All the secrets to a successful performance at an exhibition
An exhibition is a marketing opportunity that is second to none. There are thousands of visitors, decision makers and diplomats from around the world that visit the exhibition and provide you with huge exposure to the relevant target audience. Nevertheless, there are also many other participants at an exhibition, all vying for the attention of potential customers. Here you need to stand out, distinguish yourself and think outside of the box.
Where do we start?
Whether you are a first-time participant at the Agritech 2015 exhibition or you are veterans of the field, you must start by thinking of what you want to achieve at the exhibition, something you must rethink every time.
“Catch many – or catch nothing”: Defining objectives and target audience.
Participation in an exhibition involves a large budget and so it must be planned properly. First, we must define the objective, gather ourselves and think of what we want to achieve in the exhibition:
Exposure of a new product, increasing sales, gathering information regarding potential customers, strengthening the brand, etc.
Afterwards we must define a fixed sum that we plan on investing during the exhibition (usually it is a certain percentage of the sales). This sum is calculated according to your goals and your projected profits from the exhibition.
An important and essential step is to decide who we want to approach this time. Many people think that if they approach everyone and show all of their products they will appeal to a larger audience and gain more customers. Usually this approach doesn’t work. Even if it is important to us to expose a wide array of products, we must address each target audience in a different manner in order to each the maximum result. According to the target audience, we must think of what products we want to emphasize and how to present them.
“We buy with our eyes”: Our branding.
After we have decided what our objectives are, branding is very important at this stage as it assists us get the message across from a visual point of view.
Correct branding can lift any business, just as incorrect branding can often destroy a business, mislead potential customers and miss the target audience we were aiming for. Therefore, the brands’ language must support the messages and definitions from the beginning. For example, if we have decided that we are interested in customers from out of the country, all of the branding must be international, including the logo and website in English as well as English-speaking sales representatives.
Branding is not an arbitrary decision. When we say “branding”, there is the strategic stage in which the design must support the visual. From the positioning and what we want you to think of us. In fact, strategy is the most sensitive topic of this process and it is what usually brings most of the customers to a successful brand.
Before we start the branding process, we must examine what we look like and think of how we want to appear. We must see if we are distinguished enough in the market.
After we decide on a strategy, it is important to choose a reliable branding company that will work with us over time and will retain a uniform branding language.
An exhibition is an excellent opportunity to upgrade the appearance of the brand and to reach new customers. After all, when we see a clear and uniform branding language it is powerful!
“Not seen, not done”: Your booth design and presence reflect on your brand.