In the past four weeks, Bunting Magnetics Europe has exhibited at two major UK shows, both staged at the NEC in Birmingham. On show were a range of Magnetic Separators and Metal Separators, all focused on helping companies remove or recover metals. But were the exhibitions worth all the time, cost and trouble?
Exhibitions in today’s busy world have changed in the last decade. Generally, there are fewer visitors who attend the show for less time, with demands back at their office or site taking priority. So why would they take the time to visit a particular stand and what can be done to maximise results at the show. For the two shows that Bunting attended, RWM (the leading recycling show in the UK staged annually) and Interplas (a tri-yearly show dedicated to plastics), a more proactive approach was taken. Some of the activity included:
1. Informing the media what was going to be on show and any special announcements;
2. Informing customers, mainly using social media, and communicating messages about the show;
3. Arranging dates and times to meet customers on the stand;
4. Set a plan and strategy before attending the show;
So what worth is there in being at an exhibition?
1. A chance to meet people and put a face to a voice or email address;
2. A chance to showcase equipment, highlighting simple things like the size and the quality;
3. A chance to visit other stands, seeing what developments there are in the industry, speak with potential customers and partners and share market knowledge;
This proactive work laid the foundation to two successful shows with the sales team now travelling the length and breadth of the UK following up leads and visiting customers. For Bunting Magnetics Europe Ltd, both RWM and Interplas were successful, but it is doubtful whether the same can be said of all other exhibitors.
Photographs from both exhibitions can be seen on the Bunting Flickr site and on the Paul Fears Photography website. Details on how to maximise the potential of an exhibition is further explained by Fab Exhibitions