In the early start up stage, finding early adopters and buyers for the ventures new product is the urgent task. No sales, no survival. One of the best ways to make those early sales is at Industry Exhibitions. Exhibitions attract innovator and early adopter buyers, keen to see what new. It pays therefore to make a winning impression at the key exhibitions that are attended by buyers for the new product.
Here are some marketing before ‚during, after actions and requirements for the exhibition:
- Address the needs of the target audience.
- Design the booth so visitors can navigate easily without feeling crowded. Keep the atmosphere intimate, and remove any barriers between yourself and your audience.
- In addition to it being an open, welcoming and friendly space, there needs to be a focal point and a strong key message that communicates a significant benefit to your prospect.
- Keep the message simple so as not to overload visitors with information.
- Opt for large graphics rather than reams of copy. Pictures paint a thousand words, while very few exhibitors will take the time to read. Use signs and graphics to focus visitors attention on your message.
- Your presentations or demonstrations are a critical part of your exhibit marketing. Create an experience that allows visitors to use as many of their senses as possible. This will help in getting customers to remember.
- Consider offering a giveaway or promotional product that conveys your message in a way that ties in with the exhibit theme.
- Follow The TEN Dos. Avoid the TEN Donts
- Follow up promptly. The key to your trade show success is wrapped up in the lead management process. It is to your advantage to develop an organized, systematic approach to follow-up. Establish a lead handling system, set timelines for follow-up, use a computerized database for tracking.
- Integrate web, email, e-newsletter, business cards into your exhibition marketing campaign. Repetition and continuity are key to getting your sales message across successfully.
- Lighting. Any booth will attract attention if it is well lit and/or differently lit.
- Colours .Bright, rich colours presented in high contrast attract visitors to your booth. But be aware of the mood you put people in with the colours you use. Green = nature, Red = excitement, Yellow = optimism, Black = authority, White = purity, Blue = serenity.
- Soft touch. Upgrade to quality carpet and padding. The soft feel underfoot gives the impression of quality and class.
- Open atmosphere. Eliminate all other physical and psychological barriers to your booth. Move the furniture to the back and sides.
- Movement. Provide movement to attracts attendees' eyes and in turn their bodies toward your booth. Activity attracts people's attention and piques their curiosity. Be sure to involve your product physically or through a sales pitch or anecdote.
- Tickle the senses. Put a drop of vanilla on a light bulb, rent cookie baking equipment, warm brownies, or bake bread to attract visitors to your booth. When was the last time you weren't hungry at a show?
- Personalize your exhibit. Your exhibit doesn't have to be all work and no play.
- Invent a corporate dress code. Don't make the attendee search for your staff. Have corporate attire made so that everyone wears the same shirt, tie, scarf, vest, or jacket.
- Go high-tech. Use all the tools at your disposal to provide information to your clients and potential customers. Use websites, email, fax broadcasts, electronic product directory, web links, and PDA downloads..
- Staff your booth with the best. You need people willing and able to initiate conversation with anyone, answer questions about your product, and record lead information.
- Dont Sit. You give attendees the impression you dont care or youre lazy.
- Dont Read. You arent able to make eye contact with attendees as they walk by your booth.
- Dont Eat or Drink. It is just plain rude and messy. Potential customers are too polite to bother you when youre eating.
- Dont Ignore Attendees. If you are busy when someone approaches, either acknowledge him/her or try to include him/her in your conversation.
- Dont Talk on the Telephone. Why do you need a phone in your booth? Time on the phone is time away from potential prospects and tells everyone you have better things to do.
- Dont Be a Border Guard. Dont stand where you become a barricade or block the attendees view. Stand near the aisle and off to the side.
- Dont Hand Out Literature Freely. Your catalogues and brochures end up in a bag with everyone else literature. Be discriminating in who gets literature. Better yet, mail them to qualified prospects after the show.
- Dont Underestimate Prospects. Get out of the habit of sizing up somebody simply by the way they look. Qualify them, dont classify them.
- Dont Cluster With Friends and Other Booth Personnel.
- Dont leave lead generation to chance. Develop your lead generation, qualification and tracking/follow-up system BEFORE the expo.