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International exhibitions are important business events where companies can present their products and services to a wide range of customers. It is important to use a comprehensive marketing approach in order to impress the audience and ensure success at the exhibition.

Complex marketing for participants of international exhibitions includes:
– a well-developed exhibition stand
– communication before the beginning of the exhibition
– work during the exhibition
– communication work after the exhibition

A well-developed exhibition stand

One of the key elements of successful participation in the exhibition is the stand. The stand is the face of the company at the exhibition, so it should be attractive to visitors, informative and easy to remember. It is important to correctly place the products, write down the sales funnel at the stand and the funnel of the client’s movement around the stand with all the auxiliary marketing and sales tools, emphasize competitive advantages and create a comfortable and interesting atmosphere at the stand.

Communication before the beginning of the exhibition

At the same time, the company should concentrate not only on attracting the flow of exhibition participants to their stand, but also place great emphasis on preliminary arrangements for a meeting, even before the start of the exhibition itself. This can usually be a meeting with current customers and partners, as well as with closed leads in the sales funnel or potential customers who have previously decided to visit the exhibition. In this case, the company should use multi-channel marketing to promote its participation in the exhibition. This means that the company must use various communication channels, such as social networks, online advertising, press releases and others, in order to attract the attention of the target audience and invite them to visit its booth at the exhibition.

Multi-channel marketing provides the manager on your side with meetings with potential customers. After all, it is unprofitable to build a beautiful stand, but to ignore the attraction and warm-up of the online audience.

Strategy

For successful participation in the exhibition, the main thing is: development and implementation of an effective marketing strategy within the budget specified by you for the next 4 months, and construction and design of the stand within 6 months before the event.

As for the marketing strategy, pay attention to the following points:

  • Select a quality target audience. We described how to create a high-quality database of B2B contacts in the previous article.
  • It is necessary to develop a communication strategy. Development of a strategy of communication points with the target audience through Inbound and Outbound marketing for personalized communication with potential customers that corresponds to the values ​​of your company.
  • Begin outreach on LinkedIn, Email, and the trade show or event’s online application, if applicable.
  • Run paid advertising on bases that were previously formed – this will be your high-quality targeted target audience on Facebook, Instagram, Twitter, LinkedIn, Google, Microsoft.
  • Approach the matter systematically. Propose and implement marketing hypotheses, build expected funnels, analyze them and make decisions based on analytical data.

Mobile application for an exhibition or event.

Usually, most exhibitions have their own internal mobile application for communication and negotiations. Therefore, try to find it right away or ask the organizers about its existence.

Such an application is primarily downloaded to the phones of persons who have already purchased tickets to the exhibition. They are your key potential customers. You can interact with them and organize meetings, which allows you to increase the level of your sales.

Sometimes the application already has information about the user, for example, his LinkedIn profile, which makes it possible to study the potential client in more detail and prepare an offer that would specifically interest him.

Work during the exhibition

In addition, it is also important to participate in accompanying events during the exhibition, such as seminars, presentations and press conferences. This will allow you to deepen the interaction with potential customers, show your expertise, or your product, and get more opportunities for interaction and cooperation.

Work after the exhibition

After the event, you’ll need to analyze the results of your work.

First, after the exhibition, the company should study all the contacts received and contact potential customers or partners to continue cooperation. It is important to respond to questions, send offers and maintain interest in your company in a timely manner.

Secondly, after the exhibition, you should carefully analyze the results of participation, determine the strengths and weaknesses of your presentation, and take into account feedback from visitors and partners. This will help you prepare for future events and improve your promotion strategy.

Summing up, we can say that only if such a marketing event is properly planned and conducted, the company will be able to succeed at the exhibition and find new customers and partners for cooperation.

On our part, we would be happy to discuss how you can implement your idea into life.