Everything is ready and planned in detail. The fair starts in 7 minutes, and you have spent all your time finishing everything during the last 7 weeks. And now you must talk to the guests and collect hot new leads.
"As long as they come now" you think… and hope for the best…
Would you leave 7 weeks of hard work to hope and faith - or have you invited the potential customers you would like to talk to at your trade show booth and made sure they come?
You probably know who your desired customers are. You know what they do and where they work. And you know they could benefit from your product. Exactly the product you bring to the fair.
But have you given your customers a good reason to come to your booth and get a presentation of the product?
Give guests an experience they cannot get anywhere else
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Your desired customers can as easily as nothing search the market and go straight to purchase without moving anywhere. So, why should they come to your booth?
Plan a special experience for them - an experience they can only get through the personal meeting at your booth. It's chemistry. It's dialogue. It's talk, try, feel, hear, learn, and hands-on that makes the difference.
And it is your most important task to plan activities at the booth, which gives the guests exactly the experience it takes to stop their search in the market and choose to move on with exactly your products.
Get your guests involved in your project, your product, mentally, physically, virtually.
Involvement. It beats everything else. But it is difficult. And it does not come like lightning from a clear sky. It requires us to think about the whole customer journey…
The beginning
The prelude. It is at least as important as the 'culmination' of the fair.
In the prelude and invitation, the guest and the customer's interest are aroused, and it is here that the guest becomes aware of why he or she should participate.
If you make it attractive and organize the prelude so that the guest can get involved in an easy and fun way, you are much further than halfway already before the fair has begun…
The middle
The culmination is of course the fair, the event, the conference. The whole delivery and what you and the guest have looked forward to.
The reason to come!
Instead of staying home and Google…
What is your reason to attend? Is it to check out the latest products? Is it to check out the competition? Is it to make new connections? Is it to increase brand awareness? Find out what your reason to attend is and make sure that you try your best if you want your best customers to come to visit you.
And the end
The follow-up - must be as carefully planned as both the beginning and the middle. Take the first step towards following up already at the fair and give both yourself, the salespeople, and the guests a good starting point to continue the storytelling in a follow-up dialogue with a clear goal after the fair.
If you have been good at creating involvement in the beginning and followed up on it at the fair, you have created the very best conditions for continuing the dialogue after the fair.
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