Maximising Returns On Your Exhibition Leads

Maximising Returns On Your Exhibition Leads

Leads from potential customers are the key to success at a trade show – this could be a potential sale or a new contact you can work with. Taking customer information and following up on that person is something that needs to be a main priority for after your trade show.

Gathering Information

Taking the information needed to contact a customer can be done in many ways, if you get the basics to get in touch then it’s all good. However, there are some ways that are going to be much more organised then others. Using an iPad for example, it’s a quick way to take details and store them in an organised way that’s easy to access. Apps are available which a customer’s details can be entered, such as lead capture. This will allow you to take all the customers basic details and store them. Another method is taking business cards from a customer or even their social media information is a good way to contact them and connect with them after the show. Another good way of contacting someone after a trade show is through an email campaign so aiming to get an email or even a phone number is a good first step.

Social Media

Social media is a helpful tool, even if you didn’t manage to collect contact details from lots of people. You can use hashtags and location pins to find people who were at the show, who were possibly interested in your stand and connect with them. Following or liking posts from people is a good way to first contact somebody through social media because the stronger leads are more likely to follow, like or even message showing interest.

Being Prompt

A prompt response after a show has finished to all your potential leads is the best thing to do. It shows you’re interested in them and your stand will still be fresh in their mind. To help people associate your stand and email, attaching an image of the stand may help. Email campaigns are a quick way to contact people, they can be set up before the trade show and customers details can be entered after. When using email, avoid being general, make it personal, include their name and which trade show they attended.  Email campaigns are a good way to generate interest but also to discover which leads to prioritise. Responses from emails could mean you need to prioritise speaking to those customers.

Keep the Engagement

Regular updates are important to keep people engaged with your company and interested in what you have to offer. Hearing from you once after the trade show and then not again for another month with just a newsletter, will make them lose interest in the company over that time. Keeping in contact after the trade show, giving them updates on products and services, follow up calls if they request and generally showing an interest in them will keep the engagement stronger. If everything is done in a friendly manner, the customer will keep the positive association of your company that they gained from the trade show, making business in the future more likely.

If you’re interested in having contact information on your stand, where customers can find you and contact you, then 200m2 can help. We can make custom designed stands for you and would be more than happy to answer any enquiries about how we can help you.

How to choose which trade shows to attend?

How to choose which trade shows to attend?

Here at 200m2 Exhibitions, we often get asked the same series of questions when exhibitors are upgrading their exhibition stand infrastructure.  One of the most common questions we hear at this time of year is “How should we choose which shows to attend?”

The fact that your company operates in a particular sector (e.g. real estate), does not mean that every event with ‘real estate’ in the title or description will be relevant.  If you’re thinking of exhibiting at a show for the first time, do your due diligence first!  When looking at a new trade show, ask yourself the following questions.  And keeping asking these questions until you receive some favourable responses!

  • Will this show attract the type of visitor we want to meet?
  • How many of our competitors attend this show?
  • What stand numbers are free and who is next door?
  • How do the costs stack up against the next best alternatives?

Industry-specific gatherings can really help:

  1. If a company is launching a new brand / product they provide a forum to launch to a specific audience (trade, consumer or both)
  2. If a company has an immediate tactical need (e.g. stock to shift by a certain date)
  3. If a company needs to broaden its network – often excellent relationships can be initiated as a result of exhibiting alongside other exhibiting companies

Test the track-record/credibility of the event!

Is the event established in the sector?  Does it attract repeat participation by the same exhibitors?  Is the show properly promoted?  If so, where is the evidence!

As a participating exhibitor, you want to be sure that the organiser is spending real money to attract the right audience.  Ask the event organiser to supply you with copies of the media plans used to support recent events and example copies of the media coverage received.  If they cannot provide this, you may think it wise to steer clear!

Here at 200m2, we have over 20 years experience in the exhibitions industry.  If you need any pointers in choosing the right programme or the kinds of exhibition stands to use, we’d be happy to talk through any queries which you may have. Call us on +44 (0)20 333 200 92 anytime!

More Darlington exhibition stands announced

Businessness in Darlington (County Durham) are to hold a showcase event on Thursday the 30th of April 2015 in a bid to encourage people to buy locally.

The campaign which promotes Darlington as a business region was instigated by the Darlington Business Club in 2004 and now has the support of hundreds of companies.

The X-10 Crosswire

Businesses both large and small will be attending the fourth annual DL Business Expo which will held at The Northern Echo Arena in Darlington. More than half of the exhibition stands sold within a few hours of the event going online!

Graeme Rowatt, chairman of the Darlington Business Club, said: “It’s going to be the largest showcase based in the Darlington and district area. We have increased the number of exhibition stands available from last year and we hope to get some big DL based firms to attend.”

He continued “We are proud to be working in partnership with Darlington Mowden Park RFC, owners of the Northern Echo Arena, to provide a fantastic local venue for the occasion.”

Businesses with a DL or TS21 1 post code are invited to book their stand online at www.darlingtonbusinessclub.co.uk

Visitors are invited to attend the free exhibition, to meet the buyers and to see the range of products and services on offer across the region. A string of high profile speakers are to be announced shortly.