This is Part 3 of a three part guide to trade fairs and exhibitions. Links to Parts 1 & 2 are available at the end of this article.
- Make arrangements for re-shipment of unsold exhibits and in particular ensure goods imported ‘in bond’ are re-exported or are dealt with in accordance with other local Customs requirements.
- Ensure a responsible member of your stand staff has adequate local currency to settle local accounts and pay any charges that may be levied by the authorities before leaving.
- Consider that one member of staff remains available for up to 24 hours after the event closes to develop contacts made at the exhibition, analyse all serious enquiries and follow-up, assist your local representative (if you have one) with sales training/further product development and maximise the benefit of the opportunities identified at the exhibition.
Evaluating Your Stand
- Number of Business Outcomes
- Quality of Visitors
- Visitor Perceptions
- Number of “meaningful” meetings
- Number of active leads generated
Evaluating The Exhibition
- Who attended (your existing customers, potential customers, competitors?)
- Any well-known exhibitors not present?
- Other similar shows?
- Cost of exhibiting – was it good value for money?
- Location at show – traffic flow etc
- Perceptions of the people manning your stand
- Did your presence help to achieve your objectives
- Would you go again?
- Did anything go wrong – how would you avoid this occurring again?
- For Immediate Opportunities:
- Email asap thanking for time
- Possible phone call to develop relationship
- Pass contact on to appropriate person for immediate action
- Email within 2 weeks
- Make further contact every 3 months or as appropriate
- Email within 2 weeks and remind