How to market your company effectively at a B2B exhibition
If you take just one look at UAE’s annual events calendar, you will understand Dubai’s position as the leading events hub in the Middle East.
To market your business effectively there is nothing better than taking part in a trade show in Dubai. It is important to promote your event, but for that, you need the best exhibition stand design. At the same time, before and after the event your appearance should be supported by marketing efforts. Otherwise, you will miss vital opportunities to generate new leads.
Prior to the exhibition
It goes without saying that before the big day you need to ensure you have an on-brand and engaging stand design. To help your team start conversations with the attendees you need a stand that is interactive. Other things to consider are exhibition stand design features (it should be at an eye level) and the positioning of your stand to pull exhibition-goers.
Your social media activity should also be ramped up. Social media channels are something most B2B exhibition companies give lot of importance. To help boost reach and engagement ensure you mention them in posts. If there’s an event hashtag it’s also worth investigating. This will help you to join in with conversations and expand your reach. You will also get to know about other companies who are taking part in the expo and if you think they are a potential customer you can contact them prior to the exhibition.
Do extensive research before the exhibition and make a database. Take a look at the list of exhibitors and go through their website and social media channels. You can make use of this opportunity to revive old leads as well. You can inform them that you are taking part in the exhibition and ask them to attend it.
At the exhibition
Go through your list when the big day rolls around. If you are keen to speak to any exhibitor make it a priority to take a look at their stand and introduce your company. To build connections you must make yourself useful.
At any workshops or keynote speeches be sure to have a presence. Get to know exhibition goers in a less focused way. Listen to what speakers are saying. This will give you content for post exhibition.
Your marketing efforts don’t end with the exhibition. If you are to really maximise your appearance it is important to follow up after a B2B exhibition. After the exhibition starts sending a follow-up e-shot to people you’re adding to your database. A great way to drum up the business is to offer an exclusive discount to those who gave you their contact details at an exhibition in an e-shot.
A phone call or a personalised email is appropriate for any significant leads.
Tag any interesting people or companies you’ve met and post on your social media channels saying what a great day you had. For any future requirements, you must keep them brand aware.
Post exhibition make sure that prospective clients go through your website. Your website should truly reflect the quality of your products and services and must have a strong call for action.
You need to combine B2B exhibition with long-term marketing efforts to make it work. Hence it should be a part of your overall marketing strategy. To make your brand stand out you need to have a unique exhibition stand design combined with traditional marketing efforts and continued social media presence. When you take part in a trade show or exhibition in the future this will give you something to talk about.