A Marketing for Exhibitors seminar, organized by IFEMA for ePower@Building exhibitors at FERIA DE MADRID, has explained how to obtain the maximum return from participation in a fair Raúl Calleja, Director of the call, has assured before a hundred of attendees that participating in a Fair is one of the most complete and profitable marketing tools
Fairs are a tool that multiplies the opportunities to achieve great objectives in a short time, both commercial, communication, impact, time and agenda, since they represent a massive call for a sector. This was stated by the Director of IFEMA events, Raúl Calleja, in a Trade Fair Marketing Seminar for Exhibitors aimed at participating firms in the ePower@Building member halls, at FERIA DE MADRID, which was attended by representatives of a hundred Business. In the meeting it has been confirmed how participating in a Fair is one of the most complete and profitable marketing tools that exist. All the exposed advantages will materialize in ePower@Building, the call that integrates the CONSTRUTEC, PIEDRA, VETECO, BIMEXPO, MATELEC and URBÓTICA competitions, organized by IFEMA and which will take place from October 25 to 28, 2016, at the FERIA DE MADRID . Those attending the Trade Fair Marketing Seminar for Exhibitors have been able to discover how to obtain the maximum return on investment when participating in a Fair, and how to generate the maximum number of business opportunities. In addition, they have learned how the commercial personnel present at the Fair should act to reinforce the image of their company. And how, when and who to communicate to attract qualitative traffic to your stand. During the conference, various case studies were also presented.
Productivity and efficiency
Among the topics discussed, there has been talk of the Fair as a marketing tool and its integration into the global strategy; ROI calculation and the variables to take into account to maximize it, the 80/20 method, how many resources to dedicate to each ROI generating variable and how to generate traffic to the stand. In addition, the Stand and its functional creativity at the service of profitability have been discussed; as well as the informative and commercial staff that attends and sells; and the communication strategy: how, when, what, to whom... Raúl Calleja has stated that organizing participation in a Show "is a challenge for any marketing and communication professional". And he has pointed out that "to do it correctly it is necessary to internalize a work method, have well-directed preparation habits, and move towards productivity and efficiency". As he has explained, a contest should be a massive commercial meeting of supply and demand of a certain sector, "an instrument that multiplies the number of direct impacts on a specific target in a very short time". And, among the variables that optimize the presence in it, he has highlighted that of “aligning with the mind of the visitor who is considering why I go to the Fair, what I am looking for and what I would like to find. And guide participation to what the visitor comes looking for, placing special emphasis on how I call, who, when and for what, what I offer differently, how I contact the client, how I show my product, how I do the follow-up..." . The attitude with which one must go to a fair is "enjoy, present what I have and open up business possibilities", for which it is necessary to "pre-identify the objective, make a pre-show promotion, generate traffic and impacts and bring carry out a subsequent follow-up.
