Businesses and decision–makers travel across the world to attend trade shows each year. Prime opportunities to network and generate prospective business, it comes as no surprise that so much preparation goes into organising exhibition stands.
With a whole host of things to have in place from stand design to staffing, it’s easy to forget those last–minute things that can really make a difference.
Lowe sales staff attend major exhibitions on a worldwide basis, and as they prepare for a busy period for the exhibition market, we consulted them on the 5 things to remember in the run up to show time for your trade show presence:
1. Social media marketing
Exhibitions are an opportunity for offline marketing for your business however you can get a head start on building excitement around your business by sharing your trade show presence online.
It’s no small feat showcasing your business at an exhibition. When all the prep is finally in place it’s time to notify your social media followers on your hall and stand number and use the online medium to invite them to meet your staff. Use relevant trade show hashtags to extend your reach beyond your followers to those attending who have yet to discover your business. A bit of pre–exhibition social media marketing may assist in keeping your business in mind and bringing attendees to your stand during the course of the exhibition.
2. Notify prospects
Don’t let a perfect opportunity for networking go to waste. If there’s a prospect you’ve been hoping to meet with it’s essential to notify them of your trade show presence and organise a meeting. Taking these steps you’ll be guaranteeing visits to your stand before you’ve even arrived to set up.
3. Check out the Competition
Competitor presence at exhibitions can be very helpful – their presence may assist in attracting potential customers who are relevant to your business too. By looking at the exhibitor list and doing some research around competitor products and offerings your business will be in good stead to formulate an effective approach to your marketing efforts at the exhibition.
Trade shows are abuzz with the promise of freebies and product samples, so a stand lacking in this regard may be more off–putting than you think. Walking the halls of a large exhibition can be tiresome work for attendees, have refreshments at the ready and product samples too if possible. This final touch will create a positive association with your business and may keep visitors at your stand a bit longer too.
5. Follow–Up Communication
Sales leads are the driving force behind the success of many businesses exhibition presences – its why businesses return year after year to exhibit their products. It’s important to have a follow up communication plan in place to turn those leads into customers. Sorting leads by priority can help organise your leads and ensure that those more likely to convert are contacted first.
Do you need to organise refrigeration for your next exhibition? Take a look at our list of display refrigeration units perfect for exhibition stands or contact a member of the Lowe sales team to discuss your requirements.
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