For many companies, the restart of the trade fairs means extra work and many unknowns. Covid-19 regulations, the slow restart of business travel and the overlapping or proximity of trade fair dates, may cause a significant drop in trade fair visitors.
Trade fair promotion and communication may not be optimally managed. This may reduce the opportunities to have a direct contact with your target market.
Digital marketing can be the solution to these problems without sacrificing adequate promotion, involvement and lead conversion. The true purpose of a trade fair is to meet and come into contact with new and potential customers who see or try your product for the first time. Therefore, conversion is key. It is a delicate but crucial step in determining the success or otherwise of an event.
Success doesn’t just depend on how amazing the products and services you are exhibiting are. The stand needs to attract attention and communicate your message effectively. It is a matter of details and nuances.
Trade fair and event visitors are bombarded with stimuli. At every step, shapes, lights and colours will compete for their attention. Thus, the stand must be set up carefully and ensure effective communication. It must look highly impressive and be recognisable even from a distance. Therefore, this means designing a space that can “direct” or rather guide visitors to the hottest and most interesting parts of the stand.
Whatever the itinerary, some rules should be borne in mind. According to building regulations, exhibition itineraries must be at least 180 cm wide. The minimum distance between objects must be 120 cm to ensure easy access for wheelchairs visitors. As the aim of an exhibition stand is to attract as many people as possible, it is advisable to leave a larger space of at least 3 metres between stands. A person standing occupies 100 cm in diameter.
Outdoor and well-ventilated spaces should still be preferred, to comply with regulations and common sense dictated by the pandemic. Moreover, it is crucial to select decors and spaces that encourage people to come in, visit and discover your products. This is possible by using simple structures, with clear graphics and colours that refer to the brand. This is essential in terms of coherence and strong synergy with the values expressed by the brand itself.
Despite the adversities, Magni will take part in several lifting equipment trade fairs as every year. Find out all dates in the event section of our website. Come and visit us to find out all our news!!