Exhibitions are a great way to attract customers and increase sales!
However, all the money invested in the exhibition can be wasted if you were unable to attract and interest a large number of visitors.
Do you know such a dull picture: an exhibition, a booth of a company. There, the manager shifts with a bored look. A stream of visitors flows past, but no one lingers longer than a second.
Or worse.
Stand. The materials are laid out on it. A company representative sits and goes about his business, showing all the appearance that he is not going to humiliate himself before everyone he meets. What’s called, you want - take advertising. Do not want to - do not take it.
Now someone may exclaim: “But how can it be otherwise ?!”.
Not just possible, but necessary.
Personally, I really like the expression of one of the businessmen: “If I go to the exhibition, I set a goal so that it pays off in the next 2 weeks and not later. And, as a rule, I achieve this result! ”
Good installation, right?
Let's take a look at a few tricks so that after the exhibition you get real customers, real orders and real benefits.
Stage 1. No one goes into battle without preparation .
Preparation is a guarantee of success at the exhibition.
First, write a script for the exhibition. One of the best tricks that I know is special fake people.
That is, at the exhibition there should be from 3 to 5 people who periodically come up to your stand, stand there and animatedly discuss your product or service with interest.
Here the gorgeous rule works! If other people see that a booth reigns at some stand, they will involuntarily pull themselves in there, like moths to a flame. People go to people. Crowd to crowd.
It is very important that the dummies know their role perfectly and follow it impeccably. It’s better to rehearse in advance.
Secondly, come up with something interesting for visitors - original lighting, an interesting lottery, useful handouts (for example, some useful tips in your area of activity).
The most important thing here is to attract attention.
As one of the greatest philosophers of the past L.R. Hubbard said, money equals attention.
I would write this rule in large print in the office of every PR man.
The more attention you manage to attract to yourself, your company, your stand, your product, etc., the more money you will earn.
But that is not all.
Hubbard himself, through analysis and observation, came up with an amazing rule that the reason for the failure of any event is: "too little and too late."
This means that you must begin to disseminate information about the exhibition very early and in large quantities.
A very good way to attract customers, including at the exhibition, is to use a three-touch system.
This means that one person should hear about the exhibition at least 3 times.
You can use the mailing list of paper letters (direct mail).
Why exactly her?
Because you are interested in specific recipients who can become your customers. Namely, this completely legal type of mailing allows you to choose a suitable base of addresses so that advertising goes to a strictly designated circle of people without spraying the budget on those who you do not need at all.
The ideal option is to send 3 letters with an invitation to the exhibition to your booth. Letters should be different and, ideally, continue each other.
In order to be motivated to come to the exhibition and find your booth there, you can launch some super-interesting lottery, the winnings of which can only be obtained at the exhibition.
Or send the lottery tickets themselves, and the drawing will take place at the exhibition.
In addition, you can send some good article on how useful it is to attend exhibitions and meet new people there. And even offer several ways to start a conversation at the exhibition.
What else can be attributed to preparation?
Be sure to think over the behavior of those people who will represent the stand of your company.
Compose and rehearse:
- How they will attract people passing by to their stand;
- What questions will they ask to arouse interest and identify their potential customers;
- What tone and facial expression should they have;
- How will they give a business card in order to be remembered by a potential client against the background of many others.
It is important!
Have a dress rehearsal, it certainly will not be superfluous!
And here is another crucial point: come up with a good excuse to take visitors' contacts and then process them after the exhibition.
Stage 2. The exhibition itself.
If you took the time to prepare, then the exhibition itself will be held like clockwork. Very often the exhibition is covered by the press. Attracting attention to your stand, you can appear in the media for free, which is not bad at all!
Stage 3. Processing the results.
If you manage to work well and gain contacts from the exhibition, contact these people in the next couple of days, while their impressions are still hot. In this case, the return will be much better.