Exhibition is a battlefield. It is a battlefield where companies
battle for ATTENTION -the visitors’ attention. This war mentality will help any
company joining the event to be prepared. As the saying goes, planning is half
the battle won.
Now, how do you win the battle? In my experience there are 5
Collaterals that you must have and that you cannot win the battle without it.
1. Flyers and
Brochures
Flyers and brochures are very important. This is where
visitors read information about your company offerings. This maybe simplistic
but I have seen a lot of companies neglect this basic collateral. Yes, you know
the answer - lost of selling opportunities.
Therefore, never forget to design an attractive brochure or
flyers. It can convert sales in exhibitions.
2. Samplings
There is a study that in food expo those exhibitors that
give free tasting get to sell more as compared to those that do not.
In car expo, those that provide test drives get to convert
sales.
In other products the same hold true that clients/visitors who are given a chance to sample or
experience the products and services get more opportunities to maximize their
investments in exhibitions. You may call this experiential marketing, and yes,
definitely, everybody crave to experience something before they purchase it.
3. Giveaways
Everybody loves free and it is a magnet that never fails to
attract a lot of visitors. So never forget to offer free giveaways. It does not
matter if it is not expensive. The most important thing is your visitors get something
free.
Call this building Goodwill to future and new clients.
4. Calling Card
A mortal sin that is often repeated by those manning your
booth is that they forget to bring their calling cards. Again, this is business
and exhibition is about building trust and relationships – calling cards cover
this ground for you on the initial stage of building trust and relationships.
If you do not have calling cards you lose the chance to be
remembered by your future clients. You ask me why? Of course, there are other booths and
exhibitors out there who is better prepared than you, that is with calling
cards; and even if they did not make any impression they might still have the edge
when potential buyers return to their office and start recollecting what took
place in the event.
5. Lead Information
Sheet
Exhibition and events engagement does not automatically
convert to sales. If this is the case you need to get back at those visitors
who qualified as your target market. A lead information sheet is vital to take
down all necessary information about the buyers and visitors you talk with.
Making a follow-up is one of the sales processes that will
only be successful if you have taken all the important information of those
that you intend to follow-up.
Lead generation is only successful if you have properly
documented those that expressed their interests on your products and services.
This is the 5 collaterals that you cannot be successful without
and this is a guarantee, so take heed and enjoy your exhibition marketing.
- Thursday, April 07, 2011
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