This is how you make a trade fair participation successful!

Is it a rib out of your body?

A rib out of your body. Or just a big chunk of money. Participation in the trade fair is expensive. Expenses are relatively high and resources and people are used intensively. Is that worth it? What do you get in return? Return on investment. Not a sexy term, but it's what it's all about in the end. Returns must be achieved to make it a successful marketing tool. And to determine that, you need to have a clear and measurable goal. Generate brand awareness and engagement, for example. Create sales options. Or collect lucrative business leads.

From research by the Event Marketing Institute it appears that 33% of marketers see and expect participation in the stock market to make money. And quite big, too. Approximately 1:10. So every euro invested brings in 10. Yes! Do you already have euro signs in your eyes? First things first. Make sure that your target group is walking around at the fair in which you want to participate. Do their motives match your goals? Perfect!

The 5 Ps or earlier ZzzZz...

Good. The stock market is ON! But how do you make optimal use of trade fair participation? The right marketing mix for your company comes from the company's marketing plan and goals. We're all familiar with the mix of the 5 Ps. B-O-R-I-N-G! ZzzZz... In short: at a trade fair, you can perfectly show why your product is distinctive (product) and worth its money (price). You come into contact with potential customers, sellers and suppliers (location). You can communicate very specifically to your target group (promotion). And, a trade show is a perfect opportunity to increase staff engagement and host business dates (staff). The stock market is your marketing wingman.

Like Paris, the stock market is (almost) always a good idea

The stock exchange is a perfect platform for exchanging and selling information. But anyone can find information online. So why a stock market? It brings people on the show floor together and allows you to talk to potential customers face-to-face. Show and feel what you stand for as a company. Participation in the exhibition generates a large number of contacts with various target groups, at a relatively low cost. But those are not the only benefits. Scholarships offer an intensive experience for all senses. And don't forget how valuable the grant is for your relationship management! So:

1. Senses are stimulated.
2. Personal contact plays an important role: the fair is not always about products, but also about customer relationships.
3. The experience is key.

But with the digitization of marketing, the stock market must also take its place again. Because, to be honest, participating in the stock market alone will no longer have the same marketing effect as 15 years ago.

The priceless personal factor

Admit it. You also send emails to that colleague a few meters away. We know it's stupid, but hey. While we're enjoying the endless benefits of the digital age, it has also created a society where we rely on technical feats to communicate. How did we survive the time without mobile phones, internet and search engines? We got into a fight with the fax. Or you were already tired at the thought of walking to the post office. But we communicated. Companies have managed to grow. Life went on. People were talking to each other.

There is no hyper-intelligent theory or algorithm to stimulate marketing and build business relationships. Do your customers roll out of the CRM system? We don't believe it! You have to invest time and effort into that. As social animals, we feel at ease when talking to someone face-to-face. At a time when digitization is constantly increasing, the need for personal contact is also increasing. So a major added value of the fair is 'live communication'. It gives you insight and builds trust.

Thank the technology for your stock market success

In addition to personal contact, there is also enormous marketing potential for technology use and digital engagement at trade shows. It will be easier than ever to reach a huge number of people via the devices that trade fair visitors use. There are plenty of ways to get targeted messages to your potential customers, share specific product information with them, or simply create a buzz around your brand.

Thanks to apps, on-site engagement tools and NFC technologies such as iBeacons communication at trade fairs goes beyond the mass e-mail approach. Just make those pockets vibrate! As an exhibitor, you have the option to send information directly to the visitor when they come to your stand. And don't forget augmented reality and virtual reality. Toppers for the stock market. Oh, and the internet. Dûh. Not as an alternative, but as a tool. For example, when promoting the event, when properly organized during the fair and afterwards when sharing valuable content with newly acquired contacts. After a nice date, don't you always send a message because you're hoping for more?

Successful trade fairs connect the trading environment with the digital world. Exhibitors are there for their customers 365 days a year. Not only at the stock market, but also on social media and with valuable content. Do you want to get the most out of your participation in the trade fair? So it's important that you think “out of the box” or rather “outside your booth”. Ask yourself how you can extend the fair beyond the hall. That is the secret to acquiring and retaining customers.

Your customer's love is for sale

How do you ensure that a trade fair or event is worth the money? By achieving your goals. So you have to have a plan. The value is up for grabs. Do you think your dream customer will just come to you and place an order? Of course, that's not how it works. Make sure your marketing and stock market plan is up and running and that your participation concept translates the company's strategy. A strong marketing strategy starts months before the event. And perhaps the most important thing: get the most out of your stand. To attract visitors to your stand, they need to see the added value. What's in it for them? Make them experience and learn.

Visitors want to see, feel, taste, smell, hear, and experience what you have to offer. Offer a experience that sets you apart from the competition. An experience that they will remember, but more importantly: want to use. The more senses you stimulate, the greater the response will be. The attractiveness of your product increases, as does the loyalty of your potential customer. And that's what you want! But activating your brand through interaction is also a goal. You want to get people moving. This time, you get to be a player. Let them all swoon in front of you. How? Take these innovative ideas as an example:

• Ping pong with an electric Smart to show people and feel that an economical car is also tough and strong.
• One real life viewing box that highlights your brand values.
• A life-size postal package that visualizes globalization and the international character of the LINE messenger app.

Remember to make sure your booth supports your exhibition goals. Is as many phone numbers as possible — just like on a Saturday evening — your goal? Make sure that people can easily leave data behind and that they want to. For example, by seducing them with an attractive giveaway or a fun game.

The stock market: a romance between personal touch and digitization

So what is the effect of transforming the stock market as a marketing tool on your marketing mix? The art of good marketing is knowing how to combine the power of face-to-face contact with the benefits of today's digitization. And within the collection of these different elements in the marketing mix, trade fairs still have a special place. Want to decide together how we can make your participation in the trade fair successful? We are here for you!

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