Strategies for Increasing Sales Leads at Exhibitions and Trade Shows
Exhibitions allow your company to interact with your target audience face-to-face in a very specific environment. How do you stand out? What’s more, how do you get the best return from your marketing spend by exhibiting, or is it simply a PR exercise? Exhibition marketing strategy Although you cannot guarantee the quality of any exhibition, you can, like all marketing activities, control how you choose to take advantage of the opportunity. With appropriate planning and goal setting, you will not only establish specific targets, you will be able to identify your prospects, sell relevant benefits and increase your return. Planning Set specific goals By analyzing your target audience, you will know how to message your exhibition stand and who to approach before, during and after your exhibition. The more specific and realistic your goals, the more likely you will achieve them. But, make sure you delve deeper when identifying your prospects: - Do you want t bass guitar lessons o generate 200 sales leads? Or, more specifically; - 50 sales leads of people looking to spend in the next six months? Or; - Meet 25 qualified new prospects at senior purchasing level in IT for companies with 500+ seats? Attract your target market The theme of your exhibition campaign should be targeted towards your specific target market. The messaging in this is very important, ie. financial directors will have different priorities when assessing your product or service compared to a sales director. You have your brand and brand guidelines, but your exhibition theme needs to engage your specific audience. This includes the design of your exhibition stand, the imagery and words you use and your handouts; even the type of person manning your stand and their sales pitch will need to be appropriate. Cohesive branding Once you have established your target market, you can begin to understand what will engage them. You can utilize your current sales process.
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