Sales and Marketing

Trade Fair Success Basics for Businessmen

Business Trade shows are quite an integral part for a start-up company. It is important not only because it brings clients to a business but also helps to increase a company’s visibility. Needless to say trade shows require a lot of effort time and money away from the business. Although one in a trade show is particularly focusing on the business growth, it is natural that quality work time that can bring in money is overlooked. One can be a successful entrepreneur but not necessarily a trade show expert. Entrepreneurs invest a lot in trade shows and it is important that they get back what they invest. Here are a list of things that an entrepreneur trying to be successful in a trade show should focus on.

  1. Display:

It is always the first impression in a Trade Fair that draws clients towards a business. Focus on creating a booth that is positive, draws in attention and tells your business story. Keep your booth classy and to the point.

The second most important thing about the business booth is that it should be approachable. No matter what, even if people there know that you are there to be approached, an unapproachable air around the booth will surely keep customers away.

  1. Set a Goal:

Just being at the trade fair and interacting does not help much. Yes, as an entrepreneur you need to set a goal. You need to know why you are there. One can measure the success of a trade fair only if one has a set goal.

Answering some of these questions would help one to set a goal.

  • What works for your business?
  • Does your business require numerous contacts or a few solid clients
  • Where should your networking be? Should it be towards people in industry or with potential new employees?

Questions like these and many more can help you assess and decide on what you should take away from the trade fair to be a success.  Check what you need to do and then build up on it.

  1. Social Media:

The importance of social media in a trade fair should never be overlooked. Participating in a trade fair without making the required noise in social media is like having a party without sending out the invitation. Make the necessary noise to create the right buzz in the trade fair. Promote your business online, link it to the trade shows social media and start to interact with potential clients.

It is possible that a successful social media campaign would bring in potential customers right to your booth. What happens after that leads to the next point.

  1. Interaction:

 When clients come over to the business booth it is important that they get better than what they expect. It is very important for an entrepreneur to place the correct person on the booth. It is very important that one do not hire inexperienced people at the place. The business booth is where all your clients and business partners might come in.  This is where the action is happening.

Place an experienced and professional person on the booth. The person in the booth should be able to negotiate well and answer questions. A trade fair allows for a face-to-face marketing with potential clients. Boost your chances of closing deals by placing the right person to represent your business.

  1. Attract People to your Booth:

The one thing that puts off a trade fair attendee is someone ambushing them to listen to their pitch. Successful entrepreneurs always have the habit of attracting clients to their booth without them having to aggressively having to call them.

Here’s how?

Play a game and give out prizes. While one plays and collects prizes your business representative can also talk about the lucrative offers and the reasons why the clients should associate with them. There are many innovative things that one can do to attract clients to the booth. One can also give out things for free. This can help a client experience the product without anyone having to force them to try it.

  1. Call-to-Action:

Having a clear call-to-action doubles up the opportunity in trade fair. It’s like converting potential clients to customers already. Many entrepreneurs chose not have clear call-to-action features in a booth. Success comes easy to those who do.

Depending on your business type leave the following call-toaction features like

  • Make them sign up for more information
  • Make them buy your products

Whatever your call-to-action train your staff about it and make it     clear in your business booth for customers to know.

  1. Follow Up:

Follow-up with the contacts that you have made in the Trade Fair. Trade fairs provide entrepreneurs with the opportunity to do trade, but what one makes out of it depends on how well a business man follows up on it. Simply making a contact is not enough. A client would never call up unless he/she is completely at awe by your products and services. Even if they are, following up on them would help a business to establish a relation out of a pleasant experience. For those clients who cared enough to stop by, it is immensely helpful to follow up on them so that they look up and take notice.

Trade fairs provide a great opportunity for entrepreneurs. But how one fares in the fair depends on the business owner. A business is anyway investing a lot of time, effort and money to be in the trade fair. It makes sense if it can come up with some sort of profits, contacts or promises of business alliance from it. All it takes is an assessment of what’s and the why’s of being in the trade fair and building up on it with added features that would help reach the business goal. The above mentioned are the basics that can help one to build a platform of success in a trade fair. Apply these to your business booth and see it taste success.


About the author

SPI Group

An integrated platform created to serve entrepreneurs and service providers. SPI engages with over 100,000 Entrepreneurs & Senior decision makers through a unique combination of cutting edge business magazines, high profile B2B summits and conferences, strategic alliances with Govt, business associations and government bodies. SPI also leverages the power of digital marketing and social media.

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