To have a successful trade show, proper planning is necessary, IFE Ogunfuwa writes
Trade exhibition is a way of promoting
or advertising a new product or service to a target audience or in a
specific industry in another environment.
According to experts, there are a lot of
benefits inherent in the promotion of products in person within a
different environment.
Business consultants say that trade
shows are an avenue to promote your product or service to a larger group
of people who have little or no knowledge of your products and
services, as well as reaching out to your already existing clientele.
When adequate awareness and preparation
have been made, experts say the people who attend trade shows are
motivated and show genuine interest in the products or services the
company offers, and are often ready to commit to a deal on the spot.
They note that a successful show should
keep the company’s sales team busy for months connecting with prospects
and closing deals.
For both exhibitors and visitors at a
trade show to enjoy all the aforementioned benefits, the Event Manager,
D’Chillers Concept, Ms. Yemi Idowu, says that adequate planning and
preparation are necessary.
She says, “A major trade show requires
preparations in advance. You must develop a solid plan and monitor your
progress vigilantly.”
She says that the following are very important when organising a trade show.
Evaluate the expected outcome
The event manager explains that
participating in a show will require a major investment of time, money,
and other resources on the part of the organisers.
As such, she advises that a thorough evaluation of the show’s impact should be done.
Idowu adds, “Are the attendees likely
customers for your organisation? Exposure to a few hundred very
qualified targets is better than exposure to thousands of generalists
who are very unlikely to be interested in your business.”
Identify your goals
She says that the objectives of an
exhibition should be identified in order to channel the available
resources in the right direction.
Idowu notes, “Be specific about the
things you want to accomplish as a result of your participation in the
exhibition. Do you want to increase visibility, gain exposure to a large
number of customers who may be interested in your products, or check
out the competition?
“Concrete goals are important to determine the value of the trade show to your organisation.”
Advertise your presence at the exhibition
To create adequate awareness and attract
the right crowd, Idowu says that participants can use news releases and
other means of communications before and during the show.
She suggests using tag lines such as
‘see us at booth 15 at the arch built event’ in news releases and other
communications leading up to the show.
Idowu adds, “Write a news release
announcing the show. Invite editors to stop by the booth, or set up
appointments between them and your spokespeople.”
Design an open, inviting booth
In the design of the venue, Idowu says that the company’s logo should be visible and draw the attention of the visitors.
She explains, “An open booth design,
with no tables obstructing access, attracts attendees to come in. Your
logo should be big enough to be seen from a good distance. Use
interesting graphics to draw people’s attention. If space permits,
provide comfortable chairs to encourage prospects to linger.”
“Design power point presentations and
demos for the booth. These will draw attendees to your booth and help
them learn more about your business. Presentations will allow you to
communicate information to many prospects at once. Maximise ‘walking
around’ space by mounting brochure displays on walls.”
Prepare all marketing materials
All documents, forms, brochures and fliers should be ready before the day, Idowu stresses.
She adds that a company’s employees at the exhibition should be dressed in a unique fashion for easy identity.
The event planner says, “If your
marketing materials need to be updated or redesigned, take care of this
early. You don’t want to run the risk of having no brochures to hand
out. Design forms for filling out prospects’ information.
“Create a unique identity for your
booth workers. Decide on the dress code for them such as matching
blazers, T-shirts, or even boutonnieres. This will make your
representatives easily identifiable.”
She adds, “Consider giveaways to
generate attention and a sense of fun. These don’t have to be expensive.
Pens with your web address and a catchy slogan can be very effective.”
Train your workers before the exhibition
According to her, conducting activities
at the show in a professional way can only be achieved if the workers
have the right expertise to engage participants without conflict.
The event manager adds, “Your members of
staff need to know what is expected of them. They need to be briefed on
all new programmes and initiatives of your organisation. They must know
how to run the demos and presentations, and they should know some basic
troubleshooting. Nothing looks more unprofessional than demos that
don’t work. Be sure you have a representative who is fully committed to
the event.”
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