>At a recent exhibition I attended, almost no one manning the booths and stands did a good job. Almost no one asked for my contact details, no one asked me what I was interested in; no one asked me what I did! They would have then gone back to the office and told their colleagues that it was not a very good exhibition.
To participate in an industry or sector exhibition, whether national or local, is not a cheap option. If the same amount of money was spent on another part of the marketing mix, the board would want to know why and what was expected from this expenditure. Yet this does not always happen with exhibitions. Often the reason to participate is given as … well our customers will think we have gone out of business if we don’t. With the advent of all the various forms of electronic communication this is arrant nonsense.
Once the decision has been made to attend an exhibition a great deal of planning needs to be carried out. The aim is to maximise the benefits of this expenditure and to set targets and goals. One of the most important aspects is to define who the target audience is. Is it your target market? If not why are you planning to go there?
Next you need to understand the benefits that your products or services can provide to your target audience. The communication of these messages is important and should run through all you collateral- brochures, banners, catalogue entry.
Finally train your sales staff to understand and qualify who they are talking to. Collect their details so that you can market to them in the future (with permission of course.) Make sure they can demonstrate and describe the product or service in terms of benefits. Once all this is done there are only three things left to do ….practise, practise, practise.
For further information on how to run exhibitions and how to train your staff to maximise the return from an exhibition go to http://www.abio.ltd.uk/categoryblog/70-sales-training.html
Let us know what you think.