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It's a great chance to make a vivid and lasting impression that nurtures brand identity and authority. Offline exhibitions can also help you grow brand awareness, gather first-hand feedback on your business and competitors, build connections for networking, and accelerate sales cycles.
Yet accomplishing your event goals requires a feasible and time-bound plan. That's why we have prepared an exhibitors handbook covering the main aspects of getting ready to exhibit your tech products and services. Follow the practical tips and checklist below to nail it at any venue.
Why B2B Businesses Should Visit Offline Events
For businesses actively seeking new growth levers, successful events are an essential part of their marketing funnel. You can acquire many high-quality leads and bring fresh blood into your contact base. According to a survey by Marketing Charts, 68% of B2B leaders believe live events have built their top-performing lead pipelines.
Event participation allows you to immerse yourself in the vibrant life of your industry. A deep dive into it can significantly broaden your knowledge of brand positioning in your space and also encourage knowledge sharing among B2B businesses. And, most importantly, help you build valuable connections.
As long as you ignite interest among the visitors, you will turn them into warmed-up leads ready for immediate sales follow-up.
Exhibitors Handbook: 8 Best Practices to Get the Most out of Every B2B Show
The practices in this exhibitors handbook are go-to guidelines for B2B marketers preparing to attend and exhibit at an event. They will help you focus on crucial tasks while planning a productive event participation.
1. Analyze and Segment Your Target Audience
In this case, a universal marketing tip is compiling and thoroughly researching a list of potential attendees. Ideally, you’d start this part at the stage when you’re selecting which events to attend and invest in. Then, there could be a list of the event attendees you’re privy to (don’t forget to check with the organizers). Otherwise, check out the past attendees, speakers, and exhibitors to compile a preliminary list that you could analyze and target your pre-event, during-event, and post-event outreach campaigns if needed.
Pro-tip. Teasing potential attendees with hints about what you're about to showcase or tell will keep them agitated about what's in store and eager to make their way to your booth immediately.
2. Adapt Related Marketing Materials to the Target Audience
Decide what marketing materials, such as leaflets or banners, you will take to the event and customize them based on the subject and potential audience. You can use existing content but review it accordingly.
A proven exhibitors handbook practice is to match your product or service strengths with customer intents. Review your event checklist to narrow the pool of use cases and hit hyper-specific demands by directly highlighting the strengths that target them.
It’s important to follow the event guidelines when working on the specific messaging for the handouts and booth design. Sometimes, the event organizers would review those to check if your messaging suits the tone and brand of the event.
