maandag 2 januari 2017

‘To be, or not to be’ part of the exhibition.

Should we promote our company at a trade exhibition or not?
This fundamental question has usually been answered by the time I come into the picture. In many cases the dates of the exhibition have been noted in the diary. Often the position of the stand is known and how big the stand should be in square meters. More often than not the budget too has already been determined.

Recently I was approached by a company where the fundamental question had not yet been answered. They were still deliberating the ‘how’ and ‘what’. Why they should take part, ‘yes’ or ‘no’. They asked me for advice which makes me very happy. I can use my know-how and expertise to give an honest and objective answer. Even if the answer is negative, as in ‘don’t’. Maybe a different channel of marketing would be advisable.

In this particular case, it concerned a logistics company which had substantially grown in the refrigerated transport section, who foresee opportunities on the internet in the field of catering. “WebwinkelVakdagen” seemed to be the best platform to present their possibilities in this fast-growing new marketing sector.

To ensure success in participating in a (trade)exhibition, a number of issues have to be addressed and be clearly answered.

  • Why do you wish to go to the exhibition?
  • What are your expectations?
  • What do you hope to achieve?
  • Who are your potential clients?
  • How many potential clients are there?
  • Are these potential clients coming to the exhibition?


I always advise my clients to acquire information from the exhibition organisation about visitor profiles and to continue to follow the trend of the exhibition. Another very important aspect to consider for success in participation in the exhibition is determined by the visitor marketing;

  • What does the exhibition organisation do to attract visitors?
  • Besides media marketing, is there a seminar program?
  • What are subjects presented?
  • Who are the speakers?
  • Are the subjects of interest to your potential clients?

It is of utmost importance that these questions are answered. After careful
consideration, a ‘yes’ was decided on taking part in the exhibition, based on my
advice.

Everybody happy.

More next time on square meters and the budget.

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