{ EXHIBITIONS }
EXHIBITING an ideal source of lead generation
In the run up to major exhibitions, including the Let’s Do Business events throughout Sussex, Michael Gietzen, Director at Identity Group (www.identitygroup.co.uk), offers an overview of his industry, as well as some top tips on how to gain new business enquiries, nurture client relationships and raise your business’s profile as an exhibitor… The first exhibition was created by Queen Victoria in 1851 in London, as an event to showcase industrial, economic and technological advancements. The ‘Great Exhibition’ attracted over 6 million visitors and 13,000 exhibits, clearly paving the way for international exhibitions of manufactured products. Ever since then, trade and public exhibitions have become a business staple, with companies continuously investing and developing bigger, better and more attention-grabbing displays to promote their brand and more importantly to
100
engage with potential clients. Last year in the UK alone there were over 1,600 exhibitions welcoming over 13m visitors and 265,000 exhibitors contributing over £5.5 billion to the national economy and supporting over 150,000 jobs. Furthermore, business growth strategy consultancy, AMR forecasts in the GLOBEX: 6th Edition market report that the global exhibitions market will continue to grow and exceed £26billion by 2018. So, not only is there a lot of money being spent on the continuously growing events market – over 80 per cent of trade show attendees are purchasing decision makers and 99 per cent of marketers value unique aspects of exhibiting. (Source: Trade Show News Network) These statistics provide definitive proof that being an exhibitor remains one of the best methods of measured ROI and the creation of successful business partnerships. However, before you decide on which exhibition or trade event to invest in, there are a few essential tasks that you need to consider carrying out in order to formulate a realistic ROI expectation…
1
Research: Spend some time researching events in target markets that you wish to generate new business enquiries/interest. Useful sources may include trade publications, the internet and recommendations from local and regional trade association leaders and members about the best events for your industry/market sector. Then think about how you would like to welcome visitors to your stand: would you like to offer a competition experience, such as a virtual reality game that ties-in with your latest product/solution, or simply a space for information sharing? As technology continues to
influence new trends and gadgets are created to entertain the masses, new opportunities arise for exhibitors to make a significant impact. Although still in the early stages of development, Bluetooth, wearable technology, RFID and 3D printing will be increasingly used and trialled in different ways to enhance people’s experiences at events through personalised content.
2
Plan: Once you’ve made a list of potential events, refine it by asking yourself whether the event type, topic and visitor audiences are right for you. You can do so by finding out whether the visitor demographic matches your ideal client profile via the event website, exhibitor brochure or by requesting a previous delegate/visitor list from the organiser directly. Also, consider: are you hoping to achieve new lead generation at the event; does the event suit your own company brand; would your existing clients come to the venue; and have any of your competitors sponsored/exhibited in the past?
3
Budget: Does the exhibitor package match your marketing budget range (quarterly or annual) and what other costs will you need to cover for promotional items, marketing campaigns and printed and/or digital collateral, pre-, during and post-event? Most event organisers are willing to negotiate to a certain extent, so be prepared to haggle for the best possible deal you can get. A key tip to remember is to request reliable Wi-Fi connectivity at the event and ask to receive the attendee list post-event – and prior if available.
4
Publicise: Once you’ve secured your space, consider how much time your company can give to creating a buzz at your stand. Events are just part of the marketing mix, and realistically