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Home Our Services Do Events Go to a trade fair and see pictures of products
Go to a trade fair and see pictures of products PDF Print E-mail
Do you spend thousands of your precious marketing budget going to trade fairs or exhibitions? Here is what you do…

  • Take valuable sales staff off the road or phones
  • Rent premium space (near your competitors)
  • Put your staff up in hotels
  • Wine and dine… your staff!
  • Plan the lunch rota
  • Get back to the office and ask "Was that worth it?"
Wow! What a commitment, surely your customers will be pleased to see you after all that effort? No?

Do any of your customers come? Did you even tell them you were exhibiting? No?

More importantly did you tell any of your prospect customers you were exhibiting? No?

Oh yes, that was what your competitors were going to do… just like you did?

But, even more importantly, did you ask your-self (and colleagues) why you were exhibiting? No?

Trade fairs are big opportunities many organisations fail to capitalise on and fail to strategically evaluate their place in the marketing mix. Perhaps the most common mistake is turning-up on the opening morning with a few poster graphics, a laptop and the daily newspaper - because you want something to read in between the raft of new customers beating a path to your booth.

Sadly, most attendees at exhibitions are not impressed with 1000 slides of your product or service that you could not afford the space to demonstrate. And, why bother. You could have bored them at their office with little or no competition around!

Here are some of our tips for trade fairs…
  • Choose the right one - Does the event satisfy any business goal or objective? If not - Don’t book!
  • Look at the performance of the event - A show in decline is in decline for a reason and even cheap space does not lower the power hire, phone connection charges or your staff rates.
  • Develop co-op adverts and PR with the organiser - this gives you more promotional leverage and that you are in-tune with your market
  • Promote your attendance - Fill traditionally quite time with arranged customer visit/appointments that allow your sales team to build relationships. Take full advantage in launching new services that get coverage in the show newspaper.
  • Promote your attendance after the show - review the show and your performance for those existing and new potentials unable to attend (perhaps even do a daily blog!)
  • Prepare your team! Trade fairs are one continuous customer visit and your staff should treat every enquirer as a sales call.
  • Do something different -Hire an airship to fly inside the halls or create your own conference/presentation evening.
  • Return on Investment - Put in place daily metrics to evaluate your staff and the event performance. If it does not come-up to expectations cancel next year or barter better with the organisers.

Trade fairs can be great, mediocre and a failure! There are many ways to make them strategically successful and we can help you do just that!

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