productronica 2017 // 10 steps for guaranteed success at trade fairs
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ACQUIRING NEW CONTACTS<br />
Trade <strong>fairs</strong> are not only the ideal <strong>for</strong>um <strong>for</strong> you to keep in contact with your customers,<br />
they are also the ideal instrument <strong>for</strong> acquiring new contacts.<br />
KEY QUESTIONS<br />
How do I reach potential customers be<strong>for</strong>e the <strong>trade</strong> fair?<br />
Anyone who wants to gener<strong>at</strong>e new contacts must in<strong>for</strong>m potential visitors of their particip<strong>at</strong>ion in the<br />
<strong>trade</strong> fair. Include the announcement th<strong>at</strong> you will be <strong>at</strong> the <strong>trade</strong> fair in all your communic<strong>at</strong>ions,<br />
<strong>for</strong> instance in your e-mail sign<strong>at</strong>ure, on your website, in advertisement space in public<strong>at</strong>ions or in<br />
a newsletter. Ensure th<strong>at</strong> you gener<strong>at</strong>e interest by announcing highlights – <strong>for</strong> example specialist<br />
speeches from well-known experts or exclusive product premieres.<br />
It is particularly important to invite potential new customers. To do this, use addresses from your<br />
own d<strong>at</strong>abase of potential and previous customers or address brokers. Newsletter subscriber pools,<br />
community pl<strong>at</strong><strong>for</strong>ms and the <strong>trade</strong> fair exhibitor d<strong>at</strong>abase are valuable sources. Offer visitors the<br />
possibility of making contact by having your entry and contact details in the <strong>trade</strong> fair c<strong>at</strong>alogue.<br />
The <strong>trade</strong> fair communic<strong>at</strong>ion pl<strong>at</strong><strong>for</strong>ms also offer numerous options <strong>for</strong> drawing <strong>at</strong>tention to<br />
yourself: this includes entries in the <strong>trade</strong> fair c<strong>at</strong>alogue and banner advertisements on the <strong>trade</strong><br />
fair homepage. Ensure, by actively working with the press, th<strong>at</strong> your <strong>trade</strong> fair presence is <strong>at</strong> the<br />
<strong>for</strong>efront of the <strong>trade</strong> fair and use the possibility to take out advertisements in special editions of <strong>trade</strong><br />
public<strong>at</strong>ions.<br />
How do I gener<strong>at</strong>e interest from visitors during the <strong>trade</strong> fair?<br />
To gain the interest of your potential new contacts, these contacts must recognise who you are and<br />
wh<strong>at</strong> your company provides <strong>at</strong> first glance. Special eye-c<strong>at</strong>chers on the stand or activities can awaken<br />
the interest of <strong>trade</strong> fair visitors. Many <strong>trade</strong> <strong>fairs</strong> also offer the possibility of using advertising space on<br />
the <strong>trade</strong> fair premises to lead people to your stand. Working with other exhibitors, you can also leave<br />
in<strong>for</strong>m<strong>at</strong>ion about your stand on the stands of your partner exhibitors.<br />
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