Five tips for exhibitors: How to achieve a successful return on investment

Stand visits are the be-all and end-all of any trade fair. At POWTECH TECHNOPHARM, however, there are other opportunities to find out about innovations and trends. For example, at the POWTECH Forum and the TECHNOPHARM Forum. Speakers can now register for the STAGE TALKS. For those who want to keep up to date in the meantime, there will be an interesting VIRTUAL TALK with three presentations each month.

Written by Dr. Ulla Reutner

Screenshot des Aussteller- und Produktverzeichnisses auf der POWTECH-TECHNOPHARM-Homepage — The exhibitors and products directory on the POWTECH TECHNOPHARM website is a key element of visitor advertising. Exhibitors can use the self-service facility to enter and update valuable information about their trade fair participation.

Heads are already spinning in the marketing department. The next POWTECH TECHNOPHARM is not until September. But since the decision to exhibit has been made, the marketing drum has been beaten hard to ensure that as many visitors as possible from the desired target groups find their way to the stand.

With the help of the marketing services offered by NürnbergMesse, you can increase your company's visibility in the long term. The marketing services included in the exhibitor registration are relevant for all exhibitors. The basis is the invitation of existing and potential customers with free voucher codes to visit the show. And an entry in the online exhibitor directory to attract the attention of previously unknown customers. Thanks to self-service, there are plenty of opportunities to do this. No big deal, you might think. But it's worth thinking about strategically. Five tips for success:

Tip 1: Start immediately and enrich the basic entry

Many visitors are already planning their trade fair visit. They visit the POWTECH TECHNOPHARM website to find out whether the products and services on offer and the exhibiting companies are relevant to their industry. Specific information can be found under the 'Exhibitors & Products' tab. Exhibitors who show their colours early with a company profile and make it clear which technologies they can supply for which applications will encourage potential visitors to make a decision. Ideally, your company name and stand number will already be on your future customers' visit list. So why wait any longer?

Fünf locker arrangierte Bierdeckel mit der Aufschrift „I love POWTECH“. Das Wort love wurde durch ein Herz aus blauen und gelb-grünen Farbspritzern ersetzt. — The last POWTECH is still in good memory. The next POWTECH TECHNOPHARM will be a complete success. With intensive visitor advertising and a professionally designed company profile in the list of exhibitors, every exhibitor can contribute to this.

Tip 2: Use the industry classification wisely

The visitor sectors at POWTECH ECHNOPHARM are particularly diverse. They range from chemicals, pharmaceuticals and cosmetics to energy, ceramics - glass and building stone - earth, plastics - rubber and environmental recycling, and food and feed. Another important group of visitors are the machine and plant manufacturers who specialise in these sectors. The Industry Guide makes this clear. Exhibitors should think very carefully about which visitor sectors they are targeting. In many cases, it is not credible if the company entry is simply assigned to all sectors. It is more helpful for visitors if exhibitors select precisely those sectors whose needs they know well and can meet with their products and consulting services. But neither should the listing be too specific. For example, if your customer base used to be mainly in the chemical and food industries, but you have since developed expertise in recycling or pharmaceutical applications, you can and should make this clear.

Focus on core competencies: If you want to attract the right visitors to your stand, match your company profile to the sectors - and only the sectors - for which your own product range is suitable.

Tip 3: Assign the right product categories

The product range at POWTECH TECHNOPHARM is broader than at many other exhibitions. Exhibitors who classify their products according to the watering can principle are not doing themselves any favours. It should be clear what the company stands for and what products, technologies and services it offers. If you have been offering product XY for years as a custom-made product in response to a special request, you can certainly leave it out of the product category assignment. However, if you are just setting up a completely new product area and want to present the prototype for the first time at the show, the depth of the product categories up to the third level offers the certainty that your own company name will appear for future customers. This is because they often filter the list of product categories very specifically for relevant suppliers. Ideally, they will then find not only the exhibitors under the desired product category, but also specific descriptions of relevant products.

Screenshot, aus dem die Suchmöglichkeiten im Aussteller- und Produktverzeichnis hervorgehen: nach Produktkategorie, Branche, Unternehmenstyp, Land oder Aussteller. — The product categories in the list of exhibitors and products can be filtered down to the third level. This guarantees a high hit rate when searching for the right supplier.

Tip 4: Don't underestimate the impact of the entry

Who offers what? Visitors to POWTECH TECHNOPHARM ask themselves this question not only when planning their visit to the show. Anyone who wants to obtain a quotation for a new piece of equipment, a modern machine or a complete plant today or tomorrow will find a clear list of relevant suppliers, a description of relevant products, further links and informative videos via the filter option of the product categories. This makes the Exhibitor & Product Directory a marketing tool long before and after the show.

Tip 5: Stay on the ball and keep updating

It is clear that innovative companies are always doing something new. Once you have entered your company details as an exhibitor, you should check them regularly until the show to see if there is anything new. It could be that a current project provides experience for a new industry. It may be that a new product has been announced by the development department, which can be presented in the product directory and specially marked as a novelty. But also the company description, a company portrait as a video as well as the contact persons and their contact details can be updated again and again in your own company profile on the POWTECH TECHNOPHARM website.

Ein Schild mit der Aufschrift „LIVE-EXPLOSIONEN – POWERED BY REMBE“ in gelber Schrift auf rot-gelb leuchtendem Grund steht im Vordergrund. Im Hintergrund ist unscharf ein Außengelände mit Bäumen, Schirm und einer Person zu sehen. — City Light posters ensure that trade fair visitors do not miss out on special events, innovations and trade fair appearances.

More inclusive and exclusive marketing services

Exhibitors who take these five points to heart have laid a good foundation for their show success. But there is much more to inclusive marketing services. For example, an entry in the printed show guide and hall plans, invitation management with unlimited voucher codes and a media package that includes social media banners, press release display and a lead tracking app.

Other value-for-money marketing packages are available to generate even more exposure. The options are varied and affordable for smaller budgets. For discerning marketers, the POWTECH TECHNOPHARM team also offers exclusive advertising via digital banners and adverts, as well as eye-catching marketing activities - from city light posters, lanyards and advertising cubes to walking acts and flying objects. The full range can be found in the online exhibitor shop.

Author

Dr. Ulla Reutner

Chemist and freelance specialised journalist