SALES AND MARKETING “For companies that are established in the marketplace it’s
an important way of saying, ‘We’re here and we’re here for the long run,we’re credible and we’re worth thinking about’. It’s an important credibility signal. In that sense, some companies think of it primarily as a public relations vehicle. “It’s also a great way of meeting partners and customers and
talking about new ideas, strategies, products and services,” he continues. “You can do that effectively and quickly. It allows you to see what other people are doing.”
VISITOR FIRST, EXHIBITOR LATER
For companies intending to exhibit at a particular trade fair, Maguire stresses the importance of first going as a visitor. “If you haven’t been to the fair before, don’t go as a participant,”he says. “Also, talk to other people in your industry and ask them how they find it. For example, if you want to take part in one of the major ones, where you are positioned is critical because these places are so vast.” The importance of advance preparation cannot be overes-
timated. “The more work you do ahead of it, the more you’ll get out of it,” says Sadleir. “The company’smanagement needs to work out what the goals of attending a trade fair are – whether it’s to sell a product, build relationships, to generate leads ormeet potential new customers.At the trade show you get access to such a wide audience over such a short period of time that you really have to have a good strategic plan tomake it work for you. “Every company will have a different reason for attending a
trade show and once they’re clear about their reason at the out- set, then they know what value they’ve received fromit. “Set your goals and research your target audience very well,”
she continues. “Andmake sure that you have your company pro- file up on the organiser’s website so people have access to your details as well.Also,have your press releases prepared.”
PREPARATIONIS VITAL
Where companies plan to have their own presence at a trade fair they should contact everybody they want to see and try to book appointments with them in the weeks before they go, rather than going to the event and hoping that people will come, according to Maguire. “Also, if you’ve got important customers, look at the possibility
of doing corporate entertainment at night to get to know them better,”he says. “A lot of people going will be at a loose end and
it’s a good opportunity tomeet them,build relationships and build your business with them.” Sadleir recommends looking at networking opportunities hap-
pening around the show. “Very often other stands will be having networking evenings, or there’ll be conferences or seminars. They’re good places to meet people and find out what they’re there for,” she explains. In order to get the most out of the show, companies need to
make sure they have an adequate teamwith them, she continues. “These people are the ambassadors for the companywhile they’re at the show so they need to know what the company’s goals are and be able to engage with people.” During the event,Maguire recommends spending time at the
end of each day reviewing what happened and what needs to be followed up.“Then sit down everymorning to plan the day again,” he says.
WHAT HAPPENS AFTERWARDS?
Following up after the event is vital according to Sadleir. She recommends using leads collection forms to keep track of any action required. “When you’re talking to someone you have a formthat you can tick saying that they are interested in buying or in further information or whatever your conversation leads you to,” she says. “If you just collect business cards you don’t really know what
the person wants. It’s more effective to have a leads collection form and to qualify your leads as you’re talking to them so you have the opportunity to followup quickly once you get back from the trade show. “If you don’t follow up after you’ve met these people at the
trade shows then you’re never going to get anywhere with them,” she says.“Atrade showis another opportunity to sell, so you have to take a sales approach.If someonewas selling something in their normal shop they would be following up with people who had indicated an interest.” Finally, it's good discipline to formally and comprehensively
document the results of the trade fair initiative in a report that everyone gets to see, saysTrainor. “In this way you keep the pressure on yourself to maintain
proactivity and energy around the process and continually learn fromit,”he explains. “This could lead to a decision to completely pull out of trade
fairs, or to invest even more in them, but at least the decision would be based on something concrete,”affirmsTrainor.
VOL 3 ISSUE 3 2010 OWNER MANAGER 27
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