Success Fair: The Complete Guide to Maximize ROI with Technology and Data in 2024

Talk to a side, learn how to turn your participation in fairs into a real trampoline for sales. From pre-event to post-event, we reveal the secrets of Digital Marketing and Data Analysis to create real business opportunities in three key stages!

In 2024 we feel many companies in the process of participating in fairs, due to high costs and doubts about the actual return on investment. But in 2024 does it still make sense to participate in fairs? The answer is: depends on how you participate.

If you participate in the fairs following a effective strategy, based on digital tools and data analysis, you can maximize the ROI and turn the participation in the fair into a real launch pad.

In this blog we will see how to prepare a successful fair, with a three-phase strategy:

Pre-fair: Creating Expectation and Interest with a Vincente Strategy

An Effective Communication Strategy

Communication is essential for the success of a B2B exhibition. Before the event, it is important to create a positive expectation around its presence, so as to attract the attention of potential customers.

To do so, you must define a clear proposition of valueThis message must be the focus of all pre-fare communication, and must be conveyed through different channels, such as the website, social media, emails and printing.

Here are some examples of pre-fare communication activities that can be effective:

Creation of a website or a landing page dedicated to the fair, providing information about the company, the products and services offered, and the appointments planned.
Publication of articles and news on social media, who tell the company and its products and services.
Sending information emails, which promote participation in the fair and provide details on events and activities planned.
Participation in events and webinar, which allow potential customers to meet and get acquainted.

Study of a Commercial Strategy

The commercial strategy is the heart of successful trade fair participation. To define it, you need to answer four questions:

What products and services will you present? It is important to choose those that are most relevant to your target.
What special offers will make your presence memorable? They can be a great way to attract visitors’ attention and generate leads.
What goals do you want to achieve? They can be commercial, such as acquiring new customers or creating lead, or brand-like, such as promoting your image or creating relationships with partners.
What messages do you want to convey? They must be clear and concise and must be in line with your goals.

The answer to these questions will help you define your positioning and communication.

Lead Generation and Contact Management for one-to-one meetings

Lead generation and contact management services can help you identify potential customers most interested in your offer, based on criteria such as industry, geographical location, interests and objectives. This way, you can organize targeted appointments with the leads that will participate in the event, increasing the chances of conversion.

Lead generation and contact management services can offer a number of benefits, including:

Best Lead Targeting
Increased conversions thanks to targeted appointments with the most interested lead
Save time and resources by automating lead research and contact activities.

Social Selling on LinkedIn for a successful fair

Through LinkedIn, you can search for the leads that will participate in the fair and organize targeted appointments. This proactive approach ensures that your stand not only attracts attention but also generates meaningful conversations and potential business opportunities.

Here's how to use social selling on LinkedIn for a successful trade fair:

Share valuable content that is relevant to your target. The content you post on LinkedIn should be interesting, engaging and useful to your potential customers.
Connect with the leads that will participate in the fair. You can use LinkedIn's search features to find the leads that will be taking part in the fair.
Organize targeted appointments. Once you have found the leads you are interested in, you can use the LinkedIn messaging function to organize targeted appointments.

During the Fair: Collect data and take advantage of the Phygital

Contact and CRM Collection: the key to quality lead

The collection of contacts during a fair is an important opportunity for B2B companies. However, to maximize the ROI of this activity, you need to use an advanced CRM system.

A CRM allows you to collect detailed data on leadsInformation such as product preferences, past interactions with the company and specific needs can help transform a simple contact into a valuable business resource.

Once you collect data, it is important to organize and manage them efficiently. A CRM can help you do so by providing tools for the segmentation of leads, tracking interactions and follow-up planning.

LinkedIn Social Selling at the fair

LinkedIn is a valuable tool for networking and fairs are a perfect opportunity to exploit it to the best.

When you leave a satisfied visitor, it is important to go beyond the traditional exchange of business cards. asking visitors to follow corporate profiles on social mediaAnd maybe those. personal of your business you're doing a good personal branding business (are you doing it?).

Here are some suggestions:

Customize the invitation. Do not just say “follow on LinkedIn”. Let the visitor know why he should do it, for example because you want to stay in touch with him to discuss a possible collaboration.
Offer an incentive. You could offer visitors who follow your profiles a free eBook or webinar.
Follow. After the visitor has followed your profiles, send him a welcome message to thank him and present you.

These simple tips will help you transform the visitors of the fair into qualified digital contacts, which you can cultivate with time.

Storytelling in real time: the secret to involving the public

In the digital world, time is precious. To capture the attention of the public, it is necessary to be quick and engaging.

During a fair, your stand is not only a physical space, but also a digital stage. To make the most of this opportunity, use storytelling in real time.

Share engaging and authentic stories about your social networks, offering visitors a window in the heart of your participation. Capture unique moments, product presentations and interactions with the public. This approach not only fuels interest in real time, but also provides valuable material for future marketing campaigns.

Phygital and innovative technologies for immersive and memorable trade fairs

In an increasingly digital world, you need to find new ways to capture the attention of visitors and create memorable experiences.

The “phygital” era offers new opportunities for companies who want to exploit the best of both worlds, physical and digital. virtual reality (VR) and increased (AR) can create immersive experiences that allow visitors to interact with products and services in new and engaging ways.

I beacon devices They can be used to provide contextual information to visitors in real time, offering personalized involvement. Interactive robots and other innovative solutions can help attract attention and create lasting memories.

After the Fair: Go Beyond the Traditional Follow-Up

Use CRM data for effective post-fly follow-up

Post-flying is the decisive moment to convert leads to customers. An effective follow-up can make a difference, but it is important that it be customized.

The data collected in CRM during the exhibition can provide valuable information about visitors, such as their preferences, interests and interactions with the stand. This information can be used to create custom contact strategies, which increase the probability of conversion.

For example, if a visitor has shown interest in a particular product or service, you can send him an email with more information or an invitation to a demo. Or, if a visitor has participated in a webinar, you can send him a link to a related content.

Advanced Tracking: How to Read In The Thought of Your Prospects

In 2024, visitors to the fairs are more informed than ever. After taking information from an exhibitor, the first thing they do back in the office is to look for the company on the internet.

Imagine you can read in the thought of these prospects and know what services or products are interested in. It would be a huge advantage for companies participating in fairs, because it would allow you to customize the follow-up and increase the chances of conversion.

Our advanced tracking software of visits on the website makes it possible.

First of all, our software allows you to identify exactly who visited your websiteThis includes the company name, activity and other company data available online.

Second, our software allows you to analyze visitor behaviour on your website. You can see which pages they visited, how long they spent on each page and what elements they interacted with.

This information helps you understand what your prospects are interested in and what motivates them.

With this information, you can create a follow-up that is:

Mirato: Your messages will be relevant and interesting for prospect, increasing the chances of response.
Personalized: Your messages will be tailored to the interests and needs of prospectives, increasing the effectiveness of follow-up.
Information: Your messages will provide useful and relevant information, increasing the likelihood of prospecting to convert into paying customers.

Our advanced tracking software for website visits is the perfect solution for companies who want to improve their follow-up strategy.