TIPS FOR EXHIBITORS

BEFORE THE FAIR

STEP ONE: DEFINE YOUR GOALS

  • Attract new clients.
  • Strengthen the relation with current clients.
  • Start or close business deals and sales.
  • Expand your market share.
  • Position your brand.
  • Promote new products and services.
  • Analyze your market position as compared with your competition’s.
  • Develop your contacts and improve institutional relations.

STEP TWO: STAND ASSEMBLY

  • Ideally, your stand should be easily accessible and allow for the free movement of visitors.
  • Consider different options based on your needs and aspirations: use a design of your own or a basic custom stand.
  • Plan stand equipment logistics in advance: transportation, handling and storage of the goods to be displayed.
  • Remember to provide for any necessary security and cleaning services.
  • For energy saving purposes, use an electrical installation with a minimum of 2 circuits with their pertaining switches and avoid installing unnecessary lighting fixtures.

STEP THREE: SELECT YOUR WORK TEAM

  • For customer service activities, select vendors with an in-depth knowledge of your company’s products and services and of the reasons for your company’s participation in the fair.
  • Assign the tasks to be performed by each individual in a clear manner.
  • If you hire someone exclusively for this fair, make sure they are properly prepared.

STEP FOUR: DESIGN A COMMUNICATION AND PROMOTION PLAN

  • Publication of articles on web sites and specialized graphic media.
  • Print advertising (Exhibitor’s Catalog, newspapers and magazines).
  • Digital advertising (banners on other sites).
  • Social Media and Community Management.
  • Production of printed materials to be distributed at the stand (brochures, catalogs, etc.)
  • Additional promotional activities: conferences, lectures, tastings, etc.
  • Prepare any necessary materials to send out prior invitations to visit the stand during the term of the fair.

STEP FIVE: DEVELOP BUSINESS RELATIONS

  • Personal invitations.
  • elephone calls or telemarketing.
  • Mailing / Social Media.
  • Direct mail.
DURING THE FAIR
  • PUNCTUALITY to open and close the stand. It would be advisable for you and your team to enter the premises well in advance to check the facilities.
  • STAND ORGANIZATION. Before opening the stand, gather your work team and go over tasks assignment and the schedule for each day.
  • RESPECT for your clients’ time. Comply with your scheduled appointments and take advantage of every minute to promote your company’s features, products and/or services. Use exactly the right amount of time with each visitor. Optimizing your time means achieving results. Focus on your target audience, take down their contact information for future contacts.
  • QUALITY of your products and services. Verify the condition and operation of your products before fair opening to the public.
  • FORECAST of future sales. Remember to ask the people who visit your stand for their contact information to contact them again after the fair is over.
  • REMEMBER that the most successful exhibitor is not he who makes the most noise, but the one who has properly segmented their target audience and conducted adequate business and marketing actions.
  • DO NOT DISASSEMBLE or leave your stand before fair closing. This can be seriously detrimental to the image of your company or destination.
AFTER THE FAIR
  • Gather your work team and conduct an assessment based on your initial goals.
  • Read and systematize your visitors’ data to have a first overview of the results achieved (number and quality of visitors, new contacts, etc.).
  • Communicate with your new contacts as soon as possible, taking advantage of the immediacy of the event. Continue your communication campaign and publish the results of your participation at the fair.
  • Plan follow-up actions to be implemented regarding media, clients, new buyers, new agents, etc.
  • Assess your Promotion and Advertising Campaign and Press Dossiers.
  • Reserve your spot for the next FIT edition.