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Who comes to our booth?
In order to get to know the visitors to the trade fair stand , it is important to clarify, among other things, what type of trade fair it is. The target group of the fair limits the group of possible visitors. It is important for you to know who your visitors are in order to design your booth accordingly. A public audience that visits the fair in their free time has different requirements than trade visitors who are traveling on business. You should also know whether the fair appeals to a national or international audience. This way you can prevent language barriers from arising.
Who would we like to welcome to our booth?
Even more important for you is the question of who you want to attract to your booth. So who is your target audience? Your goals play a big role in this. In particular, your trade fair goals should help you to determine who you want as a visitor.
Your target group is decisive for the design of your exhibition stand . Based on this, you determine which image you want to project, how you set up your exhibition stand, which campaigns and marketing measures are appropriate, how you want to communicate with them, which dress code your employees follow and much more.
If you want to sell your product to an end customer, you can make it available to try out, for example. In that case, your trade fair stand needs, in addition to exhibition space, a checkout area.
If you want to establish contacts with business partners, it is important to be able to hold intensive discussions, to spoil them and to impress them with special attention. Here, for example, a quiet conversation area and catering can contribute to achieving the goal. Clothing is also different here.
Do we know our visitors personally?
If you want to use the trade fair, for example, to present new products to long-standing customers and to cultivate contacts, you can use these relationships. You should analyze your customers using your largest customers as an example and use their needs for your marketing . This way you make sure that you keep your customers and you can draw conclusions about why these customers are loyal to you. You can use these conclusions in turn to build an equal relationship with new customers.
What does the visitor expect from us (positive and negative)?
You should always be aware of the expectations visitors have when they come to your booth. If you have already gained experience at trade fairs and were able to lure your visitors with certain actions, you must constantly follow them or replace them with measures that top them.
For example, if your stand has had currywurst with fries for years, you can only replace it with something "better". If you only offer your visitors fries, this leaves a negative impression because they may have been particularly looking forward to this meal.
It is also important to monitor the public image. For example, if there was negative press, you have to react cleverly and provide your trade fair team with answers to critical questions.
Who do our visitors expect to meet at the stand?
The team represented at your booth should be adapted to the target group. You should choose your team and the form of communication accordingly. Clothing plays a big part in this.
For example, for a start-up with a "hip, young" image, it may be better to address visitors on first-name terms and wear casual clothing. On the other hand, if business customers are expected, it can sometimes be appropriate to attach importance to a certain etiquette. In some cases, it may even be appropriate or expected for management to be present in person.
It is therefore important that you put yourself in the shoes of your visitors before your trade fair and choose and prepare your team accordingly.
What kind of conversations do we want to have?
(confidential / standing - sitting / in a larger group?)
The type of conversations again depends very much on your target group. As already mentioned, a quiet, confidential atmosphere for a conversation can be appropriate for business customers. For a longer conversation, you can use a comfortable, secluded meeting area. However, if you want to address a broad audience, you may want to reserve an area where visitors can gather and listen to a speaker who represents your company or product introduces. The performance can then attract other viewers who pick up the buzzwords.
The nature of the conversations depends on how you structure your team and communication, but also how you set up your stand .
With what or how can we inspire him?
You want to leave a positive lasting impression on your visitors. That's why it's important that you inspire them. If you study your target group carefully, you can see how you can attract them and impress them in the long term. For example, if you want to address a young target group in the field of beauty and cosmetics, a connection to social media is obvious. You should base the planning of your marketing measures on such interests of your target group.
