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Maximising ROI: Excellence in exhibiting at trade fairs

Apr 01,2024 - Last updated at Apr 01,2024


Local, regional and international trade fairs and exhibitions offer a unique platform for tech companies to showcase their innovations, forge new connections and accelerate growth. The difference between merely participating and significantly standing out hinges on strategic preparation, active engagement, and dedicated follow-up. This article delves into the transformative strategies companies can employ to elevate their trade fair participation, ensuring a substantial return on investment.

In my opinion, preparation is critical in the months leading up to the fair. Companies must set measurableobjectives, whether for lead generation, finalising partnerships and brand exposure. Understanding the event’s demographic and market fit of the products and services of the exhibitor, enables companies to tailor their messaging, ensuring it resonates with the audience’s needs and interests. Early engagement through social media, email marketing, and website announcements about participation can spark interest and discussions before the event even begins.

The design and staffing of the booth play a crucial role in attracting visitors. Companies should ensure their representatives are not only knowledgeable about the products and services but also skilled in initiating meaningful conversations. This preparation transforms casual inquiries into solid leads.

During the fair, companies should adopt a proactive approach if booth traffic is lighter than anticipated. Engaging with attendees outside the booth, offering live demos and sharing compelling facts about their offerings can attract more visitors. Moreover, exploring the fair to visit potential customers and partners after doing proper investigation about them showcases initiative and expands the company’s network.

Collaboration with neighbouring exhibitors for cross-promotions can be particularly effective, especially if the products and services complement each other. This strategy not only increases foot traffic but also highlights the potential synergy between different tech solutions. In addition, utilising event apps enhances visibility, allowing companies to broadcast updates and invitations to their booth, capitalising on the fair’s digital audience.

Post-fair follow-up is crucial for converting potential leads into tangible outcomes. Companies should initiate contact promptly, personalizing their messages based on the interactions at the fair. Reflecting on the performance against set goals and gathering feedback from staff and attendees are crucial steps in measuring success and identifying areas for improvement.

In conclusion, success at trade fairs for tech companies requires a comprehensive strategy that spans beyond the event itself. By systematically preparing, actively engaging during the fair, and thoroughly following up, companies can significantly enhance their brand presence, create valuable relationships, and drive their business forward. Trade fairs are not just events; they are pivotal opportunities for innovation, networking and growth.


Chief Executive Officer / The ICT Association of Jordan – int@j


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