As we approach the major event of the year for any floor covering manufacturer, it is worth mentioning some useful tips that helps any manufacturer to exhibit better.
The following are 10 of the most common tools to use to increase the chance for a successful tradeshow.
1.Have a proper exhibit market plan.
Tradeshows should not be a stand-alone venture; they must be aligned with the strategic marketing plan. The exhibitor must decide on the goals to achieve: increasing market share with existing clients, introducing new products in existing markets or into new markets, build brand recognition, etc.
2.Have a cohesive promotional plan. Promotion must start pre-show; continue at-show and even post-show. Developing a meaningful message that matches with the strategic marketing plan will help guide promotional decisions. The target market must be specified to consider having different promotional programs for different target groups. Include direct mail, broadcast faxes, advertising, PR, and Internet.
3.Use direct mail effectively.
Invitations to visit the booth must be sent to clients. Design an invitation that goes to the target group. Plan sending the invitations ahead of time because nothing is worse than receiving an invitation after the show is over.
4.Give visitors an incentive to visit your booth.
With a hall jammed with all kinds of attractive and fascinating products, combined with time constrains, people need an incentive to come and visit the booth. The ultimate interest of visitors would be “what’s new”, whether it is latest technology, new applications and anything that will help save time and money.
5.Have giveaways that work.
The giveaway items should be designed to increase the company’s chances to be recognized by visitors later on. It is always good to consider what the target audience wants, what will help them do their jobs better, what they can’t get elsewhere, and what is product related and educational.
6.Use press relations.
Before the show ask show management for a comprehensive media list, and find out which publications are planning a special show edition. Those publications would be delighted to receive newsworthy press releases focusing on what’s new about the products, or highlighting a new application or market venture. Good photos and key company contacts would be very effective. Assigning staff members at the booth who are specifically assigned to interact with the media might be helpful too.
7.Differentiate your products .
You should be looking at what makes you different and why a prospect should buy from you. Every aspect of your exhibit marketing plan, including your promotions, your stand, and your people should be aimed at making an impact and creating curiosity.
8.Use the stand as a strong marketing tool .
The stand makes a strong statement about who your company is, what you do and how you do it. The purpose of your stand is to attract visitors so that you can achieve your marketing goals. Besides being open, welcoming and friendly space, there needs to be a focal point and a strong key message that communicates a significant benefit to the visitors. Opt for large graphics. Pictures will attract visitors who don’t have time to read.
9.Realize that your people are your marketing team .
Choose your people well because they represent everything your company stands for. Meet with them before the show and make sure they know: why the company is exhibiting, what is being exhibited, and what is expected from them. Make sure that they sell instead of tell; understand visitor needs; don’t spend too much time; and know how to close the interaction with a commitment to follow-up. Avoid overcrowding the booth with company representatives and assign specific tasks for company executives.
10.Follow-up promptly.
The key to your tradeshow success is wrapped in the lead-management process. The longer leads are left unattended, the colder and more mediocre they become. An organized, systematic approach to follow-up must be developed. Establish a lead handling system, set time lines for follow-up, use a computerized database for tracking, make sales reps accountable for leads given to them, and then measure your results.
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