Are you taking your company or brand to a major trade fair like Milan Design Week? Then prepare well to make the most of your presence. Because although a trade fair offers many opportunities, only good preparation will ensure that you actually return with the desired results.
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Belgium is Design, Salone Satellite 2022 © Marek Swoboda
Before the fair
- Carefully define your objectives beforehand. Do you want to launch a product and are you looking for press coverage? Or do you want to sell? What turnover do you have in mind? Do you want to attract partners, producers or investors? In a particular market? Name your objectives as specifically as possible and set your priorities. A trade fair can offer you a lot, but without a focus on your main objectives, you are missing out on a lot.
- Check whether there are any grants or support measures that can help you for your travel or exhibition stand and materials. Several organisations such as FIT, VLAIO and Flanders DC can guide you through this. For instance, FIT has subsidies for trade fair visits and for translations of digital material, and even organises group stands that often offer many benefits. You often have to make your application in advance.
- Prepare your stand. What will be arranged by the organisation and what do you have to provide yourself? And by when? List deadlines for sending materials and make sure your logo and other communication materials are delivered to the exhibition organiser on time. Are your demos ready? Have you thought about flyers, brochures or price lists? Do you provide merchandise? And do you still have enough business cards?
- At least as important is actually how you will look. Be fit. It may be obvious, but in the days beforehand, make sure you are rested.
- Prepare a press kit so you can easily forward something to the press. Do you already have one? Then make sure this is up-to-date with your latest photos, products and collaborations. If necessary, contact a PR agency to help you with this, especially if you lack the time or expertise, or if you do not (yet) have an extensive network. Ideally, you start the search for that about two months in advance. Be sure to ask for references here.
- Let everyone know you will be attending the fair! All your contacts, customers and partners may know about it. Who knows, they might also be there or know people there who could be of interest to you.
- Use your social media. Prepare some updates that you can easily share during the fair. Certain messages you want to distribute can be prepared ahead of time.
- Prepare one or more pitch talks. A trade fair is hectic and noisy. People are often pressed for time, so ensure that you can articulate what you do in a clear, enthusiastic, and concise manner, ideally in just a few minutes. If you want to see different types of people (e.g. buyers, publishers, press or distributors), make sure you have a different message for each target group. And ideally a short and long version of each.
- Check out other exhibitors, partners and possible speakers. It takes time, but do research on interesting names that will attend. Create a database of prospects. Add them already on LinkedIn. Make a note of their stand number and arrange a meeting, or allocate time in your daily agenda to stop by.
- Lay down as many agreements as possible beforehand. Send emails to prospects and contacts who will also attend. Waiting for interesting passers-by only rarely yields interesting contacts. Make sure you have made arrangements with the people you really want to see. Do keep some time in your schedule for spontaneous encounters, as there are always those at a fair.
- Draw up a schedule. Who is present when? When do I have appointments? Which stands do I want to visit myself? Make an agenda for yourself with possible time slots for contacts.
Belgium is Design, Salone Satellite 2023 © Marek Swoboda
Belgium is Design, Salone Satellite 2023 © Marek Swoboda
During the fair
- Your stand should be completely ready when the fair starts. Your prospect doesn't have time to wait for you to set up your demo or for you to position that one chair neatly.
- Never leave your stand unmanned.
- Be on the stand and be approachable. Don't be working on your smartphone or laptop or socialising with colleagues.
- Make sure you look neat and have enough business cards with you at all times. Wear your badge or T-shirt with your company logo clearly visible.
- Often fairs have tools to facilitate conversations. Either via the participant list on the website or via a mobile app where you can add people, contact them and view their schedule. Ideal for setting appointments, getting to know new people or knowing where and when it's best to attend.
- Commit to networking and making new contacts. Step out of your comfort zone and try to start a conversation whenever and wherever possible. Don't just dismiss it with an email. Go and find the person who could be of interest to you. When you are chatting or meeting people, always try to get a name so you can contact them afterwards or add them on LinkedIn.
- Is selling really not your thing? Then consider using an agent or professional seller. While it does require an investment, it might generate more income than if you were there in person without successfully drawing in customers.
- The ideal pitch talk:
- 5 minutes: intro/small talk. Check who is sitting in front of you.
- 10 minutes: pitch talk (see above)
- 10 minutes: reply
- 5 minutes: outro. What else are you going to do at the fair? Which networking drinks are you going to? Record a follow-up action or appointment.
- afterwards: Take notes of your meeting and note the follow-up action.
- Social media can help get the right people and influencers to your stand. Post regular updates with inspiring or enthusiastic photos. See what hashtags are being used for the fair.
- Don't neglect the after-parties and networking drinks. This is often where the real deals are done. A relaxed atmosphere often allows your narrative to be heard more attentively, frequently paving the way for a fruitful deal. So parties and drinks are definitely also 'part of the job' and not an optional extra.
Belgium is Design, Maison&Objet 2018 © Marek Swoboda
After the fair
- Share insights and photogenic moments via a blog article, an interview in the (trade) press or social media.
- Add your new contacts on LinkedIn and send them an email with a short account of who you are and what you do. Thank them for the conversation at the fair.
- Schedule a follow-up meeting with the interesting contacts right away. Don't wait too long to do this.
- Follow up appointments.
