Aside from offering you an opportunity to study the activities of
rivals, examine recent trends and opportunities, medical trade
shows can help you grow your business by letting you showcase latest
products, and establish profitable relationships.
However, in order to make your participation at trade shows a success,
you'd need to thoughtfully plan and execute your attendance so that
every penny that you spend, turns out a good return. This becomes all
the more important considering that the 2009 financial crisis
is in no mood to spare any industry, including the medical industry
from its onslaught.
The following tips will help you participate better at medical trade
. The first set
of tips will help you plan your participation, while the second is meant to help you seize opportunities by shining at the show.
Plan Your Participation
Identify your objectives/goals
Ask yourself, what all do you want from your participation at a trade
event. Of course earning new clients is one goal, but participation at
trade shows can yield a number of them. For instance, do you want to
become more popular among a group of wholesalers, suppliers, etc? Or do
you want to create a buzz just before your upcoming product launch?
Some common objectives that trade show participation helps accomplish
include, generation of sales leads, educating your target audience,
enhancing your image and visibility, establishing your presence in the
distributors or dealers, introducing new products and services,
personally meeting your competitors, customers, and suppliers, etc.
Be a detective and research well
The last thing you'd want to experience is to end up spending your hard
earned money on something that didn't quite get you the return on
investment you desired. To prevent that you need to research and find
out what the objectives of a particular trade show are, who're the
target audience, etc and match them to your own objectives. For
example if your objective is to establish relationships with
wholesalers and suppliers, you may not choose to exhibit at a show that
has end-users or consumers flocking it, no matter how popular or glitzy
Plan your budget & space
Based on your requirements, locate the space where you'd want to have
your booth set up. You'd need to consider it in the light of your
objectives factors such as which floor, high traffic/low traffic area,
lighting, other exhibits and exhibitors, etc. Once you're satisfied
proceed with booking your space.
Plan the exhibits to display
You display exhibit mix will naturally follow from who all are going to
be your target audience viz. retail customers, wholesale buyers, other
businesses, etc. For example if you are dealing in dietary supplements then you could elegantly display an ensemble of herbal supplement
, mineral supplement, nutraceuticals, whole food supplement
Get the word out early
Informing and alerting your contacts including clients, customers,
suppliers, other guests in advance will make it easy for them to plan
their visit, and ensure a greater participation. However, do take care
to include all the details such as your floor, the boot no, etc, in
your advertisements, on your website, mailers, etc, so that they've no trouble
in reaching your booth.
Shine At The Show
Orderly and systematic display of products and services makes them look
appealing, and they're easy to locate too. A messy and all cluttered-up
set-up can put off your clientèle. Properly marked sections, tags, e.g.
"Hospital Furniture," "Medical
Instrument," "Dietary Supplement," etc. are quite helpful.
- Make your products look like hot-cakes by placing “sold sign” on some
items, leading to the impression that your products are an absolute hit.
- The more people you attract to your trade show booth the better your
chances of meeting your objectives. Simple events and activities such
as interactive displays, quizzes, lucky draws, contests, computer
games, scheduled demonstrations, etc can all serve the purpose well.
- Stocking take-away promotional items can help all those who will take
them to better remember your business. Keep small promotional stuff
handy and well-stocked.
- Essential and frequently sought information about products such as
prices, shipping costs, minimum orders, etc. if made easily accessible
to visitors can save a lot of their time and your's too, because they
wouldn't have to wait for a rep to ask that information from. Further,
it makes the process smooth and also enables you to service a large
number of visitors with less staff. For example if you are selling refurbished hospital bed, hospital stools, hospital chair, etc, tagging them with essential information can work wonders.
- Always be prepared to take orders and do business. This means to ensure
that you've a good supply of order forms, credit card slips,
pens, to conduct sales and track orders.
- Schedule breaks for the staff in such a manner that at no point in time
your booth should be vacant. Always have someone to engage clients and
visitors in a conversation, and provide them the information they need.
- Your approach towards the visitors to your booth should be friendly,
and that your body language should reflect that. Try to find out what
aspects of you business the visitors are interested in, and that if you
can offer them specific solutions and information. The idea is to
attract, yet not intimidate or overwhelm them.
- Quickly following up the contacts you've made during the show allows
you to build the relationship further, and get an edge over other
businesses who haven't been as prompt in following up as you. Send
emails, call up, or provide the information your contacts asked for as
soon as possible.
Trade shows can be an excellent source of making new contacts and
striking new business deals, both invaluable for your business growth.
Consequently, if you've done your homework well and have participated
at the right medical trade shows and in the right manner, the returns
are pretty much assured.