How to prepare your company for a successful Trade Show?
So you’ve started thinking about attending a trade show? As with most things in life, we want to get value for our money and that is why it is important to set yourself up for optimal success when attending a trade show. A Trade Show has the potential to be a very powerful marketing and sales tool, but to ensure that your goals are met, and your money is well spent, there are some preparation steps to go through. We have listed the ones that we think are most important.
Planning your participation early gives you loads of advantages compared to that of exhibitors. Firstly, you can save money on your marketing budget as flight tickets and hotel room are usually much cheaper when booked in advance. Secondly, registering early gives you more choice concerning your location at the trade show. It allows you to select a strategic location in order to maximize traffic at your stand during the event. Finally, the earlier you plan the event, the more time you have to prepare your overall strategy. It’s all about being organized.
One of the most important things to do when you are planning your participation at a Trade Fair is to define your objectives clearly. It is also very important to clearly define your target audience as this will largely influence which trade shows you should be visiting in the first place. Once this is done, you need to define quantifiable objectives as much as possible (number of leads, number of contract etc.). This will help you to motivate your team and measure your success after the event.
Select your Team
You can have a perfect location and a large stand with an amazing display, but even after all of this, it is your team that lies at the core of your company’s performance during the show. We advise you to take your best team with you. You need to inform them about your overall goals and strategy for the event. Finally, don’t forget to set fun and achievable goals in order to motivate your team and ultimately attain better results.
Why would you participate in a Trade Show if nobody knows about your participation? Communication is a key element to your success. You need to let people know that you will be there. Use pre-marketing strategies such as newsletters or social media to let people know where and how to find you. Putting effort into the display of your stand is also a very important aspect, as it should be seen as an opportunity to set yourself apart from the rest. Don’t forget that you cannot expect to see people at your booth if you didn’t tell them that you will be there and what you have to offer.
Be Ready to Network
Don’t forget to have a look at the exhibitors list a few weeks before the show. Having a look at other exhibitors can help you to understand the competition and give you information about the people you should be connecting with during the event. As with anything that involves sales, preparation is an important element of success, so try to get as much information as you can about your environment and your target.
About EMEA MESSE
EMEA MESSE is the first trade fair for consumer goods and logistics dedicated to European, Middle Eastern and African market. The fair takes place from the 19th to the 20th of March in Berlin and invites all producers, manufacturers and distributors of the EMEA region to present their products, meet with industrial partners, explore current market trends and take advantage of development opportunities.