It is very important to
prepare your exhibition at least six months in
advance.
Send
exhibition invitation as early as possible
to your customers
Obtain
as much information from trade or marketing
organizations in order to get addresses of potential
clients
A Visitor group is
composed of the following categories:
1. Buyers and/or
decision makers of purchases, some of whom will be
attending for the first time, while others are loyal
visitors, returning year after year;
2. Press representatives (both print and
electronic)
3. Very Important Persons, VIPs or Opinion
Makers
4. International visitors
5. Students, who may be influential buyers in
the future
6. Others involved with the industry
Actual Target Audience
It
is important at this point to be realistic about the
number of visitors you can expect to meet at any
exhibition. You and your team must understand that not
every visitor has an interest in what your company is
exhibiting. In fact, research proves that
approximately 15 percent of an exhibition audience has
general interests in any product or service category.
To be certain in your exhibition planning, consider 10
percent as your specific target audience.
Pre-Show Communications with First Time Visitors
Advertise
in pre-show publications - both print and electronic -
and special show issues of your industry's trade
journals. Remember to mention the important sales
features of your exhibit, where it's located...
Pre-show advertising can more than double your stand
activity during a show, since 83 percent of the
visitors use show "previews" to help them plan their
visit.
Send
Press Releases to the Retail Trade Magazines with your
news.
Advertising
Also, evaluate a variety of advertising opportunities,
as each can be effective, depending on your needs:
World Wide Web sites, print advertising in show
publications, industry journals, local and
international newspapers, radio and
television, hotel video programs, banners placed
throughout the exhibition, and more...
Newsletters
Either printed or electronic, newsletters are another
effective way to promote your participation in an
exhibition. It should be easy to read and filled with
valuable information targeting your current customers
and prospects. It can be in several languages,
according to the visitor profile, yet focused on
techniques to increase profitability. A newsletter
permits you to position your company as an expert in
your industry sector. It is more effective when sent
before the event and post-show, as a final promotion.
Sponsorships
Sponsorships are particularly effective in
demonstrating your support for an exhibition.
Make sure your target audience knows that you are a
sponsor in the exhibition, as it underscores your
commitment to their industry.
