Getting more from exhibiting

How much does it cost to make contact with a prospect? In the USA, according to a 1999 report by the Centre for Exhibition Research Foundation (CEIR), which gives the Data & Strategies Group, Framingham, MA as the source, it's only US$233, a 23% saving over the US$302 it costs out in the field. And how many field sales visits does it take to close the sale? Working from an exhibition lead it is only 1.3 visits, a 65% saving over the 3.7 visits needed otherwise. Whilst these figures are given as national average costs for the USA, with a little preparation an informed exhibitor can achieve well above these average returns on their use of resources.

Research also indicates that 91% of decision-makers find trade shows an extremely useful source of purchasing information (CEIR figures). Trade publications come a close second with 88%. Similarly, in a recent survey 87% of marketers said that face-to-face marketing is important to their company (Source: Benchmark Research 1999). Clever exhibitors make use of more than just having the opportunity to meet visitors, and those in the know call these events 'Trade Fairs', not just exhibitions, for a reason. At some trade fairs, up to two out of every three exhibitors report that they actually do business with other exhibitors.

All of these advantages are enhanced further when an exhibition can demonstrate a high international content of both visitors and exhibitors. Export sales costs in the field are known to be considerably higher than national sales costs. If an exhibition attracts a high international content, it is the overseas participants who are generally paying the long haul travel costs. The wise exhibitor knows this, but the non-exhibitor will miss out. In the UK, government financial support is often available for exhibitors who participate in continental and overseas trade fairs, which are known to be a vehicle for improving exports.

A recent internal survey at the world's largest trade fair (with over 7000 exhibitors and 700,000 visitors) indicated that the average visitor stayed for 1.8 days and visited 22.4 stands. Against these levels of size and complexity, how does an exhibitor ensure that the time is used to maximum advantage?

The answer is simple and can be learned from those with experience: it means preparation. Good PR can enhance the yield at a trade fair, and exhibitors who advertise in Trade publications are fully aware of this, especially those who select publications with trade show previews. Experienced exhibitors also advise their regular customers in advance. They attach simple stickers to everyday business correspondence and they write to key accounts and specifically invite them to their stand, often enclosing a courtesy entrance ticket as a friendly gesture.

Experienced exhibitors make sure that catalogue entry forms are filled out accurately and comprehensively and are sent in on time. Quality visitors often prepare their itinerary in advance and many leading trade fair organisers post both exhibitor and product listings on a web-site before the event. Wise exhibiting companies ensure that both actual and virtual visitors can find their product for as long as the website remains live. Leading exhibition organisers ensure that this enhanced exposure stays available for many months after the exhibition but experience shows that there is no substitute for direct eye contact and a handshake to reinforce the advantage of direct participation.

Using a laptop at the exhibition to record visitor details and to pass back requests for additional literature and information to the office is also a smart move. The visitor who finds the information he requested waiting for him in his 'in tray' when he goes back to the office will be impressed indeed.

The cleverest exhibitors prepare a list of other exhibitors they would like to talk to who may be potential customers, suppliers or competitors. This can be particularly useful if they encounter a quiet period and can often lead to potentially good two-way business. Nobody can make everything.

One last thing: wear comfortable shoes that are well 'run in'. Those of us who make the mistake of wearing new shoes do so only once!

Hannover Associates

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