How to Create a Successful B2B Fair Strategy?

• 2024-10-07 17:19:38
• By Expohis

How to Create a Successful B2B Fair Strategy?

Fairs are a type of event that strengthens cooperation and competition between companies, increases brand awareness and helps create new customer networks. The main purpose of a fair strategy is all the strategic steps that a brand should take when trying to directly introduce its products and services to its target audience. In addition, it contributes to the marketing process not only with its product but also with its brand image, emotional impact and innovative aspects. 

All planned marketing processes cover not only the fair period but also the post-fair period. While sustainable communication and strong connections plant their first seeds during the fair, the communication process should grow after the fair and a business partnership should be established. The main purpose of the fair is not only to sell products; it is also very beneficial to follow these steps for marketing strategies to be created to strengthen brand perception and gain potential customers. 

The main purpose of the fair is not just to sell products; it is also very beneficial to follow these steps for marketing strategies to strengthen brand perception and gain potential customers.  

Focus on Your Own Goals

You want to attend a fair, but which fair? Research the fairs in your sector. Where are your competitors located? Would product promotion be enough for you? Before finding your niche fairs, you can find a fair that suits your services by doing a SWOT analysis of your brand. 

Analyze Your Target Audience

The golden rule of an exhibition marketing strategy is to understand the target audience well. Focus on the following questions for the target audience you meet at the exhibition: What are the real needs of your target audience? What are they most interested in? What are their expectations from your product? Once you get answers to these types of questions, you can create your strategies more easily. 

Fair Preparations

All steps are complete. Congratulations, you are attending the fair! 

Now, the other important question is: Where is your stand and how should it be designed? 

Never wait until the last day to determine the location of your fair stand. If possible, make an early reservation. Check the fair hall plans and see where your competitors are located. 

A huge and eye-catching stand setup will certainly attract attention; but visuals alone are not enough to satisfy your hunger. You need to be able to provide visitors with the information they want when they come to your stand and meet their requests and expectations. Do not think of your stand as a place where you will hold your meetings under huge and colorful lights. 

A stand with colors that match your brand identity and your logo is the most reasonable one. Of course, there should also be tables, chairs and refreshments where you will host your guests. In addition, you can use technological elements to keep your stand area lively and create experience areas for your products. 

In addition, never forget to make a reservation for fair services such as electricity, internet, water, etc. 

Social Media and Emails

You can make all your announcements and advertisements regarding the fair via social media and emails. You can invite your followers to the fair by calling them with live broadcasts you will make on social media. With personalized emails, you can inform your network about the fairs you will attend and send them fair invitations. You should start all your promotion and advertising activities before the fair and continue after the fair and keep the interest alive. 

Brochures and Business Cards

You can inform your visitors with a brochure that introduces your company and products. A brochure that explains what your company does, its purpose and the benefits of your products can be impressive. Also, exchange business cards to stay in touch while expanding your network. Your name, surname, title and contact information should definitely be on the business card. 

Discounts, Gifts and Surprises

The best way to attract visitors is to offer them gifts. Every gift that can please them increases interest in your brand. In addition, a 10% discount that you will offer your visitors on a purchase from your brand will attract their attention. A surprise prize that you will give after a competition in your stand area will easily position your brand in their minds. 

Post-Fair Follow-Up and Evaluation

The fair you worked hard for months has finally come to an end. How much did you achieve your goals? Were you able to promote and sell your products and brands as you wanted? Analyze the values that the fair you attended added to you. In this way, you can get more efficiency at the next fair. 

Review the information you obtained during the fair. Which people and companies did you contact? Analyze how they contributed to you. Report the meetings you had. Store all the information you collected such as business cards, e-mails and phone numbers in your CRM system and start communicating. Organize visits to turn your meetings at the fair into business deals. Hold meetings with your team at the fair and review their data and ask them about their feelings and thoughts. Do not neglect feedback and redesign future processes accordingly.