SyMas2012

Purchase of the exhibiting area at the trade show is only one-seventh of the success. There are challenges concerning the preparations of the effective strategy to present your company, the choice of the personnel and their training, the arrangement of additional attractions for the visitors, the preparations of the promotional materials and sending invitations for current and potential clients.

1. The exhibition catalogue

It is not a good idea to place the standard advertising material in the exhibition catalogue, such as press information template or a ready note on the company’s offer. You should rather think about the characteristics of the group of visitors and adjust your handout for them, not forgetting about the word limit, etc. It is not worth losing extra advertisement opportunity!

2. Sending the invitations

You ought to invite to the trade show both your current and potential clients. If you do not, the competition probably will do it and you will lose a chance. We strongly recommend sending printed invitations as well as the electronic ones. Some people pay more attention to the printed invitation, while others will rather respond to the invitations received by e-mail. We will supply as many invitations as you need. If you do not have time to send them, deliver the list of addresses to us and we will do it on your behalf. (Data protection guaranteed.)

3. Informing the clients about the participation

We suggest using every possible channel of communication:

• placing information about the company and the offer on the trade show website (My easyFairs)
• using own address lists
• putting the banner advertisement of the trade show on your website
• mentioning the participation in the advertisements (if the advertising campaign is already planned this does not result in additional expenses apart from small change in the publication‘s content)
• informing about the participation through the sales representatives and other employees

4. Service at the exhibition stand

We suggest choosing the best experts to attend the stand. Employee who will attend your company’s stand should be professional, with a positive attitude towards every conversational partner, well-dressed and polite. They ought to write down information about the potential clients. It is a good idea to put a container for business cards, although it is even better to make notes of who we talked to and what are they interested in. It is very important to establishing connection after the trade. Take into consideration to not overwhelm the person interested in product with excessive information but answer exhaustively to any questions they may ask. During the trade show it is crucial not only what you sell but also how you do it. A visitor coming to see the stand is the most important person. You shouldn’t hastily judge the number of the collected contacts by the end of the day but how many you initiated. Even the connections that didn’t conclude in a definitive results are the marks of your company that can flourish later.

5. The method of presenting the offer at the stand

Visitors make contact with hundreds of exhibitors during one day, so it is not enough to show enthusiasm and professionalism to make the presentation stand out from the rest. It is a good idea to surprise a client with a non-standard show at the stand or a conversation which would differ from worn out tradesman’s attitude. As there are many competitive message aimed at the visitors, it is best to prepare a clearly formulated information message, which characterises your participation (for example the new product or a special offer) and systematically use it.

6. learnShops™ seminars

We encourage you to give a seminar at learnShops™, however you should remember not to make your presentation an advertisement of a product. Analyses of the cases of the frequently occurring difficulties are particularly welcome.

7. A run of good luck after the trade show

The most important thing is to maintain contact with potential clients immediately after the trade fair. It is a good idea to try and establish contact again three or four months later with whom you have not managed to do contact before. You should follow the history of contact and sale obtained as a result of the participation in the trade show. It will grant you the possibility to determine the refunding from the investment. While enjoying the success, it is worthwhile to think on what can be done to gain even better results next time!