Knowing how to use your brand to appeal to an exhibition audience could make the difference between coming back with many leads and coming back with none. Here we look at how best to use your brand in the right way to appeal to the exhibition attendees.
Exhibitions are known to be a fantastic place to expand your lead numbers and to forge great new business connections.
Booking your place and putting up your stand can help attract visitors to your brand, but there are some secret benefits you’ll find once you attend as a visitor rather than an exhibitor. We’re here to spill all of the exhibition secrets…Continue reading “What You Can Get Out of Going to an Exhibition as a Visitor”
The real key to securing dates in the diary and potential new customers after an exhibition is to follow up your leads.
So many people give up if their first email is ignored, but a proper follow up strategy will make a difference when it comes to making a sale.
So, what are some of the things you can do to improve your follow up skills and strategies?Continue reading “The Best Ways to Follow Up your Exhibition Leads”
You’re only as strong as your marketing plan – it’s the difference between where you are now and where you want to be in a year’s time.
Everything you want to achieve can be outlined in your marketing plan – the exhibitions you want to attend, and the marketing lead up to this, themes for your social media planning and the amount of business you want to see increase.
So how do you go about building a marketing plan, and why is it so crucial?
Assess your Situation
The first step and key benefit of a marketing plan is that it allows you to take a step back and assess the way your marketing is currently performing.
In doing so, you’re able to pinpoint marketing areas that need improvement, and identify strategies that seem to be working for you as they are.
The overall view of your marketing will really help you see how you’re performing as a whole too, and will help you with the next stage of the plan…
Determine your Goals and Measurement
Without knowing what’s currently an issue within your business, you won’t know what needs changing, or how to measure that you’re achieving these.
Once you’ve assessed the areas in your marketing strategy that need to improve, you can outline the main things you want to achieve from this.
For example, if you know your exhibition posts don’t get a lot of engagement on social media, your goal could be ‘double the engagement on exhibition posts on Twitter and Facebook by December 2019’.
You would then aim to measure this by noting how much increased engagement you gain per week or month and set your strategy (to be discussed shortly) to meet these goals.
Focus on no more than 3-5 goals to avoid overwhelming yourself and diffusing your energy away from the main aim of revenue growth, and make sure you have research to back up the validity and possibility of your goals.
Set your Strategy
If we use the goal outlined above as an example, some strategies you could use would be
- Running a competition on Facebook monthly and announcing this and the results on Facebook.
- Conduct A/B testing on your exhibition ads to see which perform better for which audiences.
- Encourage people at exhibitions to engage with you on social media or generate a hashtag to share photos and discussions related to this.
When you have a comprehensive marketing plan, everyone’s next steps are clear. This could be in the form of announcing your presence at a more suitable exhibition for your brand.
Don’t Feel too Contained
It is incredibly important to remember this plan is an outline and isn’t set in stone. It’s a roadmap guiding you, but there’s still always the possibility that you’ve taken a wrong turn or will reach and obstacle.
As long as you keep researching and measuring your goals and results, you will be able to evolve your marketing plan when necessary, be this mid-year, quarterly, or just in time for the next exhibition if you decide a different strategy would produce better results.
You want to make sure your marketing plan is driving results. If you don’t see this being the case, it’s time for a refresh.
Why is it so important?
Whether your business is big or small, your purpose should be revenue growth, and without customers you will never see this. Your marketing and in turn your marketing plan are the key components to attracting and retaining these customers.
The strategic and time constrained nature of a marketing plan really will help you notice whether you’re seeing results with the strategies you use in the time you require.
For any first-timer, placing yourself in a hall full of established business owners and eccentric exhibitors can be daunting. Whether you’re an attendee or an exhibitor, it’s easy to let your nerves get the best of you at your first event.
To help banish those nerves, there are some things you can do to help exhibition day go as smoothly as possible.
Find out who will be attending
This is your first step to networking at your first exhibition. Discovering who will be attending, exhibiting and speaking at the exhibition can help you decide who might be the most useful to speak to, or who might be able to best introduce you to other people.
Attendee lists or exhibitor lists are often available in advance – find out who might be interested in your company and vice versa. You could try sending them an introductory email reaching out and explaining you would love to meet them.
Having already reached out to a range of people, come exhibition day, you have a point of conversation and a reason to stop by their booth or to encourage them to stop by yours.
Brief your staff
Naturally, the people who come to your booth will be asking questions about the products or services you offer.
Make sure you prepare the people on your stand with the information they’ll need to answer these queries – impress visitors with your knowledgeable answers.
Ensure that your staff are friendly and conversational. They’re the faces of your business for the day, so ensure they are approachable and comfortable asking questions themselves, assessing the needs of those who stop by your stand and turning them into qualifying leads and customers.
Engage on social media
Most of the buzz regarding a trade show happens on social media beforehand. A lot of exhibitions and shows will have a specific hashtag on Twitter in which they encourage announcements and photos to be shared under the guise of connecting likeminded attendees.
Use LinkedIn to your advantage and connect with people before the show to make your follow up process easier and more memorable.
Bring business cards
This is key to any exhibition. How else do you expect people to remember your contact details? A business card presents these in a neat and compact way and is also your time to shine when it comes to design and representing your business.
Make sure to invest in some business cards even if you’re only attending and not exhibiting – you never know what companies might be interested in and want to contact you.
The offering of a business card is an extension of the conversation after the show, where the real deals are made. Don’t be the person to miss out on this opportunity!
Be physically ready
It goes without saying that an exhibition will undoubtedly be a long day on your feet. Make sure you get a good night’s sleep beforehand and don’t drink too much alcohol the night before – you’ll need to be on top form and the chirpiest you can on exhibition day.
Make yourself memorable and memorise others
It’s great when people can remember you from an exhibition. Whether this is due to the way you look, the conversations you had or how your stand was presented, it’s good to be a key takeaway from someone’s day.
When it comes to the follow up, it makes the whole process easier if people can remember you and what you spoke about.
On your business’s side, take notes on your conversations so you’re familiar with who’s who and what they want.
It never hurts to be sure and can result in a following sales pitch being much more tailored, personal and persuasive.
So, there’s our top tips for making the most of your first exhibition and getting the best leads whether exhibiting yourself or attending.
For all your exhibition needs, stands and services, first timer or veteran, contact us today at 200m2.