Author: Julia Voloshchenko, PR manager at Usetech. Expert of the international community PR ON THE GO. Over 5 years of experience in PR in IT and technology.
One of the largest events held each year, GITEX (Gulf Information Technology Exhibition) is a major technology exhibition that has been held in the UAE since 1981. Over 150,000 visitors from over 170 countries attend the exhibition every year.
In 2023, Usetech became a bronze sponsor of the event. In preparing for GITEX, I noticed that there was little material on the web about GITEX: What is the exhibition like? What do companies that want to participate need to know? So I decided to prepare an article and give 10 valuable tips to companies that decide to participate in the exhibition next year.
Tip 1: Determine the purpose of your trade show participation
This will determine what you do next: work with potential partners and customers, marketing and promotional strategy.
There may be several objectives:
- Attract new clients and partners
- Expanding cooperation and entering new markets
- Networking
- Sell your products and services
- Sponsor an event, be a speaker
The objective should be measurable. For example, refer to the SMART methodology and formulate your goal accordingly.
Tip 2: Highlight the key products and services you want to showcase at the show
You have probably prioritized the services and products that are most popular in your industry. Prepare all the necessary information about them:
- Description of the product or service
- Key challenges and problems the product or service solves
- Key cases and customers (preferably with testimonials)
- Demo videos, business cards and brochures that talk about the product or service.
All of this will help potential customers familiarize themselves with the information before the event and decide if they need the product or service. It is also not unreasonable to prepare or update design materials: presentation, logo, company/product/service website or prepare a demonstration video.
Tip 3: Define your company’s key messages and mission at the show
Why are you going to the show? What is your company’s mission? Statistically, audiences pay more attention to brands that have a clear vision and articulated mission. Develop some taglines that you will use as key messages.
Tip 4: Select the people who will be attending the show
A team can consist of 10 people or more (depending on the type of participation, especially at GITEX). But these 10 people should definitely include:
- CEO of the company
- CTO
- CMO
- PR Manager
- Sales managers
- Product architects, who will conduct a consultation and tell you everything you need to know about the product or service.
Tip 5: Hold a training session with employees on how to deal with customers
Training is never unnecessary, especially in the lead up to a big event! Think through your strategy, prepare materials and key talking points. Of course, not everything will go according to plan, because everyone’s interaction culture is different: some people like to spend time making small talk, while others are used to getting right to the point. But in any case, brushing up on your knowledge and negotiation skills is not a waste of time.
Tip 6: Familiarize yourself with the attendee list and highlight the key areas and industries that interest you.
A few weeks before the event, you can familiarize yourself with the exhibitors: both companies and products. The user-friendly interface of the GITEX PLUS app (a communication and meeting booking app) allows you to customize your search by area or country. Select the ones that interest you and start networking.
Tip 7: Start networking and booking meetings a month before the show
You can do all of this thanks to the GITEX PLUS APP. I recommend that you familiarize yourself with the exhibitors in advance and start sending emails and booking meetings because you won’t have time to do it later. Look at the exhibitor’s profile and write a personal message. Trust me, it’s a lot nicer than a generic mailing.
Tip 8: Develop a social media promotion strategy and content plan
Prepare feature articles, press releases and social media posting copy in advance. You can start writing press releases a month before the event and social media posts a month or 3–4 months before the event. The closer you get to the event, the more active you should be on social media, making announcements and reminding people how to find your company.
Tip 9: If there is an opportunity to speak at GITEX, take it
You can become a speaker or, if you wish, host your own workshop. This is a great opportunity to showcase your expertise and your company’s expertise, as well as increase your company’s brand awareness and build your own personal brand.
Tip 10: Follow up with attendees after the exhibition
You will probably agree with many people about opportunities to collaborate, book calls and meetings. It’s not unreasonable to remind them of these after the show with a quick note: “Good afternoon! We met you at GITEX! What were your impressions? We talked about possible cooperation, let’s set up a call this week and discuss this topic in more detail?”
Exhibitions of this magnitude are good because you expand your circle of acquaintances, learn more about a different culture and a different approach to doing business. This is why it is so important to cultivate and maintain relationships in today’s world.
Participating in GITEX is a great opportunity to meet representatives of different cultures, discuss business and solutions, and learn about the advanced technologies of global companies. Do not miss this opportunity!
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