Optimizing your brand’s communication strategy is the number one activity when it comes to marketing. However, the constant innovation of technology seem to emphasize digital marketing channels more and more, making them an easier way to promote brands. Nevertheless, in order to convey the company’s message effectively, marketing managers must not forget the importance of using traditional marketing channels in their integrated marketing systems as well.
Trade fairs are considered to be the ‘old, but gold’ marketing communication tool. Their wide and versatile range of advantages they offer makes them a necessity in the company’s marketing strategy.
Starting with the fact that trade fairs are powerful and interactive exhibitions for your products. Trade fairs allow you to organize your own personal exhibition among other competitors on one neutral ground. This is a perfect way to express the unique features that differentiate your brand from the other ones in front of your potential customers. These exhibitions offer many instruments that can be used as enhancers of sensory appeal to the guests such as live and video presentations, films, lighting, music, scents, refreshments, giveaways etc.
Trade fairs give the opportunity to present the products face-to- face, in real time and to the real potential customers. A great deal about trade fairs is that the actual thematic of the fair attracts the target group and makes it easier for the companies because it sets them free from the time- consuming and financial effort they normally put in selecting the targets. Trade fairs are also a neutral ground which serves as a platform where various brands represent themselves at the same time. This lets the visitors to feel more comfortable because they can blend into the crowd without being obliged to purchase something. Visitors are motivated because they have come there on their own initiative based on their own interest and will feel more positive about exhibiting the brands.
Fair exhibitions are a great opportunity for the visitors to see and examine in person the products they are interested in. Hereby, it is important to highlight every sensory appeal and make sure the atmosphere of the stand as a whole offers a unique and pleasant experience for the visitor. Attracting the visitors to your stand is the first objective that should be achieved. They give the firm an opportunity to not only show the products or describe the service, but also create that all important first impression.
Video projections, presentations with cinemagraph videos shown on big screens or even a 3D projection if possible around the fair halls can be really helpful with supporting the exhibitors’ visibility at the fairs. Making the fair experience more fun and catchy can be done with the help of modern video technology, and it could support the exhibitors with attracting the visitors to their stand. With the great competitive atmosphere in the fair halls these activities could be raised up to the attention of the visitors using more ‘lively’ and vibrant presentation, respectively to the image the brand wants to present. The exhibition organizers should have the courage to use more imagination in bringing the white walls to life, and show the unique value the brand offers that is truly distinctive from the other exhibitors’ standing next to them. They should do something out of the ordinary, which will enhance the wow factors at the fair.
Video presentations are the perfect way to capture visitors’ attention in a short time, without having to repeat the same face-to- face presentations, which will result in saving the visitors’ time. Also, videos are quite entertaining due to the fact that video caters to both the brains’ visual and auditory systems. They can easily show signals like facial expressions, body language, sounds, lightning and video effects. This can draw out an emotional bond with the brand that will have an effect of the further customers’ choices or buying actions.
Trade fairs can have a serious impact over a company’s sales and the overall brand perception. A successful representation at a trade fair can be achieved not only by the help of the products that are displayed, but also by the organization of the stand. A huge part of the stands is the stuff that presents the brand and the products. The personnel have a direct contact with the fair visitors that include current customers, potential investors and the press. This means that a high-training and preparation of the staff is absolutely mandatory.
First and foremost, the upper management of the firm should set the objectives they want to achieve with the trade fairs. What follows next is a careful recruitment of the staff which will represent the brand itself. The staff should be educated on every aspect of the brand and the products and services it offers, to the point where they can easily identify with the brand. They should be able to respond to any given question by the trade visitors with the right answer and the right attitude. This means, that the personnel hasn’t only got the expertise but has a high level of social and analytic skills. A good observation and analytic ability is crucial for the staff to quickly separate the “lookers” from the “buyers”. Then, the right interaction with the visitors is needed in order to grab their attention and increase their interest in the brand. They have the duty to maintain a professional atmosphere and attract the visitors. The visitors don’t want to waste their time on just one brand at the fair so the staff at the stand should meet as many prospects as they can in a short time.
Stand personnel training has a positive impact on the brand perception, bonding with the customers and the sales increasement.