INSIGHT & OUTLOOK Strategy
Making the Most of Brand ‘IMTEX’ IMTEX—the most after and visited event for the metal working industry—is visited by high-level delegations from user industries, manufacturing MNCs and several Indian and International business delegations. The exhibition recorded confirmed business orders worth ` 2552.30 million and highpotential business enquiries to the tune of ` 12,201.40 million during its maiden edition in 2010. Swapnil Pillai suggests a few pointers to make your business presence felt and enhance your potential at IMTEX. Building Relationships When it comes to building relationships, there is no substitute for meeting people in person and discussing face to face. Conferences, exhibitions and trade shows are the perfect platform for meeting end users and key-decision makers. Talk to as many people as possible, take time to learn about their business and remember to collect business cards. The event can also be used as a live research session. Asking people opinions about your brand, products, sales pitch and marketing material would help to formulate future business plans.
Preparation Preparation is vital for success and will maximise opportunities, giving better value for money. The more thought and planning that is put in beforehand, the more likely the company would succeed at the event. Follow the exhibitor manual carefully and organise everything needed on the stand (such as lighting and electricity). Set objectives for the event and put a plan in place for all actions that need completing as early as possible. This should include all deadlines for getting the stand designed and the information needed to submit to the organiser.
Clear Communication
Increase Visibility Maximise the company’s presence by combining it with other marketing techniques. Use direct mail, participate in the events e-newsletters and have a close interaction with the official media partners who normally run features and articles about the event to create awareness about your company profile. Prepare press packs with your background information, latest news and customer case studies in a press pack for easy reference.
Make sure all your marketing messages are prepared in advance of the event. The messaging should be consistent across the companies stand, company literature and press material. This will ensure the clear communication to the customers and prospects about the company and its business.
Immediate Follow-Up Make sure you follow up with all the leads you have generated and the people you’ve spoken to. Send personal emails to people, rather than a group note to everyone you met, invite them to respond and to stay in touch with you. This increases the chance of converting your leads into sales. swapnil.pillai@infomedia18.in
January 2012 - MODERN MACHINE TOOLS 103