Usually an exhibition gets a large amount of visitors belonging to your industry and is a good opportunity to meet your target audience and generate those all important leads. Your exhibition stand is the focal point where many visitors converge and is an excellent meeting point. You can take advantage of this situation to showcase your products and expertise to a niche market which can do wonders for your sales target and ramping up your reputation in the industry. One of the best ways to get the attention of your targeted customers is by organizing a seminar, addressing a seminar can do wonders for your image and builds up the reputation of your company in the market leading to a greater conversion rate.
A novel way to generate interest
Many companies have been following this model with great success in the past. Inviting prospective customers to the seminars gives you an opportunity to talk to them in detail and convert them. If your seminars are rich in content then you may also be invited to address other industry events as a speaker which boosts your reputation among other industry professionals. Through a seminar you can connect directly to a niche audience who are interested in the subject and more prone to conversion. Keeping an attention-grabbing title for the seminar is important; the title will get the target audience curious when they see the invite in their email in boxes. While handing out the invitations from your stand during the exhibition, the invitees should feel that they have got something of value; if the topic of the seminar is relevant then most of them will make an effort to attend it.
Seminar and meeting rooms at exhibition venues are not exactly ideal for activities such as seminars and talks, usually there is a lot of background noise which diverts the attention of participants. In such situations it is best to make the seminars as interactive as possible, choosing a topic that is currently trending will be popular and greatly helps in getting the attention of the audience. Keeping the seminar short and sweet will keep the audience engaged. Do some basic housekeeping before the talk; book the seminar space well in time to avoid disappointment later if you do not have adequate space in your exhibition stand. If you are hiring the AV equipment, do a dry run before the talk, check that your presentation is running properly, the sound system and projector is working fine and that adequate seating has been provided. You must work out a strategy so that maximum visiting cards can be collected and you can follow up with the audience later by sending them a more detailed write up about the topic, this will also give you the opening to discuss business with them.
Content and form
The way the seminar is presented is crucial. Co-opting a long term client who knows your company and products well to share his experiences about your company can add value to the talk. Potential clients will get a valuable insight into your company and products and may want to come on board as a customer themselves. Another form could be a case study centric presentation, where you can present real case studies and how clients benefited using your products and services, this can be made more interesting by taking some real time interviews of clients, but the interviews should be conducted by a neutral person and not someone directly involved in your company. The seminar can be made more interesting by including some useful tips for the attendees which they will find useful and this can also convert several prospective clients. Launching a new product during the seminar can also create a buzz for your event. Many more useful ideas can be gathered from the internet.
Promoting the event
If you make the effort of organizing a seminar during an exhibition, then you must ensure that the seminar is attended by as many people as possible. You must focus on spreading the word about your seminar as wide as possible, using whatever means of means possible. You must advertise it on your company website and use the social media and email mailing list to create awareness about the seminar. Advertising the seminar on the exhibition website and on the exhibition brochure will get you a good number of attendees. Make sure that your invitation card for the seminar is creatively designed and mentions the topic, names of speakers, time and location of your seminar very clearly, the card should also mention the location and number of your exhibition stand, so that if required people can come to your stand an pre book their seats for the seminar. Send out a large number of invitations as your ultimate aim should be to have a packed audience, if you are good at advertising the seminar well then you may also have visitors standing at the back of the room due to all the chairs being occupied, that is always a happy sign for a speaker.
Exhibition organizers always look for as many quality visitors as possible, if there is a series of good seminars happening during the show then the exhibition attracts many more visitors and it improves the reputation of the exhibition in the industry. Organizers always encourage people to put together a series of seminars with good content and they advertise these seminars in a big way.
Organizing seminars during an exhibition can take some time and effort but if the seminar is rich in content then it will be well attended and all the extra effort will be worthwhile. You will get a lot more visitors to your stand and will be able to talk about your products to a captive audience who will already be interested in your product after listening to you. You can organize seminars in every exhibition that you exhibit in, as long as the topics are interesting and relevant they will be attended by many people and you can build up your brand and convert many more new clients than you normally would through conventional marketing methods.