Trade Shows And Expos: Some Tips For Companies

Taking part in a trade show can be very advantageous for any company

, on condition that the attendance is planned thoroughly, paying attention to the objectives of the company and the to the budget you have at your disposal, and using some expedients, both when you plan your participation and during the trade show.

Trade shows are very important marketing activities, giving a company the possibility to make itself known to many people, even abroad, and to establish business relationships that hopefully are going to be fruitful. But taking part in a fair is expensive, too: when you take part in a trade show, indeed, you need to keep your budget (which includes various costs, from the delivery of products to the hiring of hostesses) and objectives in mind, and make a detailed plan to achieve these objectives. A plan must include the target and market you are interested in, so that you can consider only the suitable events. In addition to the business sector of the trade show, you need to consider also the time of year when the event takes place, in order to choose the time that best suits your needs. If you take part in a trade show because you would like to achieve good results in terms of annual revenue before the end of the financial year, you need to keep in mind that there must be a certain span of time between the two events. Also, you need to consider that if you want to plan your presence at a trade show in the best possible way, youd better start planning it at least a year before. Taking part in a fair does not mean to be busy only in the days when the trade show takes place, it also means to work a lot before that, not to speak about the work that needs to be done when the fair is over to check if the objectives of the trade show have been achieved.

The preparatory work includes not only the planning of the objectives, but also a marketing and a logistical plan, which is essential to organize the preparation and the delivery of the products, the transportation of the involved people, and above all the setting up of the stall. An effective stall must have some peculiarities: the name of the company, for example, must be seen from wherever visitors may come, and the type of products or services must be presented in a clear way. When the trade show opens and visitors begin to arrive, you need to make it possible to visit the stalls in an easy way: the employees of the company that are in the stall should avoid ganging up with each other, behaving in a way that does not invite visitors to ask for information; moreover you should plan the breaks of the employees, so that there is always a sufficient number of people visitors can speak to, and check that you do not run out of material for visitors, and that this material is always visible.

by: Michele de Capitani

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