~ Marketing irt Exhibition ~
Marketing
Monday ---- Marketing irt exhibition
The marketing toolkit contains various promotion tools where
an exhibition is still an often used tool even though there are plenty of
alternative communication options.
WHY?
Although most of the things you do at an exhibition can be done online given the various communication tools there are nowadays.
It is still very relevant to visit an exhibition where you MEET IN PERSON which have a profound effect on relationships.
Despite video calling and supporting comm tools, meeting face-to-face lays the fundament for further contacts.
HOW!
The metafor on sailing can be used for an exhibition being part of the marketing tool box.
⛵Type of water you'll be sailing
Various questions are relevant to ask yourself in order to have a pleasant and succesfull exhibition.
What is the character of the exhibition?
Which companies exhibit & why?
Who's representing typically the exhibitor?
Who's visiting and why?
What's allowed and what not at the exhibition, specifically on floor promotions for example I'v used a body painted model that walked the floor with flyers, this was in agreement with the organizer.
⛵Weather forecasting
Like weather forecasting, monitoring industry media platforms ahead of the exhibition will give you a bird's eye view on the players, topics and current issues.
It will help you answer questions like;
Which recent industry developments will be in the chit-chat?
What are the main issues that top the agenda of sales, purchasing and marketing?
What kind of information and teasers I need to bring in order to catch the attention and interest?
⛵Your role on the water
Your presence at the exhibition has a reason, like;
Which goals do you have?
What is your strength on this water that you can exploit?
Are you focused on awareness, understanding and/or action towards your target audience?
Do you focus on exhibitors and/or visitors as your target audience?
How to maximize the 10 seconds window when you start a chat?
Which creative, original tools can you bring to stay top of mind of those you've met and keep the initiative (I'll give you a call vs we'll call you)?
What if the ideal contact of your prospect is not around, instead it is a colleague, how to get indirectly to your desired contact?
For me relevant questions to answer in my preparation for in this case the Food Ingredients Europe visit in 2 weeks time.
Should you favor support in your show preps, happy to help:-)
--- This post aims to start your week with a marketing & nutrition inspired thought
---- Mutrition aims to make your food business healthier
----- Let me help to tackle your market challenges
