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Disclosure of success points
To succeed at the exhibition
The point is open to the public!
Any company can succeed with a small budget!
F&L explains the booth for acquiring new customers!
Success Point_01
Consideration to exhibit
We anticipate how many customers interested in your company's products/products will be able to come to the exhibition they are going to exhibit, After consideration, decide whether or not to participate.
Success Point_02
Target selection so that you can come to the booth
After grasping the flow of visitors at the exhibition to be exhibited, we will make a hypothesis and select a target to appeal to.
Success Point_03
Careful selection of exhibits (products/products)
To show only what you want to convey within a limited time, we will carefully select and display the products you want to appeal to rather than many products.
Success Point_04
Direction of decoration and layout
The Product layout to maximize the appeal of the product
Appeal at the point of decoration.
Success Point_05
Customer support
After understanding customer requirements and needs, not a unilateral explanation
Understand product knowledge so that customers can explain what they are having trouble with.
Success Point_06
Advance notice / after support
ITo acquire highly motivated customers, please inform the DM and website of the exhibition in advance and send an invitation ticket.
After-sales follow-up is important for those who have visited once.
Success Point_07
Reflect on oneself
The points to see the results differ depending on the exhibitor. How did you achieve the result of the exhibition? If something is missing, clarify it and use it next time.
POINT 1 Consideration for exhibiting at an exhibition
The number of visitors is unilaterally announced by the organizer. But don't make an easy judgment just by looking at the number of visitors. If there are many exhibition themes, the purpose of the visitor is also different, so be careful.
"What is the reason for exhibiting at the exhibition? Please ask first.
I think most of the participants in the exhibition are thinking "to find new customers and increase sales."
However, there is one thing to consider here.
“How many customers will be interested in your exhibit (products/products)? ]
Please be sure to think.
Even if you participate in an exhibition, the exhibition does not make sense to your company unless there are customers who are interested in your company.
It is an exhibition.
When attending the exhibition, the consideration is “how many customers are interested in your exhibit?”.
Carefully analyze and consider and decide whether to participate in the exhibition!
POINT 2 Target selection so that you can come to the booth
"If 10 people pass by the booth, there may be one or two people who stop by the booth." "There are visitors at the booth" and "Visitors have come" have very different meanings in the exhibition, so it is necessary to clarify the target.
Tens of thousands of visitors visit the exhibition at one exhibition, but not all of them are your customers.
I think that only a small number of people can come to your booth.
Even if you exchange 500 business cards, it is realistic that you can make business negotiation reservations for about 4 or 5 of them.
Why do you end up with such a result?
This is often due to unclear customer targets, ambiguities, and business card exchange becoming a top priority.
Business card exchange is just a means of acquiring new customers, and the purpose is to secure new customers.
It is important to prepare in advance what to show to the customers who come to the booth and what to appeal to, and select a solid business target.
We will select the business targets, set up temporary facilities to secure new customers, and carry out and verify them at the exhibition.
I think that will determine the exhibition, layout, and catchphrase of the exhibits.
POINT 3 Careful selection of exhibits (products/products)
POINT 3 Careful selection of exhibits (products/products)
Even if a lot of products are displayed by saying "Is this also?", visitors who visit numerous booths are not carefully viewed. Japan's Don Quixote, a mid-sized retail company, displays many products, but it is difficult for SMEs to use this strategy at the exhibition!
Even if you increase the number of products to display, most visitors will not look carefully.
The reason is simple.
This is because if there are many exhibits, the characteristics of the exhibits cannot be conveyed just by looking at them once.
Visitors are looking for a booth with the information and exhibits they need.
If you read the behavioral psychology of these visitors, you should be able to understand whether it is necessary to carefully select the exhibits.
Visitors are trying to select only the information they want to know within a limited amount of time, so it is important to be able to see it at a glance.
