What you need to know for a successful trade show

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.”