Forget everything that you, as an exhibitor, have learned about trade fairs. Simply waiting for sales leads to accumulate at trade fairs no longer works. While in the past many exhibitors have been able to rely on the pull effect of global corporations being there as well, these days they have to attract their own booth visitors.
What visitors expect from a trade fair has changed massively as a result of the pandemic. They want to be optimally informed not only during, but also before and after the trade fair.
There’s no doubt that companies with a trade fair booth must invest in visitor advertising. Only this guarantees many booth visits, trade fair leads and subsequently sales.
To learn how visitor advertising BEFORE a trade fair is done professionally, see my blog post “Trade fair marketing – how to gain new customers effectively”.
Today’s blog post is about how to approach potential customers AFTER the trade fair in order to win even more trade fair sales leads.
Contents
â–¶ Gaining trade fair leads: the innovative 3-phase model
▶ What exactly is “analytica extended”?
â–¶ For which visitors is analytica extended particularly well-suited?
â–¶ How does analytica extended benefit you as an exhibitor?
â–¶ Which companies can participate in analytica extended?
â–¶ How can companies participate?
â–¶ How are the contents presented at analytica extended?
â–¶ How do potential visitors find out about analytica extended?
â–¶ Conclusion: gaining new customers is more economical online than offline
Gaining trade fair leads: the innovative 3-phase model
Until 2019, two rules about trade fairs were regarded as sacrosanct:
- 1. Trade fairs take place in exhibition halls
2. Visitors only have access while the trade fair is ongoing
This has changed fundamentally. Today, trade fairs can take place on-site in exhibition halls, purely digitally, or in a hybrid format. For analytica 2022, the trade fair company Messe MĂĽnchen is introducing an innovative 3-phase model that will get you, as an exhibitor, more trade fair leads.
Phase 1
As an exhibitor, start informing potential visitors as early as 6 weeks before the trade fair begins by means of the analytica Preview.
Phase 2
Over the four days of the analytica, exhibitors and visitors will have the opportunity to communicate in a “real” on-site trade fair setting.
Phase 3
In the third phase, “analytica extended” will allow the potential customers who were unable to go to Munich to take advantage of a purely digital extension of the trade fair.
What exactly is “analytica extended”?
Although the official analytica extended is not a virtual trade fair, it is immensely effective and economical for participating companies.
From 25 June to 8 July 2022, so immediately following analytica 2022, users from around the world will be able to access information online for 14 days, around the clock and free of charge.
Generating trade fair leads at analytica extended
On the analytica extended website, visitors wTextfeldill discover industry highlights and innovations, regardless of whether or not a company exhibited on-site in Munich. In other words, analytica extended can be used by all companies that want to attract customers in lab technology, analysis and biotechnology.
For which visitors is analytica extended particularly well-suited?
Participating companies can use analytica extended to reach potential customers who cannot go to Munich.
For example:
- Adam, who is looking for a supplier. But traveling from California is too expensive and time-consuming for him.
- Lisa really wanted to go to the trade fair to look at the latest pipettes. But she has a bad cold, so she can’t make the trip.
- Paul made a late decision to attend the trade fair. But affordable hotel rooms are no longer available.
- Helen isn’t allowed to go this year because an audit will take place in the very week of the trade fair.
But even visitors who are indeed going to Munich will appreciate analytica extended. We’ve probably all experienced this typical issue at a trade fair: you intend to visit company X’s booth, but then company Y takes longer than planned, leaving no time left for the scheduled meeting.
analytica extended allows people to “visit” your company even after the trade fair and find out about your company’s latest products.
How does analytica extended benefit you as an exhibitor?
Exhibiting at analytica extended will increase your company’s reach and global visibility, gaining you high-quality trade fair leads. How do we know? The experience we gained with the purely digital “analytica virtual” trade fair, which took place in October 2020.
This virtual trade fair had a significantly higher proportion of international visitors than the on-site analytica: 50.4% compared with 40% on site in Munich at analytica 2018.
The proportion of visitors from more distant parts of Germany was also higher at analytica virtual. Conversations with such visitors revealed their reasons for participating:
- No time lost travelling to the venue and back, unlike for on-site trade fairs.
- In past years, travel to Munich had never been approved for a variety of reasons. The virtual format allowed participation for the first time.
Which companies can participate in analytica extended?
Participation in analytica extended is possible for all companies in the industry, even those that have not booked a booth for analytica 2022.
