productronica 2019 // 10 steps for guaranteed success at trade fairs
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INVITING VISITORS<br />
1 0 2 0 30 40 5 0 60 70 8 0 9 0 <strong>10</strong>0<br />
OVERVIEW <strong>10</strong> STEPS<br />
%<br />
With targeted visitor marketing you can be sure th<strong>at</strong> you greet the customers th<strong>at</strong> you are<br />
interested in <strong>at</strong> your stand. Nothing is less efficient than chance and hope.<br />
fair need more time in advance to plan their appointment. Bank holidays and holidays should also<br />
be taken into account. A precisely defined appointment schedule is not only important <strong>for</strong> multi-level<br />
invit<strong>at</strong>ion campaigns; it is also just as important to get the content of the invit<strong>at</strong>ions right with further<br />
marketing measures.<br />
KEY QUESTIONS<br />
Why are visitor invit<strong>at</strong>ions so important?<br />
According to an AUMA survey, a <strong>trade</strong> fair invit<strong>at</strong>ion is the most effective <strong>for</strong>m of<br />
addressing visitors. In addition, <strong>trade</strong> fair invit<strong>at</strong>ions offer a magnificent opportunity to distinguish<br />
yourself from the competition and to gener<strong>at</strong>e interest. However, the most important thing is: the time<br />
available to the <strong>trade</strong> fair visitor is limited. Over 80 % of all <strong>trade</strong> visitors plan their <strong>trade</strong> fair visit in<br />
advance by making important appointments. Use targeted invit<strong>at</strong>ions to ensure binding appointments.<br />
How do I plan my invit<strong>at</strong>ion campaign correctly?<br />
The most important rule first: plan early. Merely upd<strong>at</strong>ing and adding to address d<strong>at</strong>a takes up time –<br />
and is essential. Addressing your guests correctly is ultim<strong>at</strong>ely the highest priority. C<strong>at</strong>egorise your<br />
addresses and establish who you wish to invite by e-mail, which guests you would prefer to be invited<br />
by a more personal letter and who you would like to invite directly. Well-structured address d<strong>at</strong>a also<br />
enables you to send mailings th<strong>at</strong> are aimed <strong>at</strong> a specific target group. Don‘t <strong>for</strong>get when sending invit<strong>at</strong>ions<br />
th<strong>at</strong> management staff and guests with a long journey to the <strong>trade</strong><br />
The internal organis<strong>at</strong>ional processes in particular should be defined in advance: Who should the<br />
response be sent to? Who coordin<strong>at</strong>es the <strong>trade</strong> fair appointments and how? Have your sales employees<br />
been in<strong>for</strong>med of the <strong>trade</strong> fair invit<strong>at</strong>ions and will they be able to react competently if they are<br />
asked about it by interested visitors?<br />
How do I distinguish my invit<strong>at</strong>ion from those of other exhibitors?<br />
Multi-level invit<strong>at</strong>ion campaigns achieve a much higher degree of <strong>at</strong>tention. In doing so, use different<br />
media <strong>for</strong>ms too. For example, „save the d<strong>at</strong>e“ e-mails have proven themselves to be useful <strong>for</strong> the<br />
first step, then a personal letter <strong>for</strong> the second step and lastly a personal reminder-call shortly be<strong>for</strong>e<br />
the <strong>trade</strong> fair starts. In doing so, cre<strong>at</strong>e special incentives <strong>for</strong> visiting your stand <strong>at</strong> the <strong>trade</strong> fair and<br />
arouse interest in the innov<strong>at</strong>ions th<strong>at</strong> you present on your stand.<br />
Vouchers, an invit<strong>at</strong>ion to a stand party or to present<strong>at</strong>ions and suitable „give aways“ will also help to<br />
increase interest in visiting your stand. Entry vouchers which give your visitors free entry to the<br />
<strong>trade</strong> fair can be ordered from the <strong>trade</strong> fair organiser. These are easy to integr<strong>at</strong>e and very popular<br />
with visitors. These vouchers are often also available as electronic entry vouchers which can be<br />
integr<strong>at</strong>ed into your e-mailings without problems.<br />
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Trade fair invit<strong>at</strong>ions contribute considerably to<br />
the <strong>success</strong> of your particip<strong>at</strong>ion in the <strong>trade</strong> fair.<br />
Trade fair invit<strong>at</strong>ions are an integral component of overall <strong>trade</strong> fair<br />
communic<strong>at</strong>ion.<br />
In addition to existing customers, invite new customers too.<br />
Sustainable effects can be achieved with a multi-level<br />
message to visitors.<br />
Cre<strong>at</strong>e incentives to visit your stand.<br />
Agree fixed appointments <strong>for</strong> meetings.<br />
Address your different target groups individually.<br />
PRACTICAL TIP:<br />
WHAT YOU SHOULD INCLUDE IN YOUR TRADE FAIR<br />
INVITATION?<br />
Trade fair message<br />
Event: Loc<strong>at</strong>ion and d<strong>at</strong>e<br />
Contact partner with contact details<br />
Topics, products, services in particular: New products<br />
Benefits <strong>for</strong> visitors<br />
Events (product present<strong>at</strong>ions, speeches etc.)<br />
Company and <strong>trade</strong> fair logos<br />
Incentives (<strong>for</strong> example, (electronic) entry vouchers)<br />
Response options<br />
Hall/stand number directions to the stand<br />
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