Means for effective participation in an exhibition

Renting of exhibition grounds and design of a booth are not enough to achieve good results at an exhibition. The base of the successful participation is being established before the beginning of an exhibition through an integrated advertising campaign, which may include a number of means of marketing communications.

To increase the effectiveness of your participation in the exhibition you should not rely only on the people who are invited by the organizers. Any booth at an exhibition can be your on-site office, so it is useful to invite your own existing and potential customers to the booth before any exhibition.
Existing customers will see that you are still "on a roll" and represent one of the best products in its segment. For potential customers the exhibition may be the very cogent argument that will let you finally invite them to serious negotiations and move into the category of long-expected buyers.
The best way to attract potential customers to your booth is to send them a personal invitation. For the purpose, prepare a list of your potential customers and invite them.
You should inform your potential customers within 2 - 3 months before the opening of the exhibition. The letter should be concise, to notify about the exhibition title, place and time of its holding, the product and the advantages that your customers can benefit from visiting your booth, its location, include the name, phone number and address of the person who can provide information and a ticket to the exhibition.
You should remind about yourself in a week or two weeks after the dispatch of the letter. The most important thing in this case is the personal contact and the interest shown by you.

Direct mails (with addressing by name) is one of the most effective ways to attract visitors. According to studies, they can increase attendance of your booth by 53%. The results of the survey by CEIR (Center of Exhibition Industry Research, the USA) showed that 83% of companies, that have achieved high results at exhibitions, used mailings of letters and invitations in advertising campaign before the beginning of exhibitions.
Also you can send emails to potential visitors with an invitation card to the exhibition. According to statistics, the recipients read up to 77% of cards received.

E-mailing. When sending personalized letters from e-mail addresses of your company, make sure to enter contact information of the sender. Use special distribution means to ensure that each customer does not receive the list of other recipients. Articulate the message subject. Do not attach additional files to the letter (instead, you can use links to your website, or to stipulate the possibility of providing information on request). You should not send the same messages to customer. In order not to cause irritation the content of messages should be different. Each time find new information causes.

Fax distribution. Many people believe that e-mailings completely replaced the opportunity to send out invitations by fax, but even in countries with the most advanced computer park fax distribution is up to date. In addition, many people prefer to examine documents from the sheet and not from the monitor screen.
Express delivery. As practice shows, express delivery of personal invitations is very effective and shows special respect and attention to the recipient.

Telemarketing is one more effective way of personal invitation of visitors. After sending the invitations you have a well-founded reason to call customers, make sure they to obtain information and make appointments at the exhibition. There are two compelling arguments in favor of this. First, the making an appointment increases the chance of your customer to visit the exhibition, and secondly, you will be able to plan the negotiations and organize the work in such a way that at the right time the necessary staff or the management personnel of the company will be at the booth.

We hope that the recommendations of the exhibition business professionals will help you to attract the maximum number of targeted visitors to your booth and the exhibition will satisfy all your expectations!

See you at Power Kazakhstan 2015!