Las ferias son las herramientas de marketing más rentables para una empresa y multiplican sus oportunidades de negocio

Participar en una Feria es una de las herramientas de marketing más completas y rentables para cualquier empresa, según quedó de manifiesto en un Seminario de Marketing Ferial para Expositores dirigido a firmas participantes en los salones integrantes de ePower&Building, celebrado el pasado 13 de junio, en la Feria de Madrid, y al que asistieron representantes de un centenar de empresas.

En su intervención, el Director de ePower&Building, Raúl Calleja, aseguró que “las ferias son una herramienta que multiplica las oportunidades de conseguir grandes objetivos en poco tiempo, tanto comerciales, de comunicación, impactos, tiempo y agenda, ya que suponen una convocatoria masiva de un sector”.

Todas estas ventajas se materializarán en la segunda edición de ePower&Building, que se celebrará entre los días 13 al 16 de noviembre próximos. Una convocatoria que aglutina los salones de IFEMA relacionados con el mundo de la edificación: CONSTRUTEC, BIMEXPO, ARCHISTONE, VETECO, MATELEC y MATELEC LIGHTING. En las mismas fechas, vuelve a coincidir con estos certámenes el segundo MATELEC INDUSTRY. Bajo el lema «Transforming the way we build a Green World”, la convocatoria ePower&Building prevé reunir a 1.600 empresas expositoras –un 30% más que en la pasada edición de 2016- y a más de 80.000 visitantes profesionales, de 100 países, posicionándola como una de las principales plataformas europeas para el sector de la edificación.

Los asistentes al Seminario de Marketing Ferial para Expositores pudieron descubrir cómo obtener el máximo retorno de inversión a la hora de participar en una Feria, y cómo generar el máximo número de oportunidades comerciales. Además, conocieron cómo debe actuar el personal comercial presente en la Feria para reforzar la imagen de su empresa. Y cómo, cuándo y a quién comunicar para atraer tráfico cualitativo a su stand. Durante la jornada se expusieron también diversos casos prácticos.

Estrategia global

Raúl Calleja destacó la importancia de la Feria como herramienta de marketing y su integración en la estrategia global; el cálculo del ROI y las variables a tener en cuenta para maximizarlo, el método del 80/20, cuántos recursos dedicar a cada variable generadora de ROI y cómo generar tráfico al stand. Además, puso el acento en el Stand y su creatividad funcional al servicio de la rentabilidad; así como sobre el personal informativo y comercial que atiende y vende, y la estrategia de comunicación: cómo, cuándo, qué, a quién…

Según expuso, entre las variables que optimizan la presencia en la Feria tiene especial importancia “alinearse con la mente del visitante que se plantea por qué voy a la Feria, qué busco y qué me gustaría encontrar. Y orientar la participación a lo que viene a buscar el visitante, poniendo especial hincapié en cómo convoco, a quién, cuándo y para qué, qué ofrezco de diferente, cómo contacto con el cliente, cómo enseño mi producto, cómo realizo el seguimiento…”.

En el seminario, se destacó también la importancia del retorno y la inversión, y se apuntó la oportunidad de plantearse “cuál es la inversión necesaria para generar oportunidades e impactos de mi empresa” y “cuál es el máximo retorno que puedo extraer de mi participación en un evento”.

Raúl Calleja explicó las claves por las que una empresa expositora obtendrá el máximo rendimiento en su participación en ePower&Building. Planteó la fuerza diferenciadora que tiene el hecho de orientar la participación a demostraciones sobre los beneficios y ventajas de utilizar un determinado producto, así como de fomentar la participación del visitante en nuestro stand.

Además, recordó que para promocionar la presencia en el Salón y llevar tráfico hacia el stand, los expositores pueden utilizar todas las herramientas de promoción que la Feria pone a su disposición: canales de comunicación y difusión; boletines, redes sociales, acciones con medios…; soportes publicitarios opcionales; base de datos de visitantes; galerías de novedades; jornadas y formaciones; visitas guiadas; programa de invitados…

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