West Exhibition
Blog
18
2015
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11
Secrets to Successful Exhibiting for Exhibitors
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Exhibiting is a very effective traditional promotion channel, where buyers and sellers engage in high-density interactions over a concentrated few days. Generally speaking, exhibitions require high investment and have a short duration. How to make the most of the valuable time during the exhibition to maximize returns on investment is a concern for all exhibitors. The following tips for successfully utilizing exhibitions may be common knowledge, but are provided for reference.
1.Choosing effective exhibitions for companies to participate in not only showcases the unique features of their products and expands brand awareness, but also helps understand the structure and quality of competitors' products, the scale of the company, future development trends, and gather information on existing and potential competitors. More importantly, exhibiting companies need to connect with qualified buyers. Nowadays, with so many exhibitions, if these effects can be achieved, then the company has chosen an effective exhibition. This is the first key to successful exhibiting.
2. Contact buyers in advance. To leave a deep first impression on visitors, companies often focus only on booth selection, booth layout, and how to stand out. While this is very important, to attract a crowd, it is essential to proactively contact clients in advance. Reports indicate that buyers are four times more likely to visit booths of companies that sent out invitations before the exhibition. Therefore, exhibitors should not just passively wait for clients but should consciously invite them. Contacting buyers in advance is the second key to successful exhibiting.
3. Distinguish interested buyers. Exhibiting companies should consciously seek target buyers. Some individuals who show "strong interest" at the exhibition may not necessarily be genuine buyers. If all visitors are treated equally, true buyers or potential buyers may be overlooked. This can be discerned by understanding the other party's intentions and current requirements. Of course, to distinguish interested buyers, it is essential to train exhibition staff in communication skills, understanding company product technical information, competitor information, and important clients. Distinguishing interested buyers is the third key to successful exhibiting.
4. Follow up with potential buyers. After the exhibition, the follow-up work with potential buyers should not be relaxed. Timely follow-up is necessary. For example, organize the collected business cards and immediately "follow up" with clients deemed necessary, such as visiting buyers.
5. Do not make too many promises. If you promise exhibitors that there will be 10,000 attendees, you will find it difficult to guarantee that number. Conversely, if you first tell exhibitors there will be 5,000 attendees, when 6,000 show up, they will be even more surprised. "Make fewer promises and take more action."
6. Use telemarketing. For important attendees, call them directly and clearly state: "Come to the exhibition, we will help you..." If you have already sent them postcards and emails, it shows you believe this exhibition is very valuable to them.
7. Be sure to stick it out until the end, even including sending an email to those registered who did not attend on the first day, asking questions like "Where are you?" For those who are very close and can still attend, you should inform them about the next day's exhibition activities in advance. "Do not rush to close the registration website."
If exhibitors can address the above issues, then you are not far from the path to success!
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