Launch promotions before the exhibition

One of the best things you can do as you are preparing for an exhibition is to treat it like a show of your own.

This will be in stark contrast to many other exhibitors who simply book an exhibition space or exhibition booth, wait for the date of the exhibition, head to the hall and dress it up and put a few team members to man the booth for a few days. If show attendance is good, you will have some results. If show attendance is bad and the turnout is poor, you blame the organiser.

But what if you treat it like a show of your own, and prepare for your own show? Way before the exhibition, you should be planning and orchestrating promotions and marketing activities that will lead up to the exhibition, whetting up the interest around your company.

Take ownership of your promotions as you prepare for the exhibition.

Launch marketing campaigns on Facebook in anticipation of the exhibition.

Give out coupons / discount vouchers online which can be redeemed at your booth.

Have a competition or lucky draw and announce the winners.

All of these promotions culminate at the exhibition itself, where your audience and visitors have already been acquainted with your company and your brand beforehand, so that when they come and finally meet you there, the rapport has already been built and it is easier to build meaningful business relationships with them.

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Prepare for common questions at the exhibition

At the exhibition, you will encounter many visitors and potential customers.

They walk past your booths and most exhibitors are good at making eye contact and a polite nod, but that’s simply not enough!

To make the best out of your company’s investment in the tradeshow and exhibition, you should be engaging and interacting with visitors to the show. And once you’ve gotten past the ice-breaker and made contact, once you have passed your brochure and marketing collaterals, the visitor usually takes in your company’s proposition and asks a few questions to get the conversation going.

Don’t falter now! Make sure your team is ready to respond to simple questions and the basic objections.

You can prepare for this before going into the tradeshow, by having a list of questions and objections most likely to be posed to you by visitors drafted out and answered. Have this on paper and distributed to your team. Ensure they are all on the same page and can answer accordingly. This will help your team to present your company confidently to visitors, instead of hemming or hawing your way through their questions and looking totally unprepared.

Once you’ve passed the test of answering basic questions, only then will visitors be keen to take the conversation further.

All the best!

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