For almost 25 years now (since 1993), the Middle East Coatings Show has been the go-to show for those who supply the raw materials and/or manufacture the equipment for the coatings industry. Consider it to be an annual meeting place in the Middle East region, one that you should look forward to for obvious reasons. And if you do decide to exhibit, here’s how you could get the most out of your participation:
Have your objectives in black & white – Whether you want to meet new prospects or showcase a new product to your existing clients, or simply plan to increase your brand recall value, make sure you are done identifying your goals before the show. Only then can you make the most out of any show; the Middle East Coatings Show (MECS) Dubai 2018 is no exception.
Forge some social connections – Of course, you’d be following up with the prospects after the show; every exhibitor does that, but it is even more important to connect with them before the show. Use social media platforms like LinkedIn and Twitter to your advantage – follow them and get the word out – let them know that you are exhibiting at the show, and do anything and everything to make a lasting impression. The endgame is to ensure that they remember you, should they attend.
Bonus Tip – You could announce your participation on different social media platforms and even let the prospects know your stand number, using the hashtag #MECS18. It’s also a good idea to use the show’s social media channels to get as much exposure as possible.
No shortcuts please – You may be tempted to send the same message to your prospects that you would to your customers, but please don’t do so. Tailor your marketing communication for your own good – when a custom message can do wonders, why not use one?
During the Show
Get your staff all prepped up – Whether you are thinking of sending your internal staff for manning the stand or have a team of sales professionals on board, who could crack a deal or two, make sure they are already with the answers to the possible questions. It’s advisable to send over experts so as to show off your knowledge and expertise, and of course get an edge over the competition. Whoever is at the stand should have undergone some sort of training, or else they may end up warding off the prospects, unknowingly.
Again, do everything you can – As discussed, don’t resort to shortcuts. Speaker sessions, for instance, can be overwhelming, but if you are at the show, better grab the chance, and convince the visitors that your products and services are indeed better than that of the competition. Product demos could also be of great help, even more, if you have recently launched a new one.
Wow with technology – Your prospects, especially the millennials, will come your way, only if you give them a reason to – technology does just that – with interactive screens and AR and VR, you could be the crowd magnet at the Middle East Coatings Show (MECS) Dubai 2018. Isn’t that what you want?
Thank your prospects – Even those who didn’t turn up should feel like they missed out on something important; do it in a subtle yet clever way. Also, email all of your databases and use social media to express gratitude. Those who visited you at the show made it a success for you and must be thanked. And yes, do pick up the phone and start with the follow-ups as soon as you are back from the show.