The Frankfurter Buchmesse (Frankfurt Bookfair) is the pinnacle event for printed and digital content. Hundreds of thousands of people from across the world will convene in Frankfurt to expand their knowledge, exhibit their top-notch offerings and celebrate an amazing industry. In October, publishing experts, writers and players, from the creative industry, and culture enthusiasts from across the world will gather to network, discuss, negotiate, make decisions and celebrate. The Frankfurt Book Fair has become the worldwide hub of the media and publishing industry.
A global event like the Frankfurt Bookfair – boasting an attendance of 285,000 individual attendees, 10,000 journalists, 7,500 exhibitors and 4,000 events – offers a wealth of opportunity for exhibitors – and also the challenging task of leveraging the attendees and generating true leads and connections for your business, all while competing with the others. Chances are you’ve put a lot of resources, planning and money into your booth, and of course you want the best ROI possible.
So, as an exhibitor, how do you successfully plan and execute for such an event? We’ve put together a list of 6 ways that are guaranteed to boost your presence:
- First Impressions Are Everything
One of the most important ways to attract booth visitors is to create a visually appealing and eye-catching booth. It gets the job done if it tells the viewer, from a distance, what your company does and is aesthetically pleasing.
- Hospitality Goes A Long Way
Hospitality is one attribute that always keeps booths (and their exhibitors) memorable. A tray of cookies with coffee and tea goes a long way here.
- Don’t Sell Backwards
Want to tell a visitor about yourself? Great. But don’t introduce yourself and jump into your own company and product right away. Instead of going about it backwards, ask them about themselves, their company, and their product first. Creating interest by first showing curiosity is key.
- Prizes Make People Remember You
No matter what kind of product you’re selling – be it online courses or dog treats – people are always motivated by prizes and love getting things for free. The trick to a successful prize giveaway is to give people something to be excited about that anyone would appreciate having. Gadgets, home products, coffees and even cash prizes are all good examples.
- Make Appointments… Early!
Most of the work that goes into an expo happens well in advance. What you should be directing your energy toward is contacting leads and setting appointments with them. This way you know your time during the event will be focused on doing exactly what you spent the time and resources to be there for – leveraging access to potential clients and making as many connections as possible.
- Social Media Campaigns
Targeted, long-term social media campaigns offer a wealth of information and a connection with other companies and exhibitors online. This will give you a glimpse into how they are managing their online presence. Check the websites of you competitors and potential clients. What social channels are they on? Which one are they most present on? With whom have they connected? Leveraging social media this way makes it a great tool for making connections before you attend the event.
Some quick social media pointers:
- Engage with other companies
Repost, repost, repost. Consistently reposting different content with the same message ensures that the traffic driven to your social channel (regardless of what channel it is) is beneficial to your goal of making connections and establishing your relevance and authority as a company.
Besides engaging with other companies and resharing their content, you should also be commenting on their page and giving them a shout out on your channels by reposting their photos, videos and statuses. The best way to get another page to notice you is to show you notice them.
- Schedule and track social media performance weekly
You should be using a social media management tool (we like HootSuite!) that allows you to draft, manage, edit and schedule all your social media content all from one dashboard. This lets you track which efforts are successful, what can be improved, and make those changes accordingly.