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Reputed and well-attended industry trade fair offer a lot of opportunity. Here’s how you can get maximum return on investment from your participation – with just a tiny bit of effort on your part

Have well-trained staff: Ensure your staff and executive team members are well-trained. It’s recommended to involve only those who have complete product knowledge, interest in the brand and the organization at large, and are competent enough to handle the pressure. Since they will be the face of your company and will represent your brand directly, ensure that they are well-groomed and well-suited to a corporate environment; able to pitch to clients for contracts, and get new business leads from walk-ins.

Keep communications clear: Being transparent about your products’ features helps. Avoid being humorous with business associates at such events as not everyone will enjoy the joke. Also, avoid an overload of information, and respond to all queries in as simple and to-the-point language as possible. Avoid gimmicks or a clutter of representational visuals or content. Avoid a hardcore approach for pitching or advertising, as this might make you appear pushy and turn people off.

Give away goodies: Giving away keepsakes or a miniature product related to your business, keeps things interesting, fun and can also be a crowd-puller. Examples of good giveaways are popcorn, juice, mints, cupcakes and eco-friendly keepsakes, and keep things light and easy, even in a serious business-like environment. Organise relevant online/offline contests for a larger audience with prizes and vouchers, and save all participation forms as it helps you acquire more contacts.

Get on social media: While coverage from journalists and trade fair analysts at such events helps you get free publicity, also ensure that you create a social media presence and keep updating posts on Facebook, Twitter, LinkedIn and such. These could be in the form of live updates, pictures, blogs, business articles and more. Sharing and reposting media articles and videos gets you visibility with minimal effort, manpower and expense at your end.

Watch your body language: Dress well and neatly, as appearances matter at trade fairs. Avoid sitting when you have walk-ins approaching your kiosk, and be proactive and move about to meet potential clients and associates. Smile, listen carefully to what people have to ask or say and speak only if you have something relevant to add. Keep things like business cards, catalogs, pamphlets and display items handy to save time if you have to give them out.

Follow up after the fair: Follow up with leads immediately after the event is over. Thank old buyers for their support and arrange for meetings with newer vendors. Try to connect with every person who entered your kiosk; it’s recommended to keep a visitors book to maintain their records. In case you’ve received a moderate response to your participation in the trade fair, look for quality leads. The quality of the inquiry matters more than the quantity of walk-ins, and with a proper follow up, you can still generate good business.

What are some other ways in which you can maximize your trade fair participation? Share your views with us.

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Exhibiting in a Trade Show has its share of boons – greater visibility, media coverage, direct communication with clients, vendors and buyers and also to stay abreast of your competitors. Here are four reasons to exhibit in a Trade Show –

Holistic Product Experience: In general, people respond to sensory stimuli and a trade show is full of varied multifaceted dimensions. So every person visiting your kiosk is completely involved in experiencing the product through their five senses while also taking into consideration the monetary aspects. Especially with a sector like interiors, furnishings and architectural products; potential business partners, buyers, vendors, franchisors need to be able to see the colours and touch the varied textures. This helps them experience the ambiance your products create, see the finishing of designed products and also all the finer details in their entirety.

Exposure & Brand Building: Trade show is a gathering of industry people relevant to your business sector who understand the foundation of your products, the details involved, client base and most importantly the commercials generated. Trade shows are perfect platforms for brand exposure, as they give any enterprise a chance to reposition their brand, increase product awareness, gain direct publicity, conduct market surveys, and get visibility in online for more print and other media. Since a trade fair often affects the economy at large, it is also opportune to connect with international buyers, tradesmen and merchants. Another great advantage of exhibiting at trade fairs is the organic ‘word-of- mouth advertising’ as you connect directly with your clientele, and clearly communicate your brand products and other market factors. Trade fairs also aid in strengthening relations with existing clients, franchisors and vendors who want to stay abreast of your newer offerings.

Check Your Competition: Trade Fairs allow an enterprise to check out your competitor’s products on the same platform. From their display, marketing strategy, pricing to pitching plan, here’s a chance to absorb all that keeps them in business. See which are the new products they have so can upgrade your own, learn & observe your buyers requirements, attend presentations and demonstrations to know more about the market. This keeps your ideas fresh, keeps you ambitious and goal-oriented to survive in the ever-evolving business world.

Product Platform: Trade Fairs are a great investment if you know how to maximise your resources. They are a great platform to launch new products as you are already present at a venue thriving with businessmen, buyers, vendors and franchisors. You have manpower i.e your product team and your product displays can be arranged to launch your latest offerings. Since trade fairs are extensively covered by print, online and other media – you are assured of relevant exposure and visibility at all levels. Your old clientele and new buyers are already at the same venue, so you can make direct contact and save on advertising costs. Exhibiting at trade fairs help you save time and money and make for very lucrative platforms to launch new products and give a fresh look to your classic ones.

Which are the some of the reasons why you would exhibit in a trade fair? Share your views with us.

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Trade fairs can give exhibitors immense boost to their business via the large-scale exposure, direct communication with buyers, media coverage, and greater marketing opportunities. Here are some of the ways in which visiting/participating in a trade fair can boost your business.

Fresh Business Leads: Trade Shows give brands and enterprises a large scale opportunity to connect with old and new buyers, vendors, franchisors and meet newer associates. Walk-ins at such events are in a greater number and these could be potential business partners/collaborators out on field work to gain fresh business ideas; so give them a few minutes of your time and give them a good presentation/demonstration to your product range. In case, you’re attending to many people at once, keep a visitor book ready to note down their contact details and also ensure you exchange business cards.

Direct Communication: Trade Fairs are opportune to speak to your target audience directly and be more transparent about the information shared. Emails, smses, press releases are often tiresome or get spammed/ignored and these don’t guarantee that your business associate has complete clarity or product knowledge to make a business deal. These events also let you connect with your old buyers and take feedback on the existing partnership and give it new life through co-operative plans. Another bonus of trade fairs is the positive media coverage you gain as your brand and product range get free publicity and reach out to a larger audience through trusted channels and other journalistic means.

Sales Experiments: Trade fairs are a highly responsive environment with instant feedback and communication so optimise your resources for sales, other avenues of garnering business partners. Explore newer channels of sales and marketing like sponsoring events at the trade fair, taking up banners and hoardings for advertisements, distributing pamphlets, catalogue, having TV units running your ads and contests with lucky draw prizes.

Launch New Products: Trade evens are perfect times to showcase new products of your organization among relevant target audience. Co-ordinate with organizers more easily and invite industry influencers to view and review your products to get quality coverage for print and online media sharing. Give direct demonstrations about your new range at no extra advertising costs as you’re already at a live venue amidst your vendors and buyers, with a company display of your entire portfolio of offerings and like this will support the transactions.

What are some of the reasons you feel trade shows can boost your business? Share your views with us.