POINT 4 Booth decoration
POINT 4 Booth decoration and layout direction
In addition to specifying the "Selling Points", we will explain the benefits (merit) of stopping by the booth. It is also a good idea to proclaim "free samples". If food, provide tasting and tasting, and appeal to the five senses.
Even if you increase the number of products to display, most visitors will not look carefully.
The reason is simple.
This is because if there are many exhibits, the characteristics of the exhibits cannot be conveyed just by looking at them once.
Visitors are looking for a booth with the information and exhibits they need.
If you read the behavioral psychology of these visitors, you should be able to understand whether it is necessary to carefully select the exhibits.
Visitors are trying to select only the information they want to know within a limited amount of time, so it is important to be able to see it at a glance.
POINT 5 Customer service
We have staff who are familiar with product knowledge and strive to achieve the desired results for our visitors.
Visitors may not even know your business area.
It is also effective in distributing and attracting flyers in front of the booth, but caution is also required as it creates pressure to be excessive.
When a customer is interested in your product and stops at the booth, if you lack product knowledge and cannot tell the customer the strengths of the product, you can attract customers but not acquire new customers .
Customers are looking for products and information because they think that handling your products can solve their problems.
Therefore, visitors must explain exactly what problems they have and how your product can be useful.
Visitors will be given time to exchange business cards or have a meeting after they are satisfied with the explanation.
If the customer doesn't think it's worth it, the visitor will go to the next competing booth.
If you don't take it for granted that visitors stop by your booth and think, "I'm looking for a product that can solve the problems of your company in a limited amount of time," I think you can find more ways to serve customers.
POINT 6 Advance notice / after-sales support
Notify customers about exhibiting at the exhibition, including location information about the booth, on their site.
There are several ways to inform about the exhibition, such as posting in the company's magazine.
The exhibition is a great place to communicate with customers in the same industry. I would like as many customers as possible to come into contact with our new products and recommended products. It is possible to attract customers to some extent by directing decorations and demonstrating, but the way to further enhance the effect of attracting customers is to notify the visitors in advance. For customers who have visited the venue before and exchanged business cards, customers who are likely to visit the venue, and newly discovered customers, we will provide DM information about the exhibition.
And if the customers who see the DM come to our booth, more people will gather there.
Customers who bother to stop by the DM announcement are interested in something such as your product or service, so the purpose of the visitor who saw the DM is to stop by the booth rather than the customer who happened to notice the booth. Awareness is high.
Therefore, customer service can be handled smoothly, and it is easy to lead to business card exchange, next appointment, or new acquisition. Providing advance information to visitors will help you prepare to communicate with your company. Therefore, when we meet at the booth, it will be easier to communicate.
The booth, which is overwhelmingly attracting customers, not only directs and demonstrates decorations, but, always provides DM guidance in advance.
POINT 7 Reflection
After the exhibition is over, "Why did people visit? Why didn't they visit?" Analyze thoroughly and clarify for the next competition.
Even if it is successful, it is better not to dismiss it as "accidental" and "because there were many visitors."
I exhibited at the exhibition and said, "It was so good. "I couldn't exchange business cards more than I expected, so let's do our best next time! ] Is not a reflection.
If you don't know the reason for the result, it happens to be the result. The important thing here is, "Why were you able to attract customers? "Why couldn't you attract customers?" It is a verification to know the correct reason. The following can be considered as examples of verification items, but if you verify things from the perspective of the visitors, you will be able to derive results that will lead to attracting customers. "Is the location of the booth good? 』
"Why don't people stop by at our booth when there are many visitors at other companies' booths?
" "What were your customers interested in at your booth?" "Did you give an easy-to-understand product explanation when serving customers?"
"Is the catch phrase of the product easy to understand?
"How many customers did you visit when you sent the DM?"
"Why couldn't the number of business card exchanges be achieved? ], Etc., and if you verify and reflect on various factors, you can increase the probability of successful exhibition by making use of the points of reflection in the next exhibition exhibition.