Proper Performance Against Covid-19 At The Exhibition : In the face of the Covid-19 pandemic, customer management is more important than any other issue. Factors such as: face-to-face but uncertain exhibitions (intermittent change of the exhibition program due to encountering different mutations of Covid-19), combined exhibitions (face-to-face and online) and social distance restrictions are new variables that affect the success or failure of the program. The marketing of your exhibition will play an effective role and will definitely change the number of visitors to your booth in this situation.
Keep in mind that every visitor walks into the exhibition looking for a specific goal and finding a solution to meet their needs, so in today’s business world and with the rules governing customer orientation, the priority of every company should be to pay attention to the customer and his needs and fulfill them in the best way. In this matter, the correct strategy is that every interested customer is a valuable asset and you must have a basic plan to attract and participate and provide quality service or your product and follow up on these matters. But the general advice to attract customers is to “open the way to the booth”.
It is true that covid has forced us to reconsider the crowding of public booths, but it is you who decides how to use the customer management factor and it is important in two ways: firstly, the physical components of your exhibition and secondly, how The participants’ visit to the booth. For example, if you have an island booth, take a step back and consider the customer’s passage through the booth. If there are fewer touch points due to social distancing, ask yourself where you will have the most interaction with the customer, when chatting, scanning visitor badges, offering free product samples, etc.? Think about the crowd and the way visitors move from place to place and consider at least one point of contact with the customer.
Exhibitors face different challenges in linear booths, and one of the most important of them is the lack of sufficient space for visitors to move. In the International Association of Venue Managers, the standard population density formula for occupying the maximum space is the desired area divided by 28, in other words, approximately 3 and a half people can easily fit in a 10×10 booth. In other words, two booth employees with one customer or one booth employee with two customers can stand in the booth space at the same time. Therefore, finding the fastest, highest-yielding way to engage quality visitors to the exhibition is an important priority.
For this purpose, you may install a monitor in the corridor to present your products before the visitor enters the booth, or you may have thought of ways to integrate the collection of customer information and their participation in participatory experiences and by launching a game in the booth, each customer provides their information to the company.
Instead of asking the participants to fill out a silly and serious questionnaire, in addition to the usual questions about time, purchasing power and problem solving, ask about their birth month sign, colors, favorite sweets, etc. Because while regular questions help you attract actual customers, unusual questions allow you to surprise each visitor with a personalized gift. The main idea is to identify attractive methods of collecting participant contact information that are more fun for both the visitor and the staff than the mundane greetings and scanning of their badges.
Many exhibitors are sending fewer staff to the fair due to budget cuts and social distancing requirements. If you are also in this group, you need an employee who knows how to attract interested customers to the exhibition, and this requires that you provide some training for your employees. The most decisive lesson is the importance of listening to the visitor rather than starting any conversation about the product or service you offer.
As I mentioned earlier, visitors to the booth in this situation are more definite buyers than people who come to the exhibition just to spend time and watch, and every visitor is looking for a solution to their problem. You can give them the information they want without wasting time, which will help you find potential customers, but in reality, you should spend more time listening to what the customer wants to say, especially Be encouraging during the initial conversations, because selling happens after trust and establishing the foundations of a friendly relationship.
In addition, due to the change in the number of visitors, it is very important that the potential customer does not leave the booth. Yes, you need to make sure that the staff makes all visitors feel important and that each visitor receives the personal attention they need, but they shouldn’t spend too much time with someone who is unlikely to be a customer. To do this politely, employees can offer to contact the visitor after the exhibition and end the conversation by giving a business card.
In this case, if a visitor needs more conversation, than he might be a regular customer who just needs a little extra guidance, the staff can do it at another time that is limited to the working hours of the exhibition hall and respecting social distancing rules. If it is not social, provide it to him. But the staff may ask the talkative visitors of the booth with a small apology to wait in the booth space, and the staff will remind them by shaking their heads and hands regularly that they have not forgotten them.
Customer data retrieval tools are connected to the database and contain contact information of exhibitors that they provided during registration. During the exhibition, participants carry a badge with a barcode, ID number or QR code. Exhibitors at the exhibition use the customer data retrieval device to scan the code or number and digitally collect visitor data from the registration database. It used to be said that the best solution was to use a customer recovery system unless the exhibition program was very extensive and a custom solution was needed. But with the advancement of technology and ideation outside the current scope, you may find other ways to collect information that your sales marketers desperately need.
There are many benefits to a customer data retrieval system, including: on-site support and creating a complete system of participant registration information. But these perfect systems are expensive and not all exhibitors may be able to pay the $400 license fee to install a software. It is true that the QR codes on the badges of the participants are a treasure of information, but you can also use other methods. Gathering potential information through a question and answer game with a tablet that does not require scanning the badge of the incoming visitor. Proper Performance Against Covid-19 At The Exhibition
It seems that the industry has accepted the new combined idea (in-person and virtual exhibition), but there is a certainty of investment return in the virtual exhibition. But determining how much you should invest in your virtual presence depends largely on how much participant information management shares with you.
Therefore, with the question and answer process, determine your task easily: will you have access to the information of all customers who register at the exhibition or only to the information of those who visit your virtual booth? Are you going to get full information from the participants or just their contact information? How and when do you share information? What information will you have access to if you host your exhibition on a third-party server?
In general, if paying $20,000 to style your exhibition website only sends you the names and email addresses of attendees who visit your booth virtually, you should reconsider this investment.
Meet the stakeholders of your exhibition program and make sure that your customer follow-up process is done correctly. Start by asking key questions: Does the customer follow a sales or marketing function? Is the sales team responsible for reporting to the marketing team and vice versa? How to follow customers? Are sales results collected from customers in this exhibition?
It is likely that some of your old methods may need to be revised due to the situation of the Corona pandemic, for example, sending a general thank you email from the company’s marketing department to all customers who participated in the exhibition may seem standard. But a public trade show with potential customers requires that customers have a very personal follow-up with a sales representative or be invited to speak on an app like Zoom to explain their needs.
Also check when things are done, for example a quick call shows that the customer is important to you. Remember to contact the customer before they forget about you. Customers are the lifeblood of the face-to-face sales program. So take the time to refine your customer management strategy and optimize it for your business in the new conditions to increase your income and present the right trade shows to your interested stakeholders.
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