Events are a significant opportunity for your enterprise to boost its standing in the world and gain traction. But all too often, companies will squander them with poor communication strategies. A successful exhibition or trade show isn’t just a logistical or marketing challenge. It is also something that relies on having everyone on the same page.
The last thing you want is a beautiful stand, only for your staff to be shouting and yelling at each other, come the big day.
If your communication strategy sucks, check out some of these methods you can use to improve it.
Connect Your Sales Team To Your Prospects Faster
Not everyone at the event will be a member of your sales team. Some people will be there to set up the equipment while others will be finance guys who don’t know the first thing about marketing.
It is crucial, therefore, that you grease the wheels between your salespeople and the rest of your team. Instruct non-sales team members on how to feed people through to top salespeople naturally so that you take advantage of every opportunity that comes your way.
Designate Somebody To Liaise With Your Supplier
Most modern companies – including startups – use an event agency to organize various aspects of the show. It is crucial, however, to designate somebody to act as a go-between between you and your supplier, feeding information back and forth. Pick someone from your team (it could be you) and get them to carry vital information from one side to the other so that there are no hiccups.
Start Your Communication Efforts The Moment Guests Walk Through The Door
Pre-event comms can have a massive impact on the overall popularity of your stall throughout the event. Signage or presence on TV visuals can make a big difference in the number of people who eventually make their way to your stand. Even a big welcome banner can work wonders boosting visibility.
Post People On The Door
Smart companies post people both at their stalls AND on the door. Posting colleagues at both locations helps you to maximize your exposure to footfall and direct prospects to your salespeople from the moment they walk in.
It is essential, though, to have a way for your door people to communicate with the rest of your team and vice versa. You don’t want to overwhelm people back at base with too many prospects making their way to your stall all at once.,
Create A Point Of Contact For Third-Party Partners
Pulling off a slick event usually involves liaising with third-parties, such as event partners, speakers and sponsors. Come the day of the show, though, most of the people on your team will likely become busy setting up, clearing away and making sales. You need someone, therefore, who can stand back and take care of all the “backroom” admin. Choose somebody who doesn’t have a front-line role with customers and will remain available throughout the day. That’s the key to a successful communication strategy.
- This post has been written by an outside source – See Disclosure Policy
