Do you know why most exhibitions fail? No, it is not due to the of lack of visitors.Even the ones that get a lot of traffic tend to fail.
There are 7 strategies that every exhibition needs to follow in order to be successful.However, if you are backed by a wonderful PR agency promoting all your activities then you might not need these 7 strategies for the success of your exhibition.
Here are 7 Reasons Why Your Exhibition Is Failing (and How to Fix It):
Reason #1: You are not collecting email ids:
Email is the one invention online which has withstood the test of time and is here to stay. So, make the most of it and collect email addresses from your visitors. This would not just help you intimate them about your upcoming events, but would also be an ideal way to follow up and increase your number of quality leads at the end of the exhibition.
Simple digital collateral distribution tools like Digibroc can come handy in helping you collect your visitor information without increasing the queue at the booth as it allows your visitors to scan a QR Code and get your collaterals.
Reason #2: You do not have a target audience in mind:
You are exhibiting without a proper target community in mind, or because you do not have a target community whom you are aiming at addressing.If you have not yet decided on your target community, then you should get to work on it instantly. A simple way to boost your exhibition response in to follow the tips in this post.
Reason #3: Your exhibition does not engage:
It is important to have a significant personality for your stall at the exhibition, which would set it apart from the rest as the visitors at the exhibition have a bare minimum of few seconds to make an impression on your exhibition and why they should buy your products and services.
Reason #4: You are messed up:
You are busy trying to attract every visitor at the exhibition and the stall is all cluttered with papers, brochures and handouts. This would turn off most of the visitors thereby fading away your prospects of getting quality leads for your stall. You should probably organizer your stall to make it stand apart from the rest, without costing you a bomb. How would you do that? Well maybe you could follow the tips in this post.
Reason #5: You are giving away everything for free:
It is important for you to train your visitors to be buyers, if you are giving away freebies to everyone that walks past your stall you are doing no good to the business. Buying does not always mean that you should be selling something tangeable to your readers. You could even do something simple like asking for the email ids of your visitors in exchange for your freebies or information,which would be your first step towards boosting the conversion rates at the exhibition.
Reason #6: You see exhibition as a branding activity and not a prospect for finding leads:
When you treat exhibiting as a prospect of finding leads, you would not evaluate it by the number of brochures you distributed or the freebies you gave away or the number of visitors who approach your stall. You would be able to view things in a detached form from a pedestal placed high where you observe details from a higher altitude that would help you notice things like, which aspect of your product attracted more leads, ways in which you can outperform your competition,etc.
By taking exhibitions seriously, you would give it the priority it deserves.
Reason #7: You are not in love with your product:
This does not mean something in a creepy way. But, how can you sell something that you are not convinced about yourself? If you do not love your product it would show in the way you sell it. To produce quality leads at an exhibition or any selling attempt, it requires you to have the commitment and passion for what you do you.
If you observe that you are guilty of having committed any of the above 7 reasons for failing at exhibitions then do not stress about it. There is still time to fix things and recover towards achieving a successful exhibition.
Exhibition can be a great channel for your business, and it can generate a lot of revenue for you. But for exhibitions to work in your favor, you would have to implement the above advices. If you do not, then that is fine. You can still continue exhibiting, but just do not expect to make much money from it.
So, why do you think most exhibitors fail?