How to market your company effectively at a B2B exhibition…

With the upcoming Let’s Do Business B2B exhibition taking place in Hastings, there’s no better time to ask if your business is being marketed effectively. Promotion at the event is important, but if your appearance isn’t supported by marketing efforts before and after the event, you’re missing vital opportunities to generate new leads.

Prior to the exhibition

Before the big day of your B2B exhibition rolls around, it goes without saying ensuring you have an engaging and on-brand stand design is important. Things to consider include the positioning of your stand, thinking about what design features will be at eye level, and having something interactive that pulls exhibition goers in and helps your team start conversations.

You’ll also want to consider ramping up your social media activity. Most B2B exhibition companies will have social media channels – simple actions like ensuring you mention them in posts can help boost reach and engagement. It’s also worth investigating if there’s an event hashtag – using one can help you expand your reach and join in with conversations about the event. It also gives you the opportunity to see who else may be exhibiting and make contact prior to the exhibition if you think they may be a potential customer.

Don’t forget to do your research – if you can get a list of exhibitors before the exhibition and are unfamiliar with some of the stand holders take a look at their website and social media channels. If you can spot anything you could help them with, make a note for when you speak to them on the day.

If your database could benefit from attending the exhibition – tell them! A targeted e-shot telling them you’ll be at the event and asking them to come along and say hi to you could revive old leads.

At the exhibition

When the big day rolls around, refer to your list. If there are any exhibitors you’re especially keen to speak to, make it a priority to take a look at their stand and introduce your company. Don’t forget to make yourself useful to build connections too – if you know anyone who could benefit from speaking, introduce them.

Be sure to have a presence at any keynote speeches or workshops. You’ll often find people engage with each other during these, offering a less sales focussed way of getting to know exhibition goers. Listening to what’s being said by speakers can also give you content for post exhibition and act as free training – you never know what you might learn!

Post exhibition

Just because the day is over, it doesn’t mean your marketing efforts have to end there. Follow up after a B2B exhibition is important if you are to really maximise your appearance. Sending a follow up e-shot to people you’re adding to your database from the day is advisable. Offering an exclusive discount in an e-shot to those who gave you their contact details at an exhibition is a great way of drumming up business.

For any significant leads, you may decide a personalised email or phone call is appropriate.

Don’t forget to post on your social media channels saying what a great day you had and tag any interesting companies or people you met. They may not immediately require your services, but should follow you, keeping them brand aware for any future requirements.

It’s worth taking in to consideration one of the first places prospective clients will look for your company post exhibition is on your website. Be sure your website has strong calls to action and truly reflects the quality of your products and services. If your website needs a refresh, you can find out more about web design on our website.

Lastly, a B2B exhibition works best when combined with long term marketing efforts, working as part of your overall marketing strategy. Having a continued presence on social media coupled with digital and traditional marketing efforts will help your brand stand out and give you something to talk about when you next exhibit at a regional or trade exhibition.

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