What issues should a company consider when planning an exhibition event? This is likely the top concern for event planners participating in exhibitions. The success of an exhibition hinges on comprehensive event planning.
1. Choose an exhibition that aligns with your company's marketing strategy and brand image
Selecting an exhibition that matches your company's sales, marketing, branding, or other objectives is the first step toward success. Before choosing to participate in an exhibition, you must answer these three basic questions:
1) Does the exhibition's theme cover your company's products or services?
2) Will the exhibition allow your company to reach existing or new target audiences?
2. Set participation goals / Customize participation strategy / Target marketing
The second step toward exhibition success is setting goals for your company's participation. Unfortunately, most exhibiting companies do not set goals—this proportion reaches 70%. Worse, only half of those that do set goals adhere to them from pre-show to during the show. However, exhibiting companies that set goals and continuously measure their achievement achieve significant success.
1) Goals and sales
Goals can also motivate sales performance on the show floor, especially when measured by the quantity and quality of customer contacts made by sales staff. This means employees translate company goals into individual targets to achieve at the show. Research consistently proves that successful exhibitors prioritize setting sales-related goals.
2) Basic goals
When setting goals, event planners must first define which products or services the company aims to sell, promote, market, brand, or communicate at the show, and to whom. Typical goals include the following elements:
(1) Increase sales through new orders and high-quality sales leads
(2) Introduce new products or services
(3) Strengthen relationships with existing customers
(4) Conduct market research
3. Targeted marketing
Targeted marketing is the next important step in the exhibition marketing process. In theory, it is simple: contact attendees you wish to see at the show, tell them where your booth is, what you will exhibit, what you will brand or demonstrate, and so on.
4. Pre-show communication with exhibitors and first-time attendees
Contacting such target audiences involves choosing among many communication methods. Here are some specific communication tips:
1) Advertise in pre-show publications – including print and electronic ads – especially special show issues of your industry publications. Remember to mention key sales information about your exhibit: your booth location, who will be at the booth, etc. Pre-show advertising can double your booth traffic during the show, as 83% of attendees use "pre-show previews" to plan their visit.
2) Offer small giveaways at the booth or use other promotional tactics to position your company and products. Personalize your marketing messages for different audience segments: let them know that doing business with you will be better and help them save money.
3) Leverage new promotional opportunities on the internet. Most exhibition organizers can provide a link to your company's website on the show's website, and there are other excellent online advertising opportunities. "Banner ads" or "blogs" can effectively draw target audiences' attention to your booth's special features and location. Remember to use appropriate language.