Medilink News Summer 2021 - Page 16

INTERNATIONAL

DEBUNKING COMMON MYTHS ABOUT INTERNATIONAL EXHIBITIONS A BLOG POST BY MELISSA ERWIN , medilink uk ’ s international officer
After more than a year of travel and physical events being postponed or affected , people are longing to get back to the normality of faceto-face interactions and building connections in person – and exhibitions are a great way to do this . They underpin many annual marketing plans and budgets , however , there are some common myths about this form of promotion that need debunking .
1 .“ We can rely on other sources of promotion ” The best of type of marketing for you will be dependent on your business , but using multiple methods ( targeted to your audience and goals ) is beneficial . Exhibitions allow you to meet distributors , buyers , clinicians and government officials . They provide a great opportunity to tick off multiple goals in a short space of time such as raising your brand awareness , networking and launching your product .
2 .“ We have exhibited here before ” Once you choose an exhibition , you should consider participating regularly as it can help strengthen your brand recognition and relationships with other annual attendees . Many companies attend the same one annually .
3 .“ We don ’ t know how ( or don ’ t have the time ) to follow up effectively ”
Follow ups are an integral part of any event attendance and ensure a good return on your investment . It is common to gather a lot of business cards but some organisers now offer lead data capture devices to streamline the follow-up process . Apart from personalised emails , there are also digital lead management tools that can be effective .
4 .“ We don ’ t have anything new to offer ” You may already have customers , distributors , partners etc . for your current products but generating new leads and brand awareness is a constant and necessary part of any business . You could also use the exercise to gather market intelligence and promotion of future projects or products .
5 .“ It ’ s expensive ” Exhibitions vary hugely in price , depending on the reputation and the market in which they are held .
It is often better to book early so that you have a broader choice ( and thus competitive rates ) for travel , accommodation and freight .
This is a big benefit of joining a pavilion , as dedicated partners can offer a great service and more cost-effective rates . Government funding is sometimes available to support eligible companies too .
6 .“ It ’ s time-consuming and a hassle ”
A lot of tasks in your business will be time-consuming but ultimately worthwhile if you plan correctly and utilise your time and budget well . Medilink offer a range of services to help make your experience stressfree , such as coordinating stand designs and having a full spectrum of support and advice .
7 .“ We are too small to get noticed compared with the industry leaders ”
It is inevitable that the key industry players will attend with a huge presence , however visitors all have their own agenda and will attend for different reasons . To stand out from your competitors , do your research and ensure your USP is clearly communicated .
8 .“ Most attendees don ’ t buy at the event ”
This depends on the nature of the business , product or service , and also if the exhibition allows it . However , if you have the correct sales technique and engage with your target audience , it will move them a step further along in the sales cycle , helping you to generate potential leads .
The International Team at Medilink UK plan the British pavilion or act as the UK agent for a range of healthcare exhibitions , supporting a variety of companies at every stage of their exporting journey . if you would like further information , please contact : international @ medilink . co . uk / 0114 232 9272
BOOK YOUR PLACE FOR THE WORLD ’ S LARGEST HEALTHCARE EXHIBITION WITH MEDILINK UK
Medilink UK offers British companies a range of high quality , cost-effective and consolidated exhibition stand packages at the World ’ s largest trade show in the Healthcare and Life Sciences sector , which has been running for over 40 years
Why book ?
