Mendulang cuan saat pameran di masa pandemi boleh jadi susah-susah gampang, tapi bukan berarti tidak bisa diusahakan. Ingat, tujuan berpameran tak cuma cuan semata, melainkan juga bukti eksistensi di tengah pandemi.
Banyak perusahaan mengetatkan ikat pinggang selama pandemi, termasuk memangkas biaya dan menunda promosi produk atau jasa yang ditawarkan. Akibatnya, masyarakat mungkin mulai lupa akan merek produk atau jasa tertentu.
Nah, pameran bisa menjadi salah satu cara untuk mengingatkan masyarakat kembali bahwa sebuah brand produk atau jasa masih eksis di tengah pandemi. Walau memang, pengunjung pameran di masa pandemi dibatasi dan tak lagi seramai sebelum pandemi.
Hanya saja, angka penjualan seringkali tidak berbanding lurus dengan jumlah pengunjung. Bisa jadi juga, penjualan justru meningkat pasca pameran. Ibaratnya, pameran menjadi ajang perkenalan atau membangun kesadaran bahwa brand masih eksis.
Namun, ada tiga trik yang bisa dilakukan agar bisa mendulang cuan saat pameran:
- Diskon boleh, tapi jangan terlalu sering.
Siapa sih yang tidak tergiur diskon. Ini menjadi salah satu cara menarik minat konsumen. Hanya saja, Anda perlu berhati-hari menjalankan strategi diskon ini. Jangan sampai karena terlalu sering tebar diskon, konsumen hanya akan membeli produk saat Anda menawarkan diskon.
- Pilih pameran yang relevan dengan isu terkini
Dalam program Podcast di kanal YouTube MICE Indonesia, Founder Indonesia International Outdoor Festival (Outfest), TJ Anggara menjelaskan, saat ini isu-isu yang terkait pelestarian alam, lingkungan, dan kesehatan sedang naik daun.
“Saat pandemi, pendakian gunung tetap ramai, artinya orang memang rindu dekat dengan alam. Selain itu, masyarakat cenderung rela membayar lebih mahal untuk sesuatu yang lebih sehat dan ramah lingkungan,” jelasnya.
Tentunya, pilihan pameran apa yang hendak diikuti harus menyesuaikan dengan segmen pasar produk atau jasa yang Anda tawarkan.
- Manfaatkan digitalisasi
Pandemi sudah mengajarkan masyarakat agar peka dan cepat memahami teknologi. Digitalisasi pun sudah menjadi bagian dari kehidupan sehari-hari, entah untuk bekerja sampai berbelanja.
Nah, meskipun Anda sudah mengikuti pameran secara offline , namun kanal penjualan online tetap harus digarap. Misalnya saja, saat Anda mengikuti pameran secara offline , di saat bersamaan pula Anda menggelar pesta diskon di kanal e-commerce Anda.
Sekali lagi ingat, cuan tidak melulu uang tunai, potensi branding saat pameran juga penting diperhitungkan.
English
Making Exhibitions Profitable
Making a profit in an exhibition is not as easy as it seems, but it isn’t impossible. Remember, financial gain is not the only purpose. We’ve also got to sustain ourselves in the pandemic.
Many corporations are holding back during the pandemic, and it includes cutting costs and putting off product or service promotions. As a result, the public may have forgotten certain products or services.
Exhibitions can serve as a reminder that a brand still exists during the pandemic although indeed the number of visitors during the pandemic is not as many as pre-pandemic exhibitions.
The thing is, the number of sales is not proportional to the number of exhibition visitors. It is possible that sales will increase post-exhibition. Put it simply, an exhibition is like an introduction to build brand awareness.
However, there are three tricks that can generate revenue during an exhibition:
- Give discounts, but not too much!
Who doesn’t like discounts? It’s a good strategy to attract consumers. However, you must be tactful. Don’t give out discounts too often lest your customers will only buy your products when there is a discount.
- Choose an exhibition that is relevant to current issues
In our podcast on MICE Indonesia’s YouTube channel, Founder of Indonesia International Outdoor Festival (Outfest), TJ Anggara, explained that the current popular issues include environment and nature conservation as well as health.
“During the pandemic, mountain climbing is still popular, which means people miss being close to nature. In addition, people tend to be willing to pay more for something that is healthy and environmentally friendly,” he explained.
Of course, the exhibition of your choosing must be suitable for the market segment of the product or service that you offer.
- Utilize Digitalization
Pandemi sudah mengajarkan masyarakat agar peka dan cepat memahami teknologi. Digitalisasi pun sudah menjadi bagian dari kehidupan sehari-hari, entah untuk bekerja sampai berbelanja.
The pandemic has taught everyone to be aware and adaptable to technology. Digitalization has become a part of daily lives, be it for work or shopping.
Even though you have participated in an offline exhibition, it doesn’t mean you stop selling online. For instance, while doing an offline exhibition, you can give big discounts on your e-commerce channel.
Once again, keep in mind that a benefit isn’t always in the form of money. A branding opportunity during an exhibition is worth considering.
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