Why are you entering the fair? What do you want to achieve? It is recommended to set a main goal for the fair. It can be e.g. getting new clients, strengthening existing client relationships, testing new innovations, strengthening your brand or at international fairs giving marketing aid for a local distributer. Carefully specified goals are the foundation for the fair appearance.
It is recommended to start planning the fair appearance in good time. It takes both skill and experience to plan a fair stand. When planning a stand, think about the main message that you want to give. State your main message in a way that makes it possible for the client at first glance to get an idea of your company, what you do and know and what you can offer. Be creative and bold in planning. Reflect on how you can catch the visitor attention to your stand in an interesting way!
Inform in advance about your fair appearance in your company’s media (website, social media, customer magazines, brochures, advertisements). Send invites to your stand, arrange meetings with potential contacts. Remember to tell in advance about your possible new products and about any happenings at your stand. Don’t forget translations of your material at international fairs! Make use of the marketing material that the fair organizer offers e.g. banners, brochures, press service. Make sure to inform about your fair appearance on your website.
Choose your fair personnel carefully and engage the team. The personnel should be easily approached, have good language skills and be extrovert. Make sure to train the personnel in advance, give everyone their own specific tasks and inform the team about the goals and about meeting the clients.
Hur bra du lyckats på mässan avgörs efter mässan. Vad gör man med de olika kontakterna, med vilken tidtabell och hur närmar man sig kunder som visat intresse på mässan? Glöm inte bort visitkorten och de värdefulla kontaktuppgifterna. Jämför resultaten med dina egna målsättningar. Och kom ihåg att planeringen av följande mässa börjar direkt efter den föregående!
