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12 Steps to a Successful Appearance at the Fair

What is marketing?

  • Identifying and fulfilling customer needs
  • Direct marketing consists of any marketing that relies on direct communication or distribution to individual consumers, rather than through a third party such as mass media.
  • Fairs are the best form of direct marketing

1. Why exhibit at fairs?


  • Sale increase
  • Promoting the company's image
  • Getting to know the market
  • Study competitors and their strengths in relation to them
  • Demonstration of new products
  • Finding new distributors and agents
  • Strengthening relationships with existing clients
  • Identifying new sales opportunities

2. How to achieve goals?

  • It is necessary to choose a fair organizer who has enough experience that will guarantee your success
  • It is important to choose a fair that thematically covers your industry and that will provide you with a qualified visit
  • Appoint a person that will coordinate everything related to the fair
  • Cooperate with the organizers of the fair

3. Successful performance is preceded by:

  • It is necessary to define the range of products that you will exhibit at the stand, and accordingly determine:
  • Design and size of the stand
  • It is necessary to choose staff who will work on the stand and acquaint them with the nature of the work
  • It is important to start scheduling meetings with stakeholders (individuals and groups interested in doing business with you)

4. Budgeting:

Create a pro forma budget that includes:

  • Fees for stand and exhibition space
  • Staff
  • Transport
  • Hotel and food
  • Samples
  • Transport costs for exhibited products

5. Activity before the fair:

Commercials, commercials, and commercials !!!

The goal of communications before the fair is to attract more visitors and potential customers and can be achieved through:

  • Social Media advertising
  • Advertising in daily newspapers, on TV, radio programs, and special magazines
  • Billboards
  • Press conference
  • Invitation card
  • Telephone conversations with stakeholders (individuals and groups interested in doing business) before the fair itself
  • Catalog, price list, and prospectus

6. Organizing a stand and working at it:

  • The stand should be noticeable and allow visitors easy movement
  • The message on the stand should be simple
  • Signs and pictures on the stand should attract the attention of visitors
  • Register visitors at the booth by filling out questionnaires
  • It is necessary to constantly demonstrate products for visitors to remember them (cocktails for partners, product tasting, the launch of a new model, etc.)

7. Product demonstration:

  • It should be positioned so that you can see both the audience and the product
  • Guide your visitors to a place where they can see and hear your demonstration

8. Can a demonstration be successful?

Yes, it can!

  • Practice your demonstration
  • It is necessary to know all aspects of using equipment or products before the fair
  • Your level of preparation will also reflect your company
  • Use gestures to emphasize or compare what you are demonstrating
  • It is important to anticipate questions and prepare answers before the fair
  • Adapt to the audience

9. Behavior at the stand:

  • You are needed at your company's stand, and walking around the stands is treated as unprofessional behavior
  • The team at the stand should create a welcoming atmosphere and desire for visitors to approach the stand

10. What should be avoided?

  • Do not sit, read, smoke, eat or drink.
  • Don't ignore visitors
  • Do not talk on the phone
  • Do not stand at the entrance to the stand as this will create a barrier for visitors
  • Do not freely leave advertising material for people to take
  • Don't underestimate visitors
  • Do not make a crowd by talking to your friends and colleagues at the stand

11. Performance analysis:

  • To what extent have the goals of the exhibition been met?
  • The difference between planned and actual costs.
  • Was the visit in line with expectations?
  • Did you manage to reach the targeted group?
  • Was the stand functional, were there any things missed in the organization of the performance and the evaluation of the work of each team member?

12. The effects of the performance are measured by:

  • the increase in sales
  • the increase in the number of customers
  • the changing structure of customers
  • the company's image improvement

Fairs today:

  • They are a powerful marketing tool,
  • They represent an information and sales platform,
  • They represent a special marketing segment generating profits for exhibitors, visitors, and organizers.




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