Trade fair: the right way to publicize your business
In the age of digital communication and the proliferation of online marketing materials, the trade show may seem old-fashioned and outdated.
And yet, classical or offline communication should not be neglected.
Complementary to digital strategies, it is an opportunity to work on your brand image and promote your company.
Here are some tips to help you prepare and succeed.
WHAT ELEMENTS WORK BEFORE THE FAIR?
As well as a good web referencing, the trade show is a good way to increase the visibility of your company.
In addition to your stand on D-Day, the name of your company will be communicated in all media distributed around the event.
However, it can be difficult to stand out in the middle of dozens of other brands.
It is therefore important to communicate well upstream and to prepare your stand.
First, create and print the communication materials you will use during the event: brochures, business cards, flyers, white papers, etc.
Also, use digital communication to announce your presence at the fair.
You can create publications on social networks and pique the curiosity of visitors. Feel free to be creative to attract the public. For example, you can advertise online, or print a large banner to install in front of your point of sale.
Last but not least, do not forget to brief your team on the attitude and business discourse to be adopted at the event.
HOW TO ANIMATE YOUR STAND?
You are ready for all possibilities, the public is aware of your presence and many are planning to attend the fair.
If you want your booth to be visited, you do not have to stop there.
First of all, your space must attract the eye and be in the image of your company.
It is therefore advisable to look after the decoration and to decline the graphic charter on the various supports.
Beyond conventional conversations, you can also make visitors want to stay longer with you.
Develop interactivity by encouraging the public to take pictures of themselves in front of your booth and relay the image on social networks.
The organization of a raffle is also a good way to get participants’ attention, and to collect valuable data.
However, be sure to choose lots that will meet the expectations and needs of visitors.
Finally, do not hesitate to propose original and fun animations, which will allow your brand to be anchored in the memory of the public.
HOW TO COMMUNICATE AFTER THE FAIR?
Are you satisfied with your intervention during the event?
Do not stop in this good way, and capitalize! After the fair is an important moment.
Keep in touch with the people you meet, to turn them into loyal customers.
Online communication can again take over. Both methods are intrinsically linked.
Check that your website is up-to-date, post articles with feedback on the event, post photos and comments on social networks.
A trade show presence is only really successful if you can turn visitors into customers.
In conclusion, attending a trade show is not to be taken lightly.
To avoid losing money, attention must be paid to preparation and communication upstream.
Make visitors want to and encourage them to promote your brand.
