Secrets to making the most of trade shows and markets for your business

Last modification : 05/13/2024 04:52 PM

Introduction to Fairs and Markets

Fairs and markets, as well as thematic exhibitions, offer an exceptional opportunity for companies to promote their products and services, to make themselves known and to attract new customers. Whether in a place dedicated to a particular theme, in a specific town or in a more general space gathering merchants, producers and amateurs, these events are an unavoidable meeting point for the market actors.

In this article, we will reveal the secrets of how to take advantage of these events, by setting up research strategies adapted to the dates of these events, and by making the best use of the space at your disposal to boost your business.


Choosing the right fairs and markets

Evaluate the relevance of the event

Before registering for a trade show or market, make sure it fits your industry and your target audience by considering the nature of the spaces and worlds offered. Analyze previous events to determine if they were successful and if they attracted the audience you are targeting, especially those in your area.

Also, look at the transactions at these events to estimate the demand for your products or services. Finally, consider the production and quality of other participants to ensure that the market is in line with your expectations and goals.

Analyze the competition

Find out about the other exhibitors and evaluate the competition by taking into account the quality of the products or services offered, their network and their positioning on the available spaces. If you are the only one in your field at this edition, this could be an opportunity to seize. If not, think about how you can stand out from your competitors, for example by proposing a differentiating quality charter or by highlighting distinctive elements of your offer.

Preparing your stand

Designing the market stand

Your stand is your showcase and must reflect your company's image, making it easy to identify among the other sites present. It must be attractive, functional and well organized. Think about the layout, colors and decorative elements that attract the attention of visitors.

Make sure that your stand stands out in an original way and clearly represents the author of the products or services offered, highlighting the specificities of your municipality or your company. Also take into account the space you have available to best organize the place and facilitate the circulation of visitors around your stand.

Pre-event promotion

Communicate the dates of your presence at the fair or market in advance by clearly identifying the place, date and name of the event in your calendar. Use your social networks, your website, the pages dedicated to your territory and your mailing list to inform your customers and prospects of your participation. Don't hesitate to mention the special offers or animations you will propose on the market to encourage them to come and visit you during this important date.

Effective sales techniques

Body language

Body language plays a crucial role in communication and can influence the results obtained at the market or fair. Adopt an open and welcoming posture, smile and make eye contact with visitors as they pass through your exhibit area. These simple gestures, such as a genuine smile and attentive listening, can promote engagement and encourage potential customers to stop by your booth. Every time you interact with a visitor, remember to convey the positive image of your brand through your attitude and body language.

Verbal communication

Be clear and concise in your explanations. Present the advantages and complementarities of your offer to the amateurs who stop at your booth. Adapt your speech according to the person you are talking to, taking into account their needs and expectations. Do not hesitate to ask questions to better understand the needs and expectations of your potential customers, and thus find the best way to highlight your place in the market.

Build relationships with customers

Collect information

Take advantage of the market to collect contact information for visitors from a different city or interested in local producers. Offer them to subscribe to your newsletter, to participate in a contest or to fill out a contact form. This information will allow you to contact them later, analyze the results of your participation in the fair or market and develop your potential customer base.

Follow up with prospects

After each trade show or market, take the time to evaluate your performance. Analyze the number of visitors, sales made, contacts collected and appointments made. Take into account the prices charged, the locations and the dates of the events to identify the strong points and the areas for improvement. Also consider the complementarity of your products or services to optimize your participation in future events.

Leveraging Social Media

Social media is a great way to promote your business during and after fairs and markets. Share photos and videos of your booth, proposed animations, purchases made by customers and testimonials from satisfied customers. Use hashtags specific to the event, dates and town to reach a wider audience. Showcase the results of your participation, announce upcoming events and dates, and encourage interaction between participants and interested visitors.

Evaluate and improve your performance

For all markets and fairs, take the time to evaluate your performance, whether in the city center or elsewhere. Analyze the number of visitors, sales made and contacts collected, including those obtained through word of mouth. Identify strengths and areas for improvement, taking into account the appointments made and the promotional pages used. This way, you can optimize your participation in future events.


Fairs and markets are opportunities not to be neglected to promote your company and attract new customers, whether in your country or elsewhere. By following these tips and adapting your strategy according to your objectives and the dates of the events, you can take full advantage of these opportunities.

Also, use the pages of your website to announce your participation and the dates and each prize you will offer. This way, you can boost your business, whether it's in the city center or on a busy street.

Market stand


How do I choose the right fair or market for my business?

Assess the relevance of the event to your industry and target audience. Analyze past events to determine if they were successful and if they attracted the audience you are targeting.

How can I attract more customers to my market booth?

Prepare an attractive and well-organized booth. Communicate about your presence in advance of the event and offer special offers or entertainment to entice visitors to visit.

What are the key factors for a successful market?

Choosing the right event, preparing an attractive booth, mastering sales techniques, building relationships with customers, leveraging social networks and evaluating your performance are all key to successful trade shows or markets.

How can I evaluate the success of my participation in a fair or market?

Analyze the number of visitors, sales made and contacts collected during the event. Identify the strong points and areas for improvement to optimize your participation in future events.

Is it necessary to participate in trade shows or markets to make my business successful?

Attending trade shows or markets can be a great way to promote your business and attract new customers. However, every business is different, and it is important to determine if these events are appropriate for your market and what you sell (fruits, vegetables, antiques, books, etc.).

Are there better dates or days to attend markets and fairs?

It is generally better to participate in markets and fairs on Wednesdays and Sundays, as these days often attract more visitors. Many people are free on these days and take advantage of their time to stroll around and discover the stands of the markets and fairs.


Manon Le douaran

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