Get word-of-mouth marketing in trade shows

When thinking up new strategies to attract our target audience to our stand in a trade show we try to be as innovative as possible: animations, interactive demonstrations, a visually attractive standÂ… But we usually forget a very ancient technique which can also be highly effective: word-of-mouth marketing.

And, who’s better to “spread the word” than the tradeshow attendants themselves? Visitors are not only clients and potentials (or curious passers-by): they are a potential sales force!

Why?
Seemingly, it may sound absurd: if you already have a fully trained professional sales team, why would you need to “recruit” visitors to do the same job? The answer is that, although your staff is perfectly competent, they will only be able to reach a limited number of potential clients who will visit the show.

And how?
Once you convince yourself of the advantages to “recruit” visitors… the next step is to convince them to promote your company. The main goal of exhibitors in a trade show is to reach as many people as possible. Why not shift your priorities slightly? Apart from establishing new business contacts, which is always key, you can also strengthen existing relationships and get your clients to talk to other professionals about your company. This way you can reach your target audience… via your target audience.

Take care of your clients
Satisfied costumers can be excellent marketing tools for your company. Tell your best customers how much you appreciate them and how much you would value having more customers like them. This way, you are reinforcing the fact that you think they’re important. Appealing to your customers to spread the word carries with it an implied compliment: recognise how important they are for you as well as their valuable opinion. This way the message you are communicating to your clients is that you not only care about selling them your products but that their satisfaction and an honest and fluent dialogue between both of you are also key.

Â…and transform them into fans
If you want happy customers to spread the word for you, offer them the best service possible as well as incentives from time to time, such as an attractive discount or something more personal and elaborate, like a gift that you know will appeal to them. When visiting your stand, make them feel at home and dedicate time and attention to them even though the relationship is already established though you also have to focus on new contacts.

Bear in mind that people like to share information on novelties, new products and good services that have worked for them. If your customer is happy with your company it is very possible that he or she will talk about you to other colleagues or even encourage them to visit your stand. Remember: focusing on potential clients is key but taking care of your customers is also essential. They can be your best promotional channel.