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2-6 February 2020

INDUSTRY OPINION: View from the show floor at Jewellery & Watch

02 Apr 2019

With jewellery industry events experiencing challenging times and a lack of market participation globally, Jewellery & Watch event director, Kirsty Broere offers insights into how ITE Group is embracing the power of live events.

At ITE Group we are passionate about live events. Our research shows that if our customers achieve their objectives and feel they’ve achieved a good return on their investment, they are more likely to return to Jewellery & Watch – time and time again. This is where ITE Group’s ‘Customer Success’ division plays a crucial role.

We are supporting customers with pre-event planning and are available to offer practical advice on how to get the most out of Jewellery & Watch and achieve their objectives.

For our customers we have developed a series of guides, relevant for first-timers at trade shows or those experienced in exhibiting. Firstly, we have our ‘Potted Guide to Exhibiting’, a timeline that covers the basics at every stage and explains key activities to carry out, month by month, throughout the entire 12-month exhibiting cycle.

We also share a ‘Top Tip Tick List’ which outlines advice broken-down into pre-show, during and post-show lists. A great tip for post-show is – say thank you and never give up! Email your database and use social media to thank all of those who visited you, adding to what a great success the show was. It’s important to make those who didn’t visit feel like they missed out. Who knows, you might attract interest from unexpected places.

Picking up the phone to the leads you generated at our show once, twice, thrice does not make you a nuisance. In fact, 80% of sales are only made on the fifth to the twelfth point of contact.

Social media, the sooner you start, the sooner you reap the benefits. This is all about relationship building, and it tends to grow exponentially as your followers tell their friends, and their friends and so on. The sooner you start, the sooner you’ll be able to start growing that audience.

For J&W to be a success for you, we believe you need to have a social media strategy in place before, during and after the show. A good place to start is deciding on the right social media channels for your key audience. Before the show, decide on your hashtags. You need to know which hashtags will help drive more targeted traffic to your stand, for example event hashtags and unique hashtags to your brand, products or services. And these should be included in all marketing initiatives and on all promotional material before J&W to create maximum exposure.

During J&W, share everything! Whether it’s images of your sales and marketing teams or live streaming to connect with potential customers. Whilst you are busy exhibiting and meeting with potential clients face-to-face, don’t forget about those connecting with you online. Have a member of staff responsible for monitoring, listening and taking part in conversations about your business online.

After J&W, even once the show has finished, your work still continues. This may include thanking customers and prospects, email marketing, personalised emails, sharing images on social media and calling every new contact made.

From our extensive visitor research, we have no doubt that live events such as J&W do change buyers’ minds. Before the event 37% of people thought they would make new contacts and by attending, it would make buying easier.

This doubled to 76% following the event. If you are a customer of J&W and are interested in receiving our guide or receiving assistance from one of the Jewellery & Watch team, please get in touch, we’d love to hear from you! sales@jewelleryandwatchbirmingham.com

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