Trade shows are good for scouting new markets and finding potential opportunities. But to ensure a good return on investment, it is essential to prepare your upstream communication strategy and launch innovative activities on the day of the event.
Relay information to all available communication channels
The clear invitation to customers, partners and prospects should be sent by email at least three weeks in advance, with phone reminders ideal for important contacts.
It is essential to relay the information through all the channels at your disposal, such as emails, social networks, the website or the customer newsletter.
It is also advisable to tag the organizer, the event or the city of the event in your Linkedin posts to increase their visibility.
Propose diversified and original animations
Once the target audience has been identified and invited, it is important to offer diversified activities that will arouse their curiosity. These must provide added value to visitors such as inviting influencers, contests, demonstrations of products or services or gifts.
- Invite influencers
- Product/service demonstrations
Communicate on social networks and anticipate the creation of content
During the show, you need to be active and communicate on social networks by regularly posting content (videos, photos, lives). This will make visitors want to come to your booth. It is also essential to think about the signage and visibility of your stand so that it is attractive.
Finally, we must not forget to anticipate the creation of content with high added value (videos, interviews with clients, journalists or witnesses), to make the most of the show. The use of digital will actively amplify your profitability and business meetings will allow you to differentiate yourself from the competitors present.
Participation in a trade show should be measured using performance indicators to analyze profitability. Therefore, it is advisable to run a report after the event to know the number of visitors who visited your stand and which contacts this event generated.
Participate in a fair: 4 key steps!
Participating in a trade show is a unique and profitable opportunity to explore new markets and find potential customers. But to make the most of this event, here are 4 key steps to put in place.
Step 1: Prepare your booth properly
To attract your target audience, it is important to put in signage and visibility that matches your brand. Also think about the animations that will be on your stand in order to arouse visitors’ curiosity.
Step 2: Communicate before and during the show
To guarantee good visibility, it is essential to communicate prior to the event through all the channels at your disposal (emails, social networks, website, customer newsletter). On the day of the fair, you need to be active on social media regularly posting content so that visitors want to come to your stand.
Step 3: Take advantage of the opportunities offered by the fair
Trade shows are a source of opportunity. Therefore, it is advisable to foresee the creation of content with high added value (interviews with customers, journalists or witnesses). Also remember to organize business meetings to differentiate yourself from the competitors present.
Step 4: Measure profitability
Trade show participation should be measured using performance indicators. Therefore, a post-event report is required to assess profitability and analyze the results obtained.
In conclusion, preparing your communication strategy well and setting up innovative animations are the keys to guaranteeing a good return on investment during a fair.