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Making A Great Impression On Clients
At Your Exhibition Or Conference
If you are planning on taking your business to a trade show or
conference then you want to make the best possible impression and to use
the opportunity to really develop some strong leads that will be
beneficial to your business.
Whether you are paying for a stand or have been invited to present at a
conference, you are looking at a golden opportunity to build the
reputation of your brand, and taking simple steps in advance of the
event can help you to capitalise on the opportunities it presents on the
day.
Preparing for a Trade Exhibition or Conference
If you are presented with the opportunity to meet potential clients and
build a better business network through an exhibition or trade
conference then you will need to plan carefully in advance in order to
make the most of the possibilities presented. Areas to consider include:
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Hook - for trade exhibitions you will need to draw visitors to your
stand in order to give you the chance to interact with them and begin
to communicate a message about your brand, if you are presenting at a
conference you will need to make your slot stand out from others on
the day so that your brand becomes associated with something that
delegates consider an interesting or enjoyable experience. Think about
ways in which you can liven up proceedings, offering an unrelated
extra such as massage or refreshment can be a great way to bring
people to a trade stand, while opening a conference slot with an
entertaining demonstration or performance can help gain the attention
of the crowd allowing them to better process your brand message.
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Image - Remember that your trade stand, demonstration materials and
the staff on the scene will be representative of your brand on the
day, so you need to ensure that every aspect of your corporate image
is carefully considered. If you are a fun-loving modern brand then
don't turn up in starched suits and ties, if you want to sell to a
conservative market make sure you ditch the jeans. Spend good money to
stage a trade stand, banners and hangings should be eye-catching and
interesting and the effect as a whole should be cohesive. It can be a
good idea to mount your stand in advance to take the opportunity to
look at it and make any necessary adjustments - if your stand looks
unprofessional so will you. Check and re-check all presentation
materials before appearing at conference, no company wants to be
remembered for a comedic performance with an uncooperative PowerPoint
presentation.
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Conversions - try and consider how you will use the event to convert
casual contact into clients. Think about how you will establish an
ongoing relationship with those you meet, and how you will prompt them
to take a close look at what you have to offer. Promotional materials
are a great way to do this. Offering a useful gift, which can be
anything from a logoed notepad and pen to a
branded USB flash drive is a great way to keep your brand at the
forefront of potential client's consciousness.
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