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Article Title: What On Earth Are Trade Exhibitions For?
Author: My Booking Manager
Word Count: 519
Article URL: http://www.isnare.com/?aid=61078&ca=Marketing
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As a Sydney-based exhibition designer, Ove Prado often conducts
his own survey of trade shows. He tries to work out, from what
he sees, the purpose that each stand is playing in that
company's marketing strategy. �All too often�, he says, �the
message is confusing and some designs actually drive customers
to walk straight past�
Renting space at a trade exhibition, designing a stand, having
it built and staffing it for the duration of the exhibition
shares some of the essence of running other types of event but
differs in some significant features.
To begin with, your audience is only partially captive. They
may choose to attend the exhibition but, in the vastness of an
exhibition hall, unless you have marketed your presence
effectively, they could pass you by in favor of more visible,
glamorous, noisy, exciting stands.
If and when they descend on your stand, their time is precious.
There may be 20 or 30 providers they have decided to test out in
their day. This means you may have 15 to 20 minutes of their
time if you have the staff to deal with them and other visitors
simultaneously.
Your potential clients may also come to you with either a very
specific problem to solve or no problem at all, just general
curiosity. You have to be ready to handle almost anything. You
can't prepare a single script as you can with a series of
presentations, so your people have got to be gifted ad-libbers.
Working out the purpose of a trade stand
As with any event, deciding to exhibit at a trade show starts
with the germ of an idea somewhere. It may be that your
organization has always taken a stand at this particular show
or this may be the first time you have cut your teeth on this
audience. What you expect to achieve through your stand and
your presence at the show depends on your answers to several
important questions.
� Is this an opportunity to launch an exciting new product or
service?
� Is this a showcase for your existing range of products or
services?
� Will you be expecting to meet mostly new potential customers?
� Will you be expecting to meet predominantly existing
customers?
� Do you expect to take orders on the stand?
� Will the stand be an information only exhibit?
� Are you planning to position your organization against the
competition?
� Will your stand be about image or substance?
If your answer to all of the above is �Yes!�, then be very
careful. By attempting to achieve too much with your presence
at an exhibition, you may run into the problem of confusion and
complexity. Like any marketing activity you must be clear about
what it is you are offering.
Ove's advice to trade show exhibitors is �Remember that over a
quarter of people who attend trade shows will actually
formalize an order while they are there. Does your stand say
�We're friendly - talk to us!��
About The Author: Published by My Booking Manager. A
convenient, professional, time saving & cost effective way to
accept registrations, bookings & payments for your next
seminar, workshop, trade display or membership event Obtain
your FREE report "20 Steps To Running Successful Seminars
Roadshows Workshops And Events Report" at
http://mybookingmanager.com
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