Trade fairs and exhibitions offer opportunities for Small and Medium Enterprises (SMEs) to reach more customers and widen their business networks.
Trade fairs offer an opportunity for entrepreneurs to meet financiers and prospective partners, as well as learn from colleagues operating similar businesses to their own.
June Gathoni, the Managing Director of Maple management, a Kenyan based firm that organizes trade fairs and links SMEs with financiers, is convinced that participation in trade events is beneficial to SMEs. The trick, she says, is to know how to exploit the opportunity.
Gathoni believes that achieving success through trade shows comes down to the presentation of an entrepreneur’s exhibit.
Beyond the initial step of securing a place to exhibit, she explains that entrepreneurs need to make sure their stand has a theme that is creative and likely to attract more people.
Gathoni adds that the biggest mistake to avoid is to have personnel who are not sufficiently informed about the company’s products and services.
The size of the stand is not important. However how the stand is decorated, with a customized look in line with whatever services or products the company offers is likely to attract more people and prospective clients,” she says.
Other useful tips gleaned from Gathoni on exhibiting at a trade show include the following:
Get the Right Personnel
It is important to have friendly and well-informed personnel at your stand. People are more likely to visit stands where the personnel smile and are receptive. Guests at a trade show are generally rushing around trying to see as many exhibits as possible in one go. This means you need to do something extra to attract their attention to your stand. Well informed personnel who are in a position to properly answer questions and give technical advice are a boost, since satisfied guests may make purchases or even refer you to friends.
Provide Promotional Pamphlets
Most guests are interested in visiting more than one stand at a trade show. This means that in order for guests to see what everyone has to offer, it is essential to have enough marketing and promotional material to give away. You can give away printed materials like fliers, brochures, pamphlets and personal cards with their contacts just in case the guests decide to follow up later.
Learn from fellow Entrepreneurs
Since most exhibitions and trade fairs run between two to three days, it is crucial that by the second day you have a feel for what attracts trade show guests to your stand. By going round to other entrepreneur’s stands, you could definitely broaden your knowledge. Other than learning decorating and marketing skills, it might also create an opportunity to meet a supplier, customer or client also exhibiting.
