How to Make Construction Events Work For Your Business

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One of the best marketing techniques in the building industry is the construction event. It's an opportunity to build new relationships and network for new leads.

In today's economy there isn't so much marketing budget available for most companies. This constraint makes it imperative to make the construction event work for you so that you fully optimise your investment.

Follow these tips and you'll be well on way to getting a good return on your investment:

Make Your Stand Visually Striking

Your stand will need to stand out from the crowd in order to draw the crowds to it. Your goal is to attract passers-by so that they want to converse with you. The best marketing messages are very clear, so make it obvious what your stand is promoting. The stand should also be clearly visible from a distance.

Think from the perspective of your target market - what would your stand need to look like in order to attract you to visit it from the other side of the exhibition hall?

Practice Your Spiel

You'll need to do your homework when it comes to planning your communications. It's at these types of occasions that the 'elevator speech' works well. Get clear about what your most important points are when speaking about your product or service. Make it benefit laden.

The next part of preparation should be the planning of how you will capture the names and contact details of your visitors. They may want you to send them details about your business.

However you choose to do this, you will need to select a method prior to the show, and get it set up for easy use.

Invite Your Guests

These may include your VIP contacts and any existing customers. It's a great opportunity for them to look around at other products in the construction industry. Not only that, it's a brilliant chance to spend more time with them to strengthen your relationships. They'll also be after-show opportunities to socialise together. However, don't go too heavy on the alcohol or you could affect your performance the next day.

Get Your Brochure Working For You

Holding back your brochure can work very well for you in construction shows. It's an opportunity to capture the name and details of the person asking for more information, before you hand it over.

Design your welcome process so that you break the ice with a chat. You should then be able to register their details so that you can send them further information. It's also a method of reducing printing costs, as you won't need so many brochures.

Special Offers Work Well

During a construction show is a great tine to run a promotional special offer for the attendees of the show. It will draw attention to you and people will want to know more about what you've got on offer - in particular if it's a very good offer.

Some construction businesses might opt to take advantage of a discount on an order made that very day, or perhaps offer a voucher that has to be used within a time frame.

Last Minute

Although your display will already be planned, you'll need to ensure on the day that everything works in your favour.

There will be environmental issues to check such as whether the furniture that you have been provided is suitable for its purpose. How close are you to the facilities and features of the show?

Remember that lunchtime should be taken away from the stand. It's very unprofessional to eat at the stand and leave a smell of food in the area.

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