Is exhibiting at a trade fair worth it, or a waste of time?

"Is exhibiting at a trade fair really as effective as we hope?"

It is a fair question, and one every company turns over. Trade fairs are worth a great deal, but the return depends on the objective, the strategy and how the whole thing is carried out.

How to exhibit effectively

• Set a clear objective. Are you building the brand, launching a product, increasing sales, or looking for partners in a new market? A clear objective is what makes the result measurable afterwards.
• Market before the event. Use social media, email and direct invitations to existing customers to announce that you will be there. It brings people to the booth. The staff working the stand need to know the products, communicate well and be ready to help.
• Prepare properly. Put time into a modular booth design that can be changed easily and laid out differently for different products. Choose which products lead and which are your best sellers.
• Use technology. Touch screens, virtual reality and augmented reality, QR codes and presentation equipment build interaction between visitors, the physical product and your online presence.
• Track and evaluate. Record prospective customer details; assess the space, the lighting and how comfortable visitors were while trying the product; and follow up afterwards to turn interest into business. Measure sales and gather feedback to judge how the event went, and pay attention to brand recognition as well.

What a well-prepared booth returns

• Stronger brand recognition. A professionally designed booth makes the brand stand out and leaves a positive, memorable impression - which matters in a competitive market.
• Visitors, and new partnerships. A striking, interactive design draws visitors and the attention of partners and investors, widening the reach of your products, your sales and your future cooperation.
• Visitors who come back. A good experience at the booth brings people back at later events, or to find out more about the product, and builds a base of loyal customers.
• Direct feedback. Launching a product at the show puts you in the one place where you can hear directly what customers think and what they need, which feeds back into the product and the service.
• Stronger customer relationships. Conversation and interaction build better relationships, and with them trust.
• Cost efficiency. A booth designed against clear criteria from the start reduces both build and running costs, through better use of space and effective use of technology.
• A clearer view of the competition. Exhibiting lets you see what competitors are doing, and gives you a sharper view of market strategy and direction.

Canh Co Vang provides exhibition booth design and construction for companies exhibiting in Vietnam.