What do Attendees Want from Trade Exhibitions?

 

Trade Show Meaning World Fair And Purchase

Events can be used to draw in new clients, establish your brand, and learn more about other companies within the same industry. However, before you begin generating the leads you are after, you must consider the needs and wants of your attendees.

The Allegra Marketing Print Mail team has put together this list of ideas that can help you appeal to event attendees and keep them engaged during a trade exhibition.

Establish Your Company’s Brand Identity by Sending Personalized Invitations

If you want sales leads, you may need to appeal to each potential attendee individually. Instead of mass-mailing numerous identical and impersonal paper invitations, try sending customized emails addressed to each attendee. This will give the attendee the impression you are legitimately interested in them. In your email, inform the reader of the goal of your event. For example, is your event an educational one? Do you intend to teach the attendees about a particular topic? Make sure you give your attendees have a reason to go.

Give Planned Breaks and Plan One-On-One Interactions

Your trade show attendees are there because they need your service or product. If they weren’t, they wouldn’t attend in the first place. This places you in a unique position of power with a somewhat captive audience. With this said, you don’t want to overload your attendees with information. The human attention span is relatively brief, so you will want to keep your engagement short and sweet. Make sure everything you and your team says has meaning and weight, and always put emotion behind your words.

To avoid information overload, consider giving your attendees brief breaks. During breaks, they can simply relax or ask your team questions. They can also browse stations and speak with each other. Breaks are excellent opportunities to introduce yourself to each attendee and make a lasting impression.

Stand Out and Give Attendees Something to Remember Your Company

If you are attending a trade event hosted by someone else, attendees must have a reason to visit your display. With so many companies at the event, you must find a way to make your company stand out. Use bright colors and aesthetically appealing signage, displays, and branded giveaways can entice people to visit you instead of other companies.

Remember to hand out brochures, business card, or something tangible attendees can hold on to. Brochures are helpful, especially for attendees with the shortest attention span. Your brochures can also give attendees a deeper look into your brand identity.

Use Technology to Your Advantage

An easy way to edge out the competition is to use technology to your advantage. Create a slide show or video explaining your company’s offerings near your booth. There is a myriad of racks and stands available to help you mount your television or screen, and the event host may even offer them for free. The visual appeal of a television or screen will always draw in interested clients.

Engage with Potential Clients Via Social Media

Social media has taken over the world, and in modern times, even the most obscure businesses engage with customers and clients via Facebook, Twitter, and Instagram. You must incorporate social media into your marketing strategy, or you will simply be left behind. Before attending or hosting an event, engage with your followers on social media. Invite them to attend your booth or event, and you can even use your page to answer any questions they may have about your company.

Discuss Your Marketing Strategy with Allegra Today!

Attending or hosting a trade show doesn’t have to be intimidating or boring. You can create emotionally compelling exhibitions that draw customers in by appealing to their needs. The key is to never underestimate the power of branding and client experience. Contact your local Allegra Marketing Print Mail location to discuss our unique and proven market strategy services.

Transforming Lukewarm Leads into Loyal Customers

One difficult aspect of sales is transitioning prospects from leads to loyal customers. While there is no magic solution to the problem of convertBusiness concept paper is on the desk with a cup of coffee and a calculator aside.ing prospects, marketing expert Carla Johnson offers a uniquely fresh approach. In the Allegra Marketing Print Mail webinar “Chemical Attraction: Transform Lukewarm Leads into Loyal Customers,” she shares the four distinct methods for improving the customer conversion process.

1. Shortening the Sales Cycle

The key to navigating the sales cycle is understanding that the cycle differs by company, industry, market and product. There isn’t a “one size fits all” map to closing a sale and this is where businesses tend to run into problems. They insist on trying to conform to the following basic steps in the sales process.

  • Prospecting
  • Contacting
  • Approaching
  • Presenting
  • Handling objections
  • Closing

Having a structured set of steps for navigation the sales cycle is important, but it is more important to adopt a sales process that is customized to your target market. The key reasoning behind a shorter sales cycle is this: A faster progression from prospect to close means less time to lose potential buyers.

2. Focus on Fewer Touchpoints

Touchpoints are the points or stages in the buyer’s journey where salespeople interact with potential customers. The number of potential touchpoints has increased with the growth of digital media. The struggle for businesses is knowing which touchpoints to focus on.

She recommends shifting the focus to your customer instead of the product. Fewer touchpoints aimed specifically at a targeted audience are more likely to hit the mark. This webinar explains why trying to hit all the touchpoints isn’t the best approach.

3. Actively Guiding Customers Through the Buyer Journey

Effectively closing the sale means being present for customers from start to finish. Unfortunately, many businesses skip the first two stages of the buyer’s journey (awareness and consideration) and put all their focus on the last stage (decision/purchase).

At the awareness stage, customers require help identifying or recognizing they have a need or a problem. Your job is to help them discover that need or problem and move them to the next stage on their own terms. In the consideration stage, you position yourself as an expert and show how your product or service meets their need or solves their problem. Only at the decision/purchase stage are you in a position to successfully close the sale.

4. Activating the “Dead-End” Buyer

Companies often spend too much time on generating new leads and not enough time on cultivating existing buyers. Often, the “one and done” buyer is considered a dead-end because they’ve already made their purchase, their need has been met and there is nothing more to be done. Wrong.

The so-called “dead-end” buyer is a prime target for increased sales. While it is important to gain new customers, it is equally important to retain current ones. It is often easier to reactivate a dormant customer than to groom a new one, and it is also more cost effective.

With successful brands getting up to 76 percent of their revenue from repeat business, it really pays to devote attention to the “one and done” buyer.

View the Webinar Recording Today

If you’re tired of slogging through traditional lead lists and struggling with converting prospects into loyal customers, “Chemical Attraction: Transform Lukewarm Leads into Loyal Customers,” is worth viewing. In this hour-long webinar, world-renowned storyteller, best-selling author and keynote speaker Carla Johnson explained the value of changing how businesses think about customers.

To listen to this recording and our previous webinars, visit: https://allegrawebinars.com.