Fair tips you don't want to miss
This is how you maximize the effect of your fair participation.
Don't let the exhibition stand be the only meeting point for your target groups. By utilizing the time before, during and after the arrangement, you increase the effect of your participation.
1 – Set goals for trade fair participation
Set up clear and easily defined KPIs in advance of the fair. With good objectives for the trade fair participation, you can focus on the message you want to convey and the choice of stand activity. KPIs can, for example, be the number of leads, the number of contracts entered into, the number of subscribers to the newsletter, the number of visitors to the stand, products/services sold, etc.
2 – Stand design
A creative, open and inviting cost should attract attention and engage. The stand should be functional, eye-catching and have good exposure of products and services. The stand should have a comprehensive visual profile. The visitors should be able to easily understand the message and which products/services you have chosen to present at the fair.
3 – Invite the target group to the fair
Build expectations and invite the target group to the fair. Give a teaser of what can be expected at the stand, whether it concerns launches, activities and content that creates engagement. Invite to customer meetings at the stand, hand out free tickets to the fair, inform about their participation at the fair in social media, newsletters and the website. You can also create your own event on Facebook where you regularly publish content. With targeted advertising, you reach the target group more easily.
4 – Trade fair activities
Create brand experiences with engaging trade fair activities. Activities can be everything from pop-up restaurants with menus created by chefs, simpler serving of food and drinks, competitions, gamification, give-aways to interactive solutions such as a photo bar or VR gaming.
Coffee is always popular. Good coffee connects people and creates good conversation. Dedicated barista acts as customer care and hosting so you can drive sales.
Good planning of the trade fair activity is essential so that it becomes an integrated part of the stand. Promotion of the activity before and during the fair will extend fair participation and attract visitors to the fair.
5 – Increase the range of trade fair participation – before, during and after
Social media are suitable channels for creating engagement, increasing visibility and reaching the target group. Targeted marketing makes it easier to reach target groups and to increase the range of trade fair participation. Visual effects engage the recipients and have a long life cycle in that they can be used before, during and after the fair.
Before the mass:
Promote trade fair participation at the forefront through sending out newsletters and posts on social media. Build up expectations for what the visitors will experience when they come to the stand. Market activities and distribute free tickets so that it is easy for the target group to come to the fair.
During the fair:
Increase the reach of trade fair participation, also engage those who do not attend the trade fair. Create content that is visual and easy to absorb. Facilitate content production and sharing.
Increase your company's social media presence and visibility by offering an engaging interactive activity. A competition that can be shared on social media, such as a "photobooth" where participants can easily share their photo on social media with relevant hashtags.
After the fair:
Extend the effect of the trade fair with visual communication in social media, for example. Visual communication provides a synergistic effect because it is displayed at the trade fair stand in addition to being an important tool that can be used in your own marketing.
6 – Evaluate
After your trade show participation, it's time to evaluate the impact of your investment. Did you achieve your KPIs? What worked well, and what can be improved? How many leads did you get, how many newsletter signups did you make, did you close any deals, did the invitees come to your booth?
7 – Practical fair tips during the fair days
With a long time in the event and trade fair industry, there are some practical trade fair tips we are happy to share with you. Remember good shoes for long trade fair days, mobile charger, mask (if the corona restrictions require it), scooter if there are long distances between the halls (often useful during assembly), tape, plasters, lip balm, drink masse won due to dry air in the trade fair hall and don't forget to have fun!
8 – Events
How about arranging a events in connection with the fair? It can be a small customer dinner, evening event, concert or professional seminar. Common for these is that they should invite to build good long-term relationships.
