Ten tips for success at the 2015 event from Fruit Attraction managing director Raúl Calleja
Organisers of this year’s Fruit Attraction aim to attract 1,000 companies and 46,000 professionals from 90 countries.
At a recent workshop organised by the 5 al Día organisation, Fruit Attraction managing director Raúl Calleja shared his advice on how to maximise success from this annual event in Madrid.
“You’re not buying square metres but the interest of thousands of clients. It’s a commercial tool for starting business relationships with operators worldwide and increasingly the market international buyers use to select products,” Calleja stressed.
Here are his tips:
1. Organise your participation together with the FA15 organisers
Find out what tools they can put at your disposal and let them share their experience to develop your strategy.
2. Stand out from the crowd
Create a message to communicate that is specific to Fruit Attraction 2015 and that will capture the attention of your targets.
3 Ensure this message appears in all you do to promote your participation
It should take centre stage in your stand image, corporate identity, pre-show, invitations, ads in the trade press. the goal is to make yourself a must-see at FA15! Get people talking about your company and products before the event – create expectations and interest.
4. Pre-show calls to action & organisation
Create an enticing invitation for your desired visitors telling them where you’ll be and why to see you. It’s not enough to just say “Visit us”.
The goal is to generate traffic to your stand with pre-show marketing and promotion. Consider sharing promotion costs with other companies. Organise social media, web banners, newsletters and so on.
5 Make use of the Fruit Attraction programme for international guests
You may be able to invite someone with their costs paid.
6 Harness the tools for exhibitors in the Trade Meeting Point
7 Get your stand design right
Research shows that when someone enters a stand area, with their eyes they look around left to right but physically they usually move from right to left. Keep this in mind and orientate your stand accordingly.
8 Prepare your team for the stand.
Your stand is a point of reception so your representatives should always be identified in some way so visitors know who to speak to. Your stand should also be a centre of organisation that helps optimise your time.
9 Make your stand design the most functional possible
Remember, it’s your headquarters while you’re there.
10 Take advantage of all the promotional tools that FA15 puts at your disposal
Fruit Attraction web: www.ifema.es/fruitattraction_06/
See Calleja’s original presentation in Spanish via the link here.