Apart from direct sales, trade show exhibitions are the most effective method of generating new as well as repeat sales. The Centre for Exhibition Research states that sales from trade shows are more than comparative spending on such marketing efforts as direct mail and advertising. However, it is important to know the best strategies to use to get the most out of the exhibitions, starting with exhibition stand design.

Ensure Effective Exhibition Stand Design

The type of exhibition stand design and build you use will play a central role in helping you attract the attention of your targeted audience. If you manage to make them come to your exhibition stand but your exhibition stand design does not meet or surpass their expectations, they will hesitate to do business with you.

Get in Touch with Present Customers

Statistics from the Centre for Exhibition Research show that up to 95% of executive decision-makers take the opportunity to meet their existing suppliers at the trade shows. As many as 77% of decision-making executives state that their visit to trade exhibitions results in at least one new supplier contract. It is essential for suppliers to remain in the view of the existing clients in order to maintain their business.

Apart from effectively communicating your intentions to potential customers, you also need to inform them about other trade shows that you are most likely to attend. Get their attention by using pre-show promotional teasers. You need to be creative to encourage customers to attend demos and special events. Never neglect the importance of face time irrespective of your reasons for inviting them. Connection with the hard-to-see prospects may be improved using entertainment.

Encourage Media Coverage

Whether you are interested in newspaper or television media, trade shows offer open access to all kinds of media. Make prior arrangements to meet key industry editors face to face to contribute to media relations initiatives, stimulate feature articles in different segments of the print media and develop editor relationships.

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Trade exhibition is the only platform where you can impress partners, existing customers, prospects and company executives all at once. One way of attracting more media exposure is moderating a panel. Advance planning is essential for this.

Make Efforts to Increase Brand Awareness and Visibility

Trade shows are also a great platform for major announcements and new product launches. To make the most of the available media exposure opportunity, you can prepare a professional media kit that includes relevant articles, customer testimonials, case studies and press releases. The kit should be kept at hand at all time.

Look at the Competition

Study the exhibition stands attracting the greatest attention and learn their secrets. A comparative study may be considered to learn more.


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