Nowadays, participating to the trade fairs and moreover to the ones belonging to a specific sector, as EXPOdetergo International 2022, despite of the crisis, remains one of the marketing communication pillars for a company. In the recent years, the trade fairs have suffered a sharp decline in the number of exhibitors present, for two reasons: first is related to the world crisis that has radically changed the economic scenarios, pandemics, wars, determining the companies to significantly reduce their budgets for the trade fairs.
The second reason is more structural, and it is linked to innovation and the continuous development of the Internet, which has revolutionised the world of information, especially the corporate world. While some years ago the people were waiting for the trade fairs to present the latest innovations of their companies, rising the interest of the customers and visitors, now they can be many times seen in advance on the websites and social media.
The values of a trade fair
Trade fairs are always an opportunity to meet the customers, to establish direct relationships, to transmit the right feelings not only about the products but also about the company and its organisation. The participation to trade shows offers the opportunity to present a realistic overview of the company, consolidating its image internationally and serves to recognise new trends. The strong “emotional” aspect of visiting a trade fair, leaves the customer a positive memory, increasing its willing to purchase.
The advantages to be exploited at a trade fair
The advantage of a trade fair stands in the meeting between the manufacturers, suppliers, retailers, customers and stakeholders. This unique combination of supply and demand is the perfect opportunity for:
• Penetrate new markets
• Making the company, philosophy and products known
• Observe and analyse the market situation • Acquire trade fair contacts
• Acquire information about the market and competitors
The strategical marketing planning
The strategic planning of a trade fair is nowadays the key to optimise the cost/benefit ratio for the exhibitors and to reduce the contact costs, while trying to improve the Roi (return on investment) of the trade fair. We will reveal in this article some secrets for planning a low-cost successful trade fair, with winning tools.
OPTIMISING YOUR PRESENCE AT THE TRADE FAIR
Planning the Agenda. The time is short for everyone (customers, exhibitors, visitors, etc.) during the trade fair, so you have to manage it very well by carefully planning the days and the meetings. For example, defining the most important meetings very early in the morning when it is less crowded, or define with the staff the products or services to focus on or to be presented first.
Defining the Goals. For a profitable presence at the trade fair, must answer certain questions:
• Can we acquire new or potential customers?
• How to manage the relationship with the existing customers?
• Are our main competitors present?
• Can I develop my commercial network by acquiring new leads?
• Is it an opportunity to consolidate the image or to present new products?
Simulation
Here is an example of a customisable table with the most important aspects to be monitored in a predictive or consumptive manner according to the case.
How to calculate the Roi of a trade fair. Another interesting aspect from a forecasting point of view is the opportunity to calculate the Roi based on statistics and a simple table. The most important is to know the expected total cost of participation to the trade fair including all the expenses (booth rental, set-up, transfers, board, lodging, etc.), the average potential value of a customer visiting the fair, and the number of expected or past visitors. Calculating that only an average of 2% of the visitors leave us a contact, and that from those 2%, only 1% is becoming a new customer, with two simple calculations we can immediately assess the Roi and better prepare our strategic presence.
Tips for a memorable and low-cost trade fair presence.
The first task is defining the theme, together with choosing the colours (preferably if limited to 1 or 2), company logos and design elements – uniting the different graphic “levels”. In addition, the graphic elements are acting as a reminder to the participants that already know the company and encourage them to visit the exhibition. A “sustainable” trade fair set-up can be achieved by designing and building the booth with banners, graphics, and components, removable and reusable in some other trade fairs, events or locations, extending like this the life of the trade fair communication, saving costs and lowering the environmental impact.
The staff, the driving force.
The staff present at the booth has an important impact on the success of the trade fair as well as making the customers’ visit pleasant and satisfying. It is therefore necessary to have adequately trained personnel, professionally dressed, perhaps colour-coordinated, who can speak at least English to welcome the customers, and that must have a solid knowledge on the products for being able to respond to the requests.
Every staff member on the booth will be required to:
• explain the goals of the trade fair
• define which are the target customers
• teach how to briefly illustrate the products
• write a brief note of the meeting
Digitalise. For making a trade fair faster and more efficient, saving on transport and logistics costs or risking to forget something, you can simply digitise via QR-Code:
• The business card (Qr Code – V-Card) allows you to save all your data directly in the address book with a simple click
• The catalogue of products (pdf link in different languages)
• Videos with the products
• The company’s profile
• Contacts (website, e-mail, telephone, etc.)
• Other useful links
Visual and colours
Colours: they must represent your company taking into account the emotional impact. It is recommended to use strongly contrasting, interesting and inviting colours. The graphic layout of the stand is very important. The graphic elements are playing a key role, capturing the public’s attention and showing clearly which is the company. The rule is always the same: “Less is more”.
Company Identity: symbols or logos that should be placed on top or in the most visible areas of the booth and large enough to be recognisable from far away. These graphics should be visible from the outside of the display, more preferably positioned at different levels of height, easy to read, bold and not messy.
Memorability: it is better to choose a message of maximum two or three words if one is the top, simple and clear, written large. Each graphic element has its own function: it could direct the participants’ attention to the exhibitor; it could identify the company; it could highlight a new product or service. The graphic elements become progressively more complex when the visitors enter the booth.
Photos and graphics related to the products: better to use people than landscapes, using graphics for an impressing effect, and moreover large images e.g., 1 panel of 140×200 is better than 2 panels of 70×100. It is recommended to use smaller graphic elements for the products, so that only one person at a time can consult them. The position and the size are crucial for these graphics, that can be obstructed by some other elements, like the people passing in front or crosswise the display, or where the informations’ are placed.
Decorations: use flowers and plants to make a cosy environment, from a low-cost perspective, the plants can be reused in the office.
Functionality: provide areas for seating and customer relations including the use of bar & catering.
Gadgets: provide useful or souvenir gadgets, pens, magnets, stickers, stress relievers.
Office supplies: be equipped with enough stationery, stapler, visitor’s card and business cards.
TRADE FAIR VADEMECUM
Before the Trade Fair Remember
It is important to remember
• to notify the customers about your participation to the trade fair in advance, with an invitation
• to organise the appointments through the agenda
• to update the list of buyers attending the event
• to provide a welcome & information kit to all the customers visiting your booth
During the trade fair
Fill in the customer or the lead sheet to:
• enrich and update your existing customer database;
• collect useful elements for the evaluation of your offer.
After the trade fair
The reliability and the promptness of your responses to the customers gives an image of the company’s seriousness. Within maximum 3 days:
• Send an e-mail for expressing your gratitude for the visit, with some photos of the stand to make it easier for them to remember.
• Make a phone appointment.
• Send information on products. •
by
Alessandro Martemucci,
Marketing Consultant
Officinae Marketing Management
Detergo Magazine, Number 9, September 2022
