MICE Market: Creating a trade show to increase sales

Do you want to distinguish yourself from your competitors, attract potential customers, retain those you already have, or generate new sales? The solution could be to organize a B2B or B2C mini-fair.

Choosing a concept

Many agencies organize parties or tours for booklet launches, but you can stand out by holding a trade show over the course of one or two days.

Choose an appropriate theme – for example, a cruise lounge. Look for exhibitors who respond to these themes. Have them create a special promotion available exclusively for visitors to your trade show.

Be visible and operational

Make sure your agency has a central kiosk for customers to visit and book their next vacation, after they have checked out the exhibitor booths. Plan, staff the booth accordingly, and make sure your reservation systems are operational.

Make your show profitable

Sale of kiosk space: These are typically 10 x 10 spaces; some companies may be interested in taking two or three spaces to have a larger kiosk. In return, offer them adequate visibility on your various communication tools in order to integrate the exhibitors’ logos.

It’s a good idea to get co-op budgets from exhibitors. They are your partners and are here to support you in your event. It’s a win-win situation, as you will also be promoting the sale of their products.

An effective communication plan

• Make sure to utilize different communication tools to generate buzz about your next trade show: social media, your company website, and newsletters.
• Send invitations to your existing customers, place advertisements in local newspapers and magazines, and inform tourism media in order to spread the word.
• Also think about your post-show communications. Thank your customers and showcase what the show achieved. Conduct a survey to find out what they liked and ways to improve your upcoming events. During the show, make videos and broadcast them; this will generate interest for the next one.

Components of your trade show

• Conferences: These can be led by experts such as cruise companies, journalists, writers or bloggers. Vary the themes to attract more customers.
• Why not try an animation kiosk? This could feature workshops such as a cartoonist who writes the names of the participants in Chinese characters if the theme of your show focuses, for example, on Asia.
• A rest area where people can relax, network and have a coffee.
• Gifts and contests: everyone loves these! Organize a contest with one of the exhibitors which will give customers even more reasons to come to your show.

This article originally appeared in the February print edition of PAX magazine. 

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