IFAT // 10 steps for guaranteed success at trade fairs
Create successful ePaper yourself
Turn your PDF publications into a flip-book with our unique Google optimized e-Paper software.
FOLLOW-UP WORK ONCE<br />
THE TRADE FAIR IS OVER<br />
1 0 2 0 30 40 5 0 60 70 8 0 9 0 <strong>10</strong>0<br />
OVERVIEW <strong>10</strong> STEPS<br />
%<br />
Harvest time – this is how your ef<strong>for</strong>t <strong>at</strong> the <strong>trade</strong> fair bears fruit.<br />
KEY QUESTIONS<br />
Why is follow-up work once the <strong>trade</strong> fair is over so important?<br />
Your visitors have many meetings <strong>at</strong> a <strong>trade</strong> fair – very probably with your competitors too. A study<br />
in rel<strong>at</strong>ion to this carried out by the AUMA found th<strong>at</strong> over 50% of <strong>trade</strong> fair visitors are uns<strong>at</strong>isfied<br />
with the work th<strong>at</strong> exhibitors did after a <strong>trade</strong> fair. The follow-up work you do after a <strong>trade</strong> fair gives<br />
you the perfect opportunity to distance yourself from your competitors.<br />
Wh<strong>at</strong> characterises good sales work after the <strong>trade</strong> fair?<br />
Good sales work after the <strong>trade</strong> fair is characterised by quick reactions and concrete action in rel<strong>at</strong>ion<br />
to the visitors concerns. Your visitors expect th<strong>at</strong> you will keep your promises and, <strong>for</strong> example, th<strong>at</strong><br />
in<strong>for</strong>m<strong>at</strong>ion or offers are sent without delay. A thank-you letter sent directly after the visit also ensures<br />
a sustained positive impression of the visit to your <strong>trade</strong> fair stand.<br />
How do I manage to benefit from the experiences of all involved in the<br />
<strong>trade</strong> fair?<br />
In addition to d<strong>at</strong>a from your <strong>trade</strong> fair market research, the feedback from all employees and service<br />
providers involved provide important points of reference th<strong>at</strong> you need in order to optimise your<br />
next project. Feedback meetings and workshops should be held directly after the <strong>trade</strong> fair so th<strong>at</strong><br />
impressions, praise and also criticism are not lost.<br />
A quick reaction to <strong>trade</strong> fair meetings ensures<br />
competitive advantages.<br />
Keep promises (such as to send offers or in<strong>for</strong>m<strong>at</strong>ion)<br />
without fail.<br />
Define, be<strong>for</strong>e the <strong>trade</strong> fair, all processes <strong>for</strong><br />
subsequent work.<br />
Obtain feedback from all involved: through online surveys,<br />
feedback meetings and workshops.<br />
Professional recording of contacts <strong>at</strong> the stand is a basic<br />
prerequisite <strong>for</strong> follow-up work once the <strong>trade</strong> fair is over.<br />
Quick response!<br />
24<br />
Send in<strong>for</strong>m<strong>at</strong>ion!<br />
Don`t <strong>for</strong>get!<br />
25