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If you have already had the opportunity to participate in a fair, you will surely know that, on exhibition days, you have to deal with dozens if not hundreds of different visitors!
It is essential to try to obtain contact details (email or mobile phone number) from these people so as to be able to maintain a relationship with visitors once the event is over.
Contacts are important
Visitors to the fair are all potential customers. For this reason it is essential to analyze and classify them in order to focus only on those who may turn out to be important customers, which are always a small portion compared to all the visitors we met during the event.
Visitors to the stand can therefore be classified as follows:
- Generic visitor
- Target visitor: visitor potentially interested in the company
- Stand visitor: visitor attracted by the display effectiveness of the stand but not necessarily interested in our company
- Contact visitor: visitor with whom an informational contact is established
- Sales contact visitor: visitor with whom, after the fair, sales contacts are generated
Each person has their own history, values and culture; to be able to create a relationship you need to get to know him: imagine his life, ask questions with curiosity, try to understand his tastes, the other companies he is following and which he considers leaders, his professional and personal challenges.
once these aspects have been clarified, you can start thinking about:
- what priority to give to contact management
- manage and take care of the relationship with him
- how your products or services can help them
- prepare, write and present the business proposal
When and how to contact visitors
Usually, before making contact with potential customers, it is advisable to spend a few days after the meeting.
The reason is that during the fair the visitor had to deal with dozens of exhibitors who probably offered him similar solutions, and it is very likely that he needs a few days to unconsciously elaborate the different solutions that have been proposed to him.
The best thing to do, therefore, is to let 4-5 days pass and at that point get in touch with the visitor via an email, thanking him for visiting the stand, proposing an offer that might interest him or reopening the speech you addressed during the fair.
To get a more precise picture of visitors, it might be useful to create a card for each contact in which to enter the visitor's contact details and the offer you want to propose.
This type of activity is also useful for keeping track of the development of the relationship with visitors and understanding whether participation in the fair has proved useful or not.
Therefore, organize your participation in the fair immediately with a view to collecting and effectively using data:
- to immediately skim the contacts interested from those less interested, prepare an agenda for appointments and a series of ad hoc questions
- uses digital spreadsheets to collect names in a functional format
- directly register those interested in the newsletter
With an event platform like Letzfair the process of collecting visitor contact data is even simpler and more intuitive.
If you are interested in a solution that, among the many features, can simplify the process of exchanging contact details between exhibitors and visitors, helping them to maintain a relationship with the visitor even after the event is over, request a demo!