• Fully furnished exhibition stand • Excellent location • Support with travel and accomodation • Competitive freight rates • Full pre-show administrative and logistical support • Refreshments and light lunches • In market assistance throughout the exhibition
• PR assistance • Access to any available funding ( subject to eligibility )
Contact our International Team : International @ medilink . co . uk / 0114 232 9272
MEDICA 2021 , 15 - 18 NOVEMBER , DüSSELDORF , GERMANY MEDILINK BRITISH PAVILION
FOR FURTHER INFORMATION OR FEEDBACK ON MEDILINK NEWS , PLEASE CONTACT :
pr @ medilink . co . uk WWW . MEDILINK . CO . UK
INTERNATIONAL DEBUNKING COMMON MYTHS ABOUT INTERNATIONAL EXHIBITIONS A BLOG POST BY MELISSA ERWIN, medilink uk’s international officer After more than a year of travel and physical events being postponed or affected, people are longing to get back to the normality of face- to-face interactions and building connections in person– and exhibitions are a great way to do this. They underpin many annual marketing plans and budgets, however, there are some common myths about this form of promotion that need debunking. 1.“We can rely on other sources of promotion” The best of type of marketing for you will be dependent on your business, but using multiple methods (targeted to your audience and goals) is beneficial. Exhibitions allow you to meet distributors, buyers, clinicians and government officials. They provide a great opportunity to tick off multiple goals in a short space of time such as raising your brand awareness, networking and launching your product. 2.“We have exhibited here before” Once you choose an exhibition, you should consider participating regularly as it can help strengthen your brand recognition and relationships with other annual attendees. Many companies attend the same one annually. 3.“We don’t know how (or don’t have the time) to follow up effectively” Follow ups are an integral part of any event attendance and ensure a good return on your investment. It is common to gather a lot of business cards but some organisers now offer lead data capture devices to streamline the follow-up process. Apart from personalised emails, there are also digital lead management tools that can be effective. 4.“We don’t have anything new to offer” You may already have customers, distributors, partners etc. for your current products but generating new leads and brand awareness is a constant and necessary part of any business. You could also use the exercise to gather market intelligence and promotion of future projects or products. 5.“It’s expensive” Exhibitions vary hugely in price, depending on the reputation and the market in which they are held. It is often better to book early so that you have a broader choice (and thus competitive rates) for travel, accommodation and freight. FOR FURTHER INFORMATION OR FEEDBACK ON MEDILINK NEWS, PLEASE CONTACT: pr@medilink.co.uk This is a big benefit of joining a pavilion, as dedicated partners can offer a great service and more cost-effective rates. Government funding is sometimes available to support eligible companies too. 6.“It’s time-consuming and a hassle” A lot of tasks in your business will be time-consuming but ultimately worthwhile if you plan correctly and utilise your time and budget well. Medilink offer a range of services to help make your experience stress- free, such as coordinating stand designs and having a full spectrum of support and advice. 7.“We are too small to get noticed compared with the industry leaders” It is inevitable that the key industry players will attend with a huge presence, however visitors all have their own agenda and will attend for different reasons. To stand out from your competitors, do your research and ensure your USP is clearly communicated. 8.“Most attendees don’t buy at the event” This depends on the nature of the business, product or service, and also if the exhibition allows it. However, if you have the correct sales technique and engage with your target audience, it will move them a step further along in the sales cycle, helping you to generate potential leads. The International Team at Medilink UK plan the British pavilion or act as the UK agent for a range of healthcare exhibitions, supporting a variety of companies at every stage of their exporting journey. if you would like further information, please contact: international@medilink.co.uk / 0114 232 9272 BOOK YOUR PLACE FOR THE WORLD’S LARGEST HEALTHCARE EXHIBITION WITH MEDILINK UK Medilink UK offers British companies a range of high quality, cost-effective and consolidated exhibition stand packages at the World’s largest trade show in the Healthcare and Life Sciences sector, which has been running for over 40 years Why book? • Fully furnished exhibition stand • Excellent location • Support with travel and accomodation • Competitive freight rates • Full pre-show administrative and logistical support • Refreshments and light lunches • In market assistance throughout the exhibition • PR assistance • Access to any available funding (subject to eligibility) Contact our International Team: International@medilink.co.uk / 0114 232 9272 MEDICA 2021, 15 - 18 NOVEMBER, DüSSELDORF, GERMANY MEDILINK BRITISH PAVILION WWW.MEDILINK.CO.UK