1. “IDENTIFY YOUR BUSINESS POTENTIAL”
- Identify what problems your product or service will solve clearly and completely.
- Do you know in our world, even a “Hair Straightener has been used for ironing a cloth”, Here Hair straightener and Iron box are completely different products, but they both solve a common problem with some restrictions?
- So, your product or service also may solve some other problems other than what you know at present or what you provide to your current customer.
“Identify all possible business potential which may create new business opportunities”
2. “SEARCH AND SELECT AN EVENT”
- After identification of your business potential, you have to Exhibit your product or services to the world. Simply exhibiting your product or services to the whole world will not help you much. There is a saying that “Do the right thing at right place on right time “. So, exhibiting your products or services at a right place on right time will help you to create new business opportunities
- Suppose two events may fall in same days of a year but in different geographies. Choose your events such that which returns you the effective number of leads to your business. Do remember to select your events that are cost effective and has a high lead generation potential.
“Thoroughly search and select a right event where you can exhibit your products or services”
3. “PLAN YOUR EVENT WELL”
- “Well Planned is half done “. So, plan your event well, in order to avoid last minute surprises. Most of the Event registrations start even 6 Months before
- Schedule meetings in advance
“Plan your event such that your every single second will be invested in generating a lead from that event “
4. “SEARCH AND FIND YOUR TARGET CUSTOMERS”
- A research may provide you the details of specific customers who attended specific events and conferences, for e.g., Previous conference Attendees and Exhibitors list could be useful. Whether your objective is to inform, sell, upsell or cross-sell, you need to collect as much information as possible on who is participating at the event.
- Please ensure that who are all the expected attendees and the number of attendees for that particular event. This can be identified by the simple web search and try also to know the previous year participants and exhibitors’ details
“People in and around the technology area that you are concerned with is your target customers. This can be identified with help of web and social media”
5. “BE PREPARED WITH YOUR CONTENTS”
- Promoting your business through face to face interaction is the ultimate way of creating new customers. However, to support that you need printed materials/brochures about your products or services which may help the visitors to understand your products or services more clearly.
“Please be ready with your brochures about your products or services. Please concisely prepare the material brochures and inform what you are trying to say or offer to the customer directly without hiding anything. Additionally, if you are an exhibitor at an event please be ready with your display boards, company’s branding materials and mementos for visitors”
6. “ADVERTISE YOUR EVENT PARTICIPATION”
- There is no point in participation in event without you informing your target audience that you are participating. Your target audience should know about your participation in the given event well before the event takes place
- After collecting information about particular target audience, most prominent visitors for that event will need to be informed about your participation by e-mail or by other means. Also, E-brochures or Information e-booklets can be shared with your expected visitors through e-mail or through downloadable links in your website
“Start your advertisements about your participation in the common web forums, blogs and web-based advertising pages. Starting your advertising 3 months before the event will help you much better”
7. “REMIND YOUR EVENT PARTICIPATION”
- Send e-information booklets or a link to download free e-information booklets along with your reminder message of your participation in the event
- Inform and remind visitors to your website that you are exhibiting in the given event.
“Remind your target customers by email or through social media about your participation periodically till the event date”
8. “BOOK YOUR APPOINTMENT IN ADVANCE”
- If you have identified some of your expected visitors for the event. try and collect the contact details about them from the web
- This should be done well in advance as so many people just like you will also try to book an appointment with same person. If it is done by you well in advance, then your efforts may result in a profitable customer for your business.
“Book an appointment with them asking for a specific time during the event to discuss about your product or service, through e-mail or by any other communication means.”
9. “EFFECTIVELY PARTICIPATE AND GENERATE LEADS”
- Connect with People: Talk to the people in the event by establishing a connection with them. Why are they there? What are the reasons they are listening to a particular speaker? What are the Top 3 things bothering him or her? Try to verbalize as much information as possible and to subsequently put that into writing.
- Understand Designations: Try to figure out the decision makers in the event. Who has buying power? Once you’ve figured that out focus your effort to connect with these people effectively.
- While talking, be specific about what you are trying to convey about your products or services Don’t bore them.
- Try to provide the visitors, printed information materials like brochures and information leaflets
“Focus on converting visitors into leads & converting leads into customers”
10. “FOLLOW-UP WITH YOUR LEADS”
- Now you have some leads in your hands, what are you going do with that? Only a small fraction of leads gets converted, that percentage goes even closer to zero if you do not follow up.
- Send memorable first e-mails within 24 Hours. Just as you will have put in effort to make a good impression at the event itself, you should also make a good impression in your first email.
- Then send follow up e-mails periodically till, you understand their problems fully and the leads become customers
“Efficient & regular follow up of the leads will turn some of the leads into customers”
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