Trade Fairs - Many opportunities


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After the fairs

Działania pozatargowe

Start from making a summary. Try to assess which of the goals set down for the fairs you have been able to achieve.  To avoid wasting the exhibition effort you should respond to all the visitors met at the fairs.  Carefully cultivate the new contacts, because they make an excellent foundation for further business relationships.

Summary of participation in the fairs

After the fairs, it’s time for a summary.  You should assess the effectiveness of your participation in the exhibition.  Calculate, to what degree the expenses paid have resulted in benefits.  Whether the goals set down for the fairs have been achieved. What kind of achievements have the participation in the fairs brought you (awards, distinctions, diplomas, etc.).

Surveys conducted during the fairs will certainly be of substantial help in making the summary.  Try to estimate the number of people, that have visited your stand. Some of them may just as well remember your company. Think about the number of engaged interactions. Count how many substantial business talks have been conducted.  Each of those contacts – from an unconscious look at the company’s logo, to initial business negotiations can have a real value attached to them. Compare the calculated benefits with the investment made. Think, if making use of other, perhaps several different tools would have been more effective and result in a bigger return on investment. Conclusions drawn this way will help you in making a decision on participation in the fairs in the future.

Making an honest summary will help you in organisation of another fair presentation; make it easier to plan the budget, design a cheaper but more functional and attractive stand and make changes in the fair personnel.  Undoubtedly, it will also affect the quality of contacts with your customers both on everyday basis and during the next exhibition.

As part of the summary, consider the rational benefits you might have gained, e.g. learnt something new about the market, understood how to modify the product and its communication to make a bigger success, got to know important, decision-making people, heard gossip about new, important legislation changes?

Sustaining the contact with customers

After the fairs your are probably left with a large number of business cards and notes, which you should make use of right now.  Regardless of the result of the fair participation summary remember to send a thank-you note to all people that have visited your stand. This letter of thanks should be printed on the business letterhead.  Write these letters in a friendly, warm tone, directly addressing the person you write to.  In the correspondence avoid addressing your guest as one of many, e.g.  “Dear Mr. Director” but not “Dear Sirs”.

Also, fulfil the promises you made to the fair visitors.  As an attachment to the letter of thanks include relevant offer details, send samples, etc.  If the participation in the fairs has proven fruitful, praise your achievements.

Press contacts

The fairs may become a breakthrough moment in your relationship with mass media.  Exhibitions are visited by people interested in a specific subject-matter. That’s why personal contacts with journalists present at the fairs will help you in future relationship with the press.

First of all, you will be able to bring your database up-to-date.  Secondly, you now have an excuse for subsequent contacts with individual journalists.  If you haven’t arranged for sending specific materials on the company’s activities, you can at least send a thank-you note for visiting the stand and expressing interest in the offer.  It’s also worthwhile to notify the press about any awards received during the fairs: prizes for a stand, diplomas, etc.