Trade Show Informational Overview

Transcription

1 Trade Show Informational Overview 2015

2 What is a Trade Show? A trade show (also known as a fair, trade exhibition or expo) is: An exhibition for companies and organizations to showcase their latest products, services and business plans to attract new customers, contacts, and/or investors A meeting venue used to interact with a wide audience. Companies/organizations host booths at the Trade Show and thereby provide a location for these interactions Disclaimer: Shuraako, and the organizers of the Somali Investment Forum, have assembled this presentation to provide information on and regarding Trade Shows. Please ensure to conduct your own research in preparation for the Somali Investment Forum to ensure you are most effective. Please see the SIF Trade Show Information document for unique details particular to the SIF Trade Show such as each participant will have a 1m x 1m table on which to assemble their Trade Show booth (also known as an exhibit) 2

3 Two Important Considerations 1. Attracting Visitors: Your trade show booth (or table) should be clearly visible and attractive to visitors See example to the right of a compelling exhibition display clear logo, colorful banner with business description, tidy table, and give-away materials 1 2. Engaging Visitors: Once visitors are at your table, you have limited time to convey information Ensure your presentation and interaction is engaging, informative, and persuasive See the enthusiasm of the presenter in the photo to the right 2 3

4 4 Areas of Consideration for a Successful Trade Show 1. SETTING GOALS 2. DESIGNING YOUR EXHIBITION 3. ADVERTISING YOUR BUSINESS 4. INTERAC TING WITH VISITORS 4

5 1. Setting Goals Set clear goals for your trade show participation. These questions can help guide you in identifying your goals: Why are you exhibiting? Potential Answers: Promote a new product, Solicit new customers, Find new suppliers, Network with investors, Strengthen relationships with existing clients, Increase your brand name, or Research the competition Who is your target audience? Potential Answers: Type Investors, Suppliers, and/or Clients. Ensure your exhibit has something for each of your target audiences (e.g., investors may want summary financials, clients may want to see product samples) How many visitors do you want at your exhibit? Potential Answers: All trade show participants (spending a little time with each visitor), or just a select number of visitors (spending quality time with each) TIP: Design your exhibit & purchase necessary materials (ahead of time) to meet the goals of your Trade Show 5

6 2. Designing Your Exhibition Space Ensure your business logo and colors are readily visible, so visitors can easily recognize your exhibit Company Branding Ensure the company s name and product or service offering is clearly displayed Visitors should be able to quickly determine, as they approach your exhibit, who you are and what you do Having a product sample (or photos of the product/service) will make a lasting impression on visitors Ensure your exhibit is inviting to visitors and easy to approach Demonstrate your product/service to visitors and ensure nothing obstructs your booth Sample Product Company Logo 6

7 3. Advertising Your Business Wear a name tag so that people will remember your name Ensure you have business cards to distribute to visitors Present a professional air speak clearly, dress professionally, stand up to greet visitors, and have welcoming body language Your exhibit reflects your company and the way you do business Personal items and other materials that are not part of your exhibit should be out of sight Print brochures with key information on your business so that visitors can take away key information Provide free promotional materials advertised with your company s name & logo to visitors such as pens and notepads Provide quick, easy to read information on your business Provide brochures and other promotional information for visitors to take TIP: Provide free candy to attract visitors Provide free promotional materials branded with your company logo 7

8 4. Interacting with Visitors Once visitors are at your exhibit, positive interactions are crucial Welcome your visitors Prepare a short presentation Be able to succinctly describe your business and its unique strengths to visitors (2-3 minutes). Short presentations are also called elevator pitches Prepare answers for the top 5 10 most common questions visitors may ask Tell the story of your business Businesses, like people, have stories what is the story of your business? How did your business start, grow, and become successful? What unique challenges did your business overcome? Actively engage visitors Ask questions to uncover what the visitor is looking for in your trade booth. The visitor has come to the booth to learn about your business Demonstrate your expertise by articulating specific sector insights Record visitors information Have a sign in sheet for visitors (i.e., name, phone number, ) and/or receive their business cards Thank visitors for stopping by your exhibit Follow-up promptly with people who showed an interest in your company 8

9 SIF Trade Show Trade Show Table Reminder: The SIF Trade Show will provide participants with a 1m x 1m table, thus there is limited space. Full SIF Trade Show tables are 1m x 2m and each table will have two businesses/organizations assigned to it Questions: Contact the SIF organizers at SIF@shuraako.org Full Details on the Trade Show: Full details on the Trade Show are included in the SIF Trade Show Information document. If you have not received this document, please contact the organizers at the address listed above 9