Trade shows, exhibitions and events are a great way for businesses operating in both the b2b or b2c environments, to communicate directly to existing and potential customers.
Attending these events can be a costly exercise. Not only the cost of the stand or area, but also the cost of producing display and general sales and marketing material should be considered. The time involved in planning the event, attending and following up on generated leads should also be a factor.
We use the Aida – or Aidas principle. It’s an old marketing cliche, but a good way to format a marketing plan for trade shows, exhibitions and events.
Attention
Attract the attention of the potential customer by creating strong eye catching visual impact.
Interest
Raise customer interest by focusing on and demonstrating the benefits of the product / service offering.
Desire
Convince the customer that the product / service will satisfy their needs and solve their problems.
Action
Lead customers toward taking action, moving them to the next stage, then ultimately a decision on whether to purchase.
Satisfaction
Ensure the customer is satisfied and encourage referrals or upgrades and repeat purchases in the future.
The most important thing (like other marketing activity) is to plan, be realistic, but to always ask the most important question – What am I hoping to achieve?
