The usefulness of trade fairs
How useful are trade fairs and why is taking part in them considered so important? Such events provide an ideal context for conveying a company’s message, because, compared to other marketing channels, the company’s contact with its target audience is more direct. However, in order that participation in a trade fair should be really successful, it is essential to find the right method of communication.  To do that we must consider our target audience at the event.
A company which decides to take part in a random trade fair in the hope of making an impact on visitors, is making their first big mistake: as not all fairs are suitable for all companies, we must first select which ones fit the company’s core business best and then decide on what strategy to implement in order to achieve the desired results. This strategy will also include methods of communication to be followed and respected.
Communication is a fundamental factor at trade fairs and should focus first of all on the stand so that it is set up well: it can be considered a sort of business card, a means of contact enabling us to introduce ourselves to all present. It should therefore be prepared in such a way as to facilitate the creation of cordial and friendly interaction between staff and public at the event.
Just as the people working the stand are identified by visitors as the company itself (and for this reason they must show an adequate level of motivation, preparation and professionalism), organisational aspects should be managed in great detail regardless of what type of fair it is (by defining objectives to be achieved and methods to enable this). The stand, its hosts and all communication must therefore be perfect, to attract the attention of as many visitors as possible.
An effective tool for improving results is to observe what others do, by attending fairs as a visitor. In addition, it is also a good idea to develop an a method for quantifying the results obtained after the event: the preparation and compilation of a comprehensive register of contact numbers, the number of requests, and the number of complaints etc. are of fundamental importance in understanding how things might be improved next time.
The usefulness of trade fairs is certainly beyond doubt, but in order to avoid an unpleasant ‘boomerang effect’, it’s important to approach participation in such events in a well-organised manner.
Translated by Joanne Beckwith
