A brilliant (and fun!) way to promote your business locally is to simply hire an area at an organised event. It not only lets residents and businesses know you exist but is a way for them to have a chat with you about your brand and what you do. If you make and sell products it allows you to display them, take pretty photographs for social media and for potential customers to see them before purchasing. If you offer a service, you can explain in more detail what you do and how you do it.
Choose the right event
Finding an event is the first thing to do. Make sure it is one that is relevant to your business. If you sell plastic packaging, for example, there is little point in advertising at an event promoting environmental awareness. Make sure it is a suitable match.
Ask the event planners what the average attendance has been in previous years so you know how popular it usually is. You also want to find out some demographic information where possible. Does your target market fall into the same category? You need to evaluate whether you think the exposure and potential sales will be worthwhile versus the cost you will incur.
Plan your promotional area
Your promotional area must look professional. Once you have established the size of the area available to your company you should consider how you will structure it. Whether it’s a 5m, 10m or even 12m area, temporary event structures from Showplace can create a high-end seamless look. The addition of promotional banners advertising your company will create a fabulous overall impression. If you intend selling products at the event consider how you will display them and obtain the necessary shelving or stands. First impressions make a lasting impression.
Advertise and promote the event
Whilst the event promoters will be doing their own advertising, you should do what you can to promote the event. Social media is a great way to spread the word.
Potential customers
Ensure that you take some form of customer enquiry form with you. The more information you can ingather about a potential client the better. The more names, the more potential for a sale. Make sure that your forms contain a GDPR authorisation. This permits you to contact clients at a later date. Once the event is over, contact anyone who enquired within a few days and log their details.
Give everyone visiting your promotional area a business card. They might not be ready to purchase now but if they have your details, they are more likely to contact you when they are.
Analyse the data
Once the event is over and during the months to follow, analyse your sales and enquiry data. Did the event bring the expected sales? Have you made a profit under the deduction of expenses? When you do take sales or enquiries, ask how the customer heard about you. Information obtained can be analysed which will allow you to decide whether future events will prove worthwhile.
