Are you considering attending or exhibiting at an expo next year? Last week, we explored why most people don’t fully utilise their expo experiences. And, how human connections are the secret ingredient to a successful expo.
Let’s go through how to develop a cohesive experience.
Outline a theme & know who you’re targeting.
You need to be able to define a key theme and angle to focus on and communicate. Make sure you know the story you want to tell about the business and how it operates, as well as the brand personality.
Know your target, too. Have a criteria for determining the best market fit. What does this look like? Are you targeting by industry, business purpose, businesses of a certain size or certain customer types?
Define how you want to interact with key target markets. What experience and takeaway information do you want to give them? For the expo offer make sure it conveys your vision and what they can expect from the expo.
Follow up is key.
This is the part of the expo experience that people don’t consider. That is, what happens post-expo. The way you communicate with your guests after the expo is critical. Remember, it’s not about quantity but quality. Get yourself in the mindset of generating relationships, not numbers. Judge the success of your expo appearance on the deepness of the relationships you start and foster.
Have a clear, step-by-step process for getting in touch well before attending. Be clear about your intentions not just for the expo, but after it. Do the things that other exhibitors don’t.
Send a personalised letter that genuinely thanks the people you meet that you identify as the ideal connections. Recap on what you discussed and key points relating to their ‘pain’, plus reiterate what was of core interest. Tell them what you’d like to do for them. Be clear on the next steps and have a key action to call them in a week to put plans into action. Get their feedback and opinion on what you’ve discussed. Most businesses stop once the expo is over. Don’t let this be you.
At Kiikstart, we’re dedicated to helping people create more choice, influence and control about how they do business in modern times. If you’d like to hear more about what we do and the benefits for our clients, contact us today on 0428 593 400 or email enquiries@kiikstart.com.