers,
focusing on the key target group,
skilful use of the media.
A highly motivated, well-informed team does more than any other factor to differentiate you from other stands and make an impact on your market. Remind everyone of your goals, your key messages and the role of each team member. Keep the energy up and the attitudes positive.
After the show
The show does not finish when the stands are disassembled. Activities and decisions resulting from your participation in the fair are also crucial. This is why it is worth to:
frankly analyse and assess your participation in the fair,
measure the results and compare them with objectives,
track the leads,
follow up all contacts with trade fair guests through mail,
follow up contacts with the press to guarantee publicity,
reserve a place for next year.
Appropriate approach
There´s no doubt. Trade shows bring measurable results. By planning your activities before, during and after each event, they work even better.
Trade shows let you simultaneously achieve many of your goals, they help you start and build personal relationships that are so vital to success in today´s competitive environment. That´s why so many leading companies make exhibitions an important part of their marketing plans.
(Source: Association of Exhibition Organisers)
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