It is often the small buttons that need to be turned on to get to the finish line and improve results when you are present at a trade fair. Now some of these buttons that can be turned on are presented.
1: OBJECTIVES
Can you go to the fair without goals? Sure…
But with clear goals for the trade show, it becomes both easier and more targeted when you have to plan and design everything from trade show booth to follow-up!
SO, always start the fair planning by asking:
WHAT DOES SUCCESS LOOK LIKE FOR YOU?
What must have happened at the fair for it to be a success?
30 business cards or 5 booked meetings?
It is so different from company to company what success is. It is just important that you know what your goal is in order to get there.
You might also enjoy 6 tips for better lead generation at your trade show stand where can you can learn more about getting more qualified leads next your company attends a trade show.
2: CONCEPT AND MESSAGE
With your goals in place, you are ready to develop a message and concept for your booth.
CHOOSE THREE MAIN MESSAGES AND SUPPORT THEM WITH A THOUGHT-THROUGH CONCEPT!
The message must tell guests in clear and unambiguous terms what you 'have' for them!
The concept must be the 'hook', such as messages, activities, storytelling, architecture, booth decoration, etc. should be hung upon. The concept should provide guests with something they can remember you for!
3: HARDWARE AND LOGISTICS
Your exhibition system should be able to deliver what you have planned for!
CHECK YOUR EXHIBITION GEAR!
See what it takes to get messages and concepts to present themselves well at your trade show booth: For example, whether the messages need to be adjusted, the graphics replaced or the trade show booth needs to be arranged differently, so that it supports the concept, the messages, the activities, etc.
Make an agreement with your exhibition supplier and hear how they can help with possible changes.
4: FLOW, ZONES, AND ACTIVITIES
See your trade fair booth with the architect's eyes:
ORGANIZE YOUR BOOTH IN ZONES AND PLAN THE RIGHT TRIP AROUND IT FOR YOUR GUESTS.
Where do you welcome the guest? Where can the guest try your product? Where do you collect lead information, etc.?
Arrange your booth in zones and dedicate it to your messages and activities. Plan the perfect trip around the zones for your guests. And remember, not all types of guests need the same trip…
5: DESIGN AND GRAPHICS
Your design and graphics need to be aligned between the business goals and your customer's goals.
Essentially, so that you communicate the right message at the right time to the right type of customer.
Depending on the type of trade show, size of the trade show booth and placement you will be able add-on several communication effects to make your brand messages clear.
6. TEST YOUR COMMUNICATION
Guests need to be able to decode your messages quickly and from a long distance.
Test the communication on your stand with two lightning-fast tests:
THE 3 SECOND TEST: Get an independent person to look at your booth for 3 seconds - turn him around and ask him to tell you what this trade show booth deals with...
THE 10 METER TEST: Place a random person 10 meters away from your booth and observe whether or not this booth makes an impact on him? Your booth must be able to attract people from a far distance!
You might also enjoy Map the customer journey in connection with the personal meeting where can you can learn more about optimizing your face-to-face interactions during your trade show presence.
7: TRADE SHOW STAFF TRAINING
Staff is paramount! Set the right team and reach your goals for the fair…
Choose the right team and train them.
Organize a kick-off meeting before the fair and focus on:
Objectives: What are your common goals, what goals have been set for each of you.
Roles and responsibilities: Who is responsible for each zone and what are your team responsibilities.
Do’s and Dont’s: A quick little reminder that you do not smoke, eat or kiss at the booth… in other words, spend time with the guests and your goals - and plan breaks outside the booth where everything else can take place…
8: MAKE A PLAN FOR FOLLOW-UP
Following up on leads is a problem for many trade fair participants… The more you have planned before the fair the greater the probability of reaching your goals with the follow-up!
Therefore:
START YOUR FOLLOW-UP PROCESS BEFORE THE TRADE FAIR!
Schedule, book time in the calendar and have the material ready. Before the fair starts, it must be very clear:
Who follows up?
How is this followed up on?
When is it followed up on?
What do you follow it up with?
Place the responsibility for the follow-up process and make sure that the results are reported back so that you can keep them up against the goals that you have set!
If you have more questions regarding your next trade fair stand, we would very much like to contact you.
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