Getting the most out of the marketing and fairs
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This document provides guidance for businesses on objectives and strategies for maximizing success at exhibitions and trade shows. It outlines selling objectives like stimulating sales and brand promotion, and non-selling objectives like determining market needs and gathering information. It then discusses various e-marketing strategies small businesses can employ, like using email lists, Facebook ads, blogs and Twitter. The document also provides tips for better booth design and calls out important steps before, during and after a trade show like planning goals, organizing materials, collecting leads and following up on inquiries.
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Getting the most out of the marketing and fairs
- 1. Getting the most out of the exhibition! Lesley-Ann Noel
- 2. What do you hope to achieve? Selling Objectives • Stimulating sales • Maintaining relationships • Disseminating new information • New Product Launch • Building company image • Brand promotion
- 3. What do you hope to achieve? Non-Selling Objectives • Determining market needs • Spotting trends • Testing new ideas • Making new contacts • Increasing exposure • Assessing competition • Gathering market information
- 4. E-Marketing for SMEs
- 5. E-Marketing for SMEs • Email List • Facebook Group • Facebook Ad • Blogs • Twitter
- 6. Facebook Group E-Marketing for SMEs
- 7. Facebook E-Marketing for SMEs Event
- 8. Facebook E-Marketing for SMEs Page
- 9. Facebook E-Marketing for SMEs Ad
- 10. Twitter E-Marketing for SMEs
- 11. Blog E-Marketing for SMEs
- 12. Better booth design • Make it easy to enter your space • Draw a plan or do a mock-up of your booth before going to the fair • Tell a story with your displays • Color and props impact merchandising • Use adequate lighting
- 13. Better booth design • Raise the display area from table height to 6 - 8 higher. Do not display goods under waist height. • Skirt areas below waist height and use for storage. • Use multiple level displays and shelving to make booth more attractive • Flooring enhances the feel of the booth • Stand and greet your customers. If you can t stand, sit on a high stool not a chair.
- 23. Before the Show • Plan participation and set goals. If no goals are established (i.e. sales, orders, gathering market information etc._ then there is no basis for determination of whether the event is successful or not. • Consider the theme of the show, if any, and plan the exhibit to optimize visual information and impact.
- 24. Before the Show • Do basic research on the opportunities which may exist in the target market for your product • Organize promotional material such as business cards, post cards and catalogues weeks in advance to avoid running out. • Plan incentives, special promotions, sampling and give-aways – make sure these are carefully designed to be interesting and to have a lasting impact.
- 25. Before the Show • Prepare a toolkit with pliers, scissors, tape, hammer, nails, screwdrivers, tapemeasure, glue, markers etc. to make adjustments to the booth. Don t forget to take your camera to photograph the booth! • Use the tool kit check list provided at end of presentation!
- 27. During the Show • Ensure the site of the booth is as agreed, and the requested furniture and signage are available. • Ensure that once set up your display does not encroach on aisles, exits or other booth spaces. • Review the lighting conditions in relation to the products being sold and ensure adequate lighting
- 28. During the Show • It s your job to entice buyers to the booth through good communication and effective use of booth space. Greet all visitors standing up and looking welcoming. • Be vigilant about collecting business cards to add to your database. Make notes on the back of cards to remind you what the follow up action should be. Take detailed notes of each enquiry and classify enquiries in terms of follow-up required.
- 29. During the Show • Identify press visitors and be willing to participate in interviews. Ideally prepare several media package with a press release and good digital photos for the media. • Have wholesale and retail pricelists, as well as order forms/ books and bill books readily available
- 31. After the show: • Dismantle booth and fixtures • Ensure final payments are made to organizers, and/or service providers • Complete bank transactions done at fair – convert currency, change cheques, reconcile credit card transactions
- 32. After the show • Review show achievements (measure immediate sales and orders) • Visit potential buyers in the market, including those who did not attend show • Record new product ideas/ possible innovations based on feedback
- 33. After the show • Immediately follow-up on enquiries received during the show. Confirm orders. • Immediately follow up with all interested potential buyers. Provide additional information on promotional activities for your business e.g. discounts, other trade shows, market visits etc • Prepare product development, marketing, production, finance and exhibition plans for the following year.