When a company decides to exhibit at a trade fair, it sets itself objectives as part of an overall communications strategy. In terms of both content and presentation, the stand is an expression of this strategy.
Some companies target and participate in specialist trade fairs. Ideally, the stand should be tailored precisely to the expected target audience at the fair. The materials used and the brand image presented should be designed to be consistent with other existing communication tools as far as possible.
If the aim is to generate as much footfall as possible at the stand, it is advisable to send an original and appealing invitation to your contacts in the run-up to the event.
An engaging experience
This can be achieved in three stages:
- An original invitation by post (this remains an effective medium in the agricultural sector),
- An email and, why not, a text message just before the event.
- On the day, the key to success lies in the entertainment and the welcome.
You need to know how to welcome visitors and respond to their requests. To enhance this engagement, it is recommended to offer an experience in the form of a game, for example.
Digital tools such as tablets allow you to offer a fun and intuitive experience with immediate interaction that appeals to all generations. For those of you looking to ‘make’ connections, this game will be an opportunity to expand your database. In practical terms, you’ll need tablets installed on kiosks (the number depends on the exhibition space), a server and a Wi-Fi router to connect everything.
At the end of the trade fair, all you need to do is export your data as a CSV file. That’s it.