Expos are excellent business opportunities for sales, networking and raising brand awareness. However, competition will be fierce, so expo attendees should create an advantageous expo circuit through following the advice below.
According to Entrepreneur magazine, industry expos provide the best PR, prospect and partner opportunities. However, advantageous expo circuits required detailed planning and preparation. First, before even committing to attend an expo, entrepreneurs should first attend a show in order to understand the layout and attendance demographics. If this is not possible, they should at least talk with past attendees in order to gain valuable information about what the expo is like beforehand. Once the expo registration is complete, entrepreneurs should review the session lineup and exhibitor list so they can plan who they will reach out to and what special considerations will be needed. However, anyone with an expo booth must carefully craft a killer presentation.
Create an Appealing Pitch
Expo pitches need hands-on demonstration and interactive presentations. Simply handing out flyers or greeting visitors is very ineffectual. For example, a plumbing company should have model equipment with running water hooked up for expo attendees to try out. An athletics equipment company should have sports equipment that people can handle and examine. For example, consider setting up a single miniature golf hole with interchangeable obstacles. In addition to this, engaging demonstrations must have enthusiastic speakers who are pleasant, persuasive and persistent. Presenters should have a set of succinct taglines that can be used on different target groups. Finally, consider playing a video demo outside the booth. Keep in mind that the video must be brief, convincing and full of energy.
Create a Customized Pitch
In addition to having a general pitch for random attendees, be sure to create a customized pitch for the most important exhibit attendee cohorts. This will require pre-expo market research in order to create personalized handouts for the biggest buyers. According to the American Society of Association Executives(ASAE), all marketing materials should be based on what the target cohort needs in order to remain competitive and excel in their field. For example, an expo participant who is a government contractor should focus on how their products or services will save money. On the other hand, an expo participant who caters to health care organizations should focus on quality consistency. One final method is to send out experienced sales people to personally call on the most important expo customers so they can demonstrate the product of service benefits.
In the end, attending expos are a great way to accomplish months of sales, marketing and advertising activities in only a few days. Therefore, be sure to properly prepare and create engaging pitches for both high profile customers and general audiences.