Exhibitors at the on-site trade fair can build on the momentum of the analytica, and at an attractive price. The other participating companies will gain access to analytica’s exclusive group of visitors at little cost.
By participating, all exhibitors will benefit from presenting their products, white papers, webinars as well as other content online for 14 days following the 4-day analytica.
How can companies participate?
The focus of analytica extended is on generating trade fair leads. This is achieved by:
- Presenting products
- Presenting white papers
- Offering webinars
You’ll be able to introduce new products, present interesting white papers about applications and methods, and inspire visitors with exciting webinars.
By the way, webinars are particularly well-suited to generate plenty of trade fair leads. The analytica virtual 2020 figures impressively demonstrated this:
- â–¶ An average of over 100 participants per webinar
â–¶ The top 10 webinars averaged 325 participants
Read more in the blog post “Why webinars are so valuable for B2B companies”
For every company and every budget, there’s the right exhibitor package to gain trade fair leads:
- Package S: “Be there too” for €2,740
Package M: “Present” for €5,598
Package L: “Convince” for €8,334
Package XL: “Stand out” for €9,925
Gaining trade fair leads through suitable advertising packages
You can expand each package as you wish to gain even more trade fair leads: order more webinars, more products, more white papers, more newsletter entries, live chat, …
One thing’s clear: presenting your products, white papers and webinars generates trade fair leads more economically than at a booth. That’s what exhibitors experienced at the analytica virtual.
How are the contents presented at analytica extended?
Visitors to analytica extended will experience that your company’s presented contents are well structured. Depending on the package ordered, they’ll get an overview of what your company is offering on your company’s overview page.
Visitors find content quickly on your company´s overview page
Product premieres and innovations in the spotlight
It takes only a single click to get an impression of what you are presenting. A snappy headline will create interest, and upon clicking “Learn more” the linked detail page will open with all your information about the product.
Well-arranged presentation of your products at analytica extended
If impressed by what they read about your product, potential buyers can send you an inquiry straight away. You’ll immediately receive a GDPR-compliant trade fair lead, and can proceed from there.
By the way: visitors experience a quick response as a pleasant surprise. This can set you apart from competitors. Most companies still take far too long to process inquiries.
White papers and webinars: the highlights at virtual trade fairs
White papers and webinars have proved particularly effective to gain trade fair leads at virtual events. We’ve come up with something special for the webinars: you can communicate live with the participants via video meeting and answer questions immediately.
Generate trade fair leads with white papers and webinars
Brochures and application reports – every download is a trade fair lead for you
You’ve probably experienced this at on-site trade fairs: visitors like to take a product brochure with them immediately to look closer at your solution when returning. But as an exhibitor, taking thousands of brochures along with you to the booth is simply too much hassle.
Gaining trade fair leads through product brochures and application notes
At analytica extended, both sides get their way: you can present your brochures online effortlessly and visitors can conveniently download your brochures or application notes.
What’s important is to present as many brochures and application notes as possible. Every download is a GDPR-compliant trade fair lead for you.
Ganz wichtig: Präsentieren Sie so viele Broschüren und Applikationsberichte wie möglich. Denn jedes Herunterladen bedeutet für Sie einen DSGVO-konformen Messelead.
How do potential visitors find out about analytica extended?
he official analytica extended uses the contact data of former analytica visitors and new visitors to analytica 2022 for visitor advertising. So no less than 80,000 addresses are available for use via this channel.
Additionally, active exhibitors will once again invite their existing and potential customers to their booths.
The exclusive trade fair newsletter adds a further option to advertise for visitors. It presents the highlights of analytica extended and is sent to all visitors of earlier analytica trade fairs.
Conclusion: gaining new customers is more economical online than offline
There are three reasons why you should participate in analytica extended:
- 1. You’ll gain fresh trade fair leads with minimal effort. That’s because previous visitors to the analytica trade fairs since 2016 will be invited and can easily participate.
2. You’ll reach potential customers who, for various reasons, may not or cannot travel to the on-site analytica in Munich but are nevertheless interested in what exhibitors have to offer.
3. Presenting a mix of products, white papers and webinars generates trade fair leads more economically than at a booth. This is exactly what successful companies participating in analytica virtual have experienced.
If you’d like to find out more about the opportunities that analytica extended has to offer, call one of our experts for trade fair leads at
+ 49 30 / 965 368 451
or click below now:
