Trade Fairs – ‘user’s guide’
We have discussed the topic of participation in trade fairs on many occasions. Whether to participate or not is a decision to be made by each company. I wouldn’t like to enumerate once again the benefits participation like that can bring. I would rather like to focus on the things that one should pay special attention to in order to perform efficiently in case they have decided to use this important marketing tool.
Although it seems a routine activity, participation in fairs should be carefully considered in advance and well prepared. If not, it would be much better if you did not attempt it at all. The first step is selecting a fair. Bulgaria does not offer many alternatives in the field of woodworking and furniture manufacturing so the choice is easy. Things abroad are far from easy and simple. Better visit several destinations which seem appropriate and only then make your choice.
The next step involves providing accurate answers to a number of questions.
What should you exhibit? How to design your stand? What are your goals? How to attract more visitors? How to instruct the people working at the stand? What message would you like to convey to the visitors to your stand? What advertising materials should you prepare? How to collect information about the visitors interested in your stand? How to use the information collected in the best possible way? Will a one-off participation in a fair bring the desired result? And a host of other questions.
The thorough preparation for participating in a fair is a long and complex process which often lasts months but the result is always positive.
Before the biggest upcoming industry fair Technomebel/The World of Furniture we are publishing an article focusing on the mistakes you should do your best to avoid as a participant.