Considerations regarding participation in trade fairs

Although participating in trade fairs is costly and requires a certain amount of effort, in many cases it remains one of the best ways to make contact with people interested in a particular company’s products and services. So, here is a series of tips to help you take full advantage of such events: practical suggestions which could be useful for any business.

1 – List of participants and personal intervention

Among the guests, as well as a mix of current and former clients, you should include potential clients who have shown an interest in your products or services. It is also a good idea to arrange a personal appearance, which will allow you to introduce yourself and get to know as many people as possible (ask the organisers’ permission first).

2 – Social Media and ways of attracting the public

Releasing details of your attendance at trade fairs on social media and giving some interesting information about the event is a way to stimulate those who might be undecided as to whether to attend or not. After that, it is essential to put the visitors at their ease by creating an atmosphere of  fun and enthusiasm, while at the same time showing an interest in what they have to say.

3 – Direct contact and organisation

While trade fairs have the advantage of facilitating direct contact with the public, it is still essential to take into account all the necessary preparation so that optimal results will be achieved. Every detail should be carefully considered, from the costs that will be incurred, to the setting up and organisation of the stand, and your own attendance.

4 – Competitors and visitors

At trade fairs, competitors can provide great pointers for personal development, so they should be observed each day, to ensure visitors a satisfying experience. Furthermore, considering that in the last few years such events have become more and more specialised, it is advisable to focus on a specific key product during the event.

5 – Location and activity

These events are more fruitful when organised in locations which are not considered traditional markets and where opportunities for trade are greatest. Having said that, they must be well-run, especially the planning of activities to be carried out in quieter moments.

6 – Costs and presentation

Considering that the costs of taking part in such events are high, it is advisable to consider sharing a stand with a similar or complementary firm. It is also essential to decide how to present yourself in order to be more competitive: it is generally best to make the stand simple but direct, rather than visually striking.

7 – Materials and training

At trade fairs, it is important to prepare any materials to give to visitors and train the staff who will man the stand well in advance. Regarding this last point, it is important to ensure that these staff members say only appropriate things and do not divulge anything which may be of use or advantageous to competitors.

8 – Stands, booklets and brochures

In order to be seen as a key player, it is important to set up a stand which is easily recognisable to visitors and which reflects the identity of your business as much as possible. Furthermore, it is also advisable to spend time selecting the graphic designs for booklets and brochures, so as to make them not just sufficiently attractive, but also interesting.

9 – Thanking visitors and gaining their loyalty

After the fair, as well as sending a courtesy email to the visitors thanking them for attending, it is also essential to send them some material or samples to make sure they remember you. The suggested time for this is about a week after the event, so as not to make them feel stressed or pressurised.

These are our suggestions to help make your participation in trade fairs more successful: useful tips aimed at helping you to present your business in the best possible way, attract visitors and create useful contacts for future business partnerships.

Translated by Joanne Beckwith