Trade fairs are still an excellent way to generate leads and strengthen customer relationships. However, many companies struggle to see a return on their investment. Visitors don’t always come with the intention to buy—they’re often looking for inspiration or meeting with existing suppliers. This doesn’t mean trade fairs have lost their value. You just need to adjust your approach, and digital marketing is the key to making it work.
Reach your audience before the fair
These days, visitors carefully choose which stands to visit. That’s why it’s crucial to get on their radar before the event even begins. Using tools like Marketing Automation, you can warm up (potential) customers ahead of time. Think of personalized emails that not only invite them but also cater to their specific needs. Use your data smartly: offer your top clients an exclusive VIP visit, and spark the interest of new leads with engaging content that makes them curious about your booth.
From fair visitor to Sales Qualified Lead (SQL)
At the trade fair, it’s not just about gathering Marketing Qualified Leads (MQLs)—it’s about turning those leads into ready-to-buy customers. How do you do this? By collecting the right information on your visitors during the fair. Who stopped by? What were they interested in? How likely are they to make a purchase? These kind of question scan be asked and stored with the help of a digital scanning tool.
Our experience shows that combining personal interaction on the trade floor with digital marketing is incredibly effective. While your team is having face-to-face conversations, your marketing tools can automate follow-up actions. For example, sending a personalized follow-up email with more product information to a potential customer who asked specific questions. This keeps the conversation going even after they leave your stand.
The art of follow-up: Keep your event alive
The real work begins after the fair. With marketing automation, you can tailor your follow-up strategy for each visitor. For someone who was already enthusiastic during the event, you can send a concrete offer right away. For those still in the exploratory phase, provide them with additional content, like a whitepaper or product demo video. This way, you stay top-of-mind while they continue their research.
Not only is this approach efficient, but it also increases the likelihood that your trade fair participation will lead to actual sales. With smart follow-up and automated marketing, you can convert MQLs into SQLs and close more deals.
Get more ROI from your trade fairs
With our Playbook “Digital Marketing & Trade Fairs,” you’ll have a complete 7-step plan to help you effectively use digital marketing before, during, and after the fair. This plan will boost your reach, strengthen customer relationships, and drive more sales. Trade fairs remain a powerful tool in the foodservice industry, as long as you follow the right digital strategy. Ready to make your next trade fair a success? We’re here to help!
It’s absolutely possible to earn back your trade fair investment—if you use digital marketing to convert leads into buyers.
