Exhibits in information markets

Often we participate with an exhibit in an information market because we feel we have to be present. Presence can be an objective. But it is more strategic to formulate specific communication objectives: e.g. expand the relation network with at least 50 people. It means collecting business cards and doing a mailing or other forms of follow-up afterwards. It helps when the stand has one clear message and not too much information. It also helps when you have some trinkets, sweets or fruits that make passers-by slow down to pick it up and provide a reason to start a conversation, surf the product (songs) on the computer or take interest in the hand outs. Have an action proposal, e.g. "come to the concert tonight". These were some of my lessons learned when representing my wife at the Dutch Jazz and World Meeting Information Market ten days ago - along with another hundred suplliers of jazz and world music in Amsterdam, where she did one of the showcases in the evening. I collected 50 cards of international producers and organizers of a festival. And today I received the first response on the follow-up mailing I did last week.