Opening of the exhibition

Joint panel session by the Union of Builders of the Republic of Kazakhstan and KazGBC

Joint panel session of the Union of Chemists of the Republic of Kazakhstan and the Association KAZHIMIYA

Joint panel session of the Union of Chemists of the Republic of Kazakhstan and the Association KAZHIMIYA

Международная выставка товаров для дома, дизайна интерьера и декора

INTERNATIONAL EXHIBITION for INTERIOR DESIGN, HOUSEHOLD GOODS AND DECORATION

  • 22-24 мая 2024
  • Астана, Казахстан

INTERNATIONAL EXHIBITION OF PAINT AND VARNISHING MATERIALS AND COATINGS, RAW MATERIALS, EQUIPMENT AND TECHNOLOGIES FOR THEIR PRODUCTION

  • February 24-26, 2025
  • Astana, Kazakhstan
Eng
Kaz
Рус
Eng

TIPS FOR SUCCESSFUL PARTICIPATION IN THE EXHIBITION

Participation in an industry exhibition is one of the most effective B2B marketing tools. Here you meet real buyers, distributors, industrial enterprises, and potential partners. Proper preparation increases the number of contacts, raises brand awareness, and directly affects sales.

Below are recommendations to help you get the most out of your participation.

01

Team Preparation

The main task of the staff is to professionally represent the company and its products, quickly identify visitors’ needs, and smoothly guide communication into a business-oriented format.

Required:

  • The booth must be staffed by trained specialists who know the product well and can clearly explain its advantages, areas of application, and competitive differentiators.
  • Each team member should be able to handle 2–3 conversations in parallel.
  • Appearance: a unified dress code, name badges, confident and friendly behavior.
  • Prohibited: using mobile phones, ignoring visitors, or chatting among themselves in a way that creates a “closed” booth impression.
  • Important: exhibitions are always attended by technical directors, procurement managers, and company executives. One poorly prepared staff member can result in a lost major contract.

02

Booth Design and Visual Materials

What must be included:

  • A clear logo and recognizable brand identity.
  • The company’s key areas of activity.
  • Large visual elements and short, sales-driven messages — a visitor should understand what you do within 2 seconds.
  • Tip: If you are exhibiting equipment or product samples, place them closer to the aisle. This significantly increases visitor engagement.

03

Inviting Clients in Advance

The organizer ensures overall visitor traffic, but your task is to bring in your target audience.

What is important to do:

  • Send personalized invitations to your database at least 2–4 weeks in advance.
  • Clearly indicate:
  • the date and venue of the exhibition,
  • your booth number,
  • a contact person for the meeting.
  • Tip: Ask clients to confirm their visit and schedule a meeting time in advance — this will help you collect the highest-quality leads.

04

Promotional Materials and Giveaways

A visitor should leave the booth with materials that will help them remember your company.

Recommended items:

  • brochures,
  • flyers with technical information and key benefits,
  • samples (if applicable),
  • branded pens, notebooks, and bags.

These are relatively small investments that deliver a strong impact in B2B.

05

Active Visitor Engagement

Standing out among dozens of companies is possible through simple methods:

  • a promoter in the aisle near the booth;
  • a video presentation or promotional clip on a screen;
  • live demonstrations of equipment or products;
  • presentations and mini-pitches every 30–60 minutes.
  • Important: visitors are drawn to where there is “activity” — create that sense of movement.

06

Common Mistakes Made by Exhibitors

Mistake 1: Only one manager at the booth

It is physically impossible to handle the visitor flow alone. Losses can reach up to 60% of potential clients.

Mistake 2: Collecting business cards only

If you don’t establish contact, verify the phone number, or send a follow-up message, the lead will be lost.

Mistake 3: No unique exhibition offer

At an exhibition, clients have options.
If you don’t offer a bonus or a limited-time deal, they will go to a competitor.

Mistake 4: Staff sitting down, a “closed” booth energy

One of the main barriers to effective B2B networking.

07

Unique “Exhibition-Only” Offer

This is one of the most powerful tools for accelerating decision-making.

Examples:

  • a discount on the first batch of raw materials,
  • free tests or laboratory trials,
  • free sample delivery for orders placed during the exhibition,
  • extended technical support.
  • Goal: create a strong incentive for faster decision-making.

08

Who Attends Our Exhibitions (How to Classify B2B Visitors)

Visitors can be divided into several types:

Buyers ready to purchase now

They come looking for solutions and ask about prices and terms. These are “hot leads” and should be prioritized.

Specialists researching the market and planning purchases later

Very valuable contacts — with regular follow-up, they often convert into clients.

Visitors comparing offers

They are looking for the best conditions, technology, value, and logistics.

Manufacturing companies seeking new suppliers

Ideal visitors — your core B2B target audience.

Distributors and traders

Always looking for new products, brands, and exclusive partnerships.

Engineers and laboratories

Searching for technical solutions, equipment, and raw materials.

09

How to Communicate with Visitors

Your managers should:

  • identify the visitor’s needs within 30–60 seconds (“What type of production are you sourcing raw materials for?”),
  • give a short, clear explanation of your key advantages,
  • collect contact details via a form or questionnaire,
  • immediately send a welcome message via WhatsApp or email.
  • Why immediately: post-exhibition recall drops sharply. If contact is not established within the first 24 hours, the probability of closing a deal decreases by up to 80%.

10

Mistakes in Filling Out Lead Forms

  • Visitors should not fill in contact details themselves — many have illegible handwriting.
  • Only your staff should complete the form.
  • Immediately assign a lead category:
  • hot,
  • warm,
  • cold.

This will help you properly prioritize follow-up efforts after the exhibition.

11

Post-Exhibition Follow-Up: the 48 / 10 / 30 Algorithm

It is essential to follow this timeline:

  • 48 hours — first contact (WhatsApp, email, or phone call).
  • 10 days — send a commercial offer, catalogs, and clarify requirements.
  • 30 days — make a proposal, offer promotions, and уточнение purchasing plans.

12

Why Different Exhibitions Deliver Different Results

Regions vary:

  • in some places there are fewer visitors, but purchasing budgets are higher;
  • in others there is high traffic, but the sales cycle is longer;
  • in some markets there are more distributors, while in others there are more manufacturing companies.

Key point: preparation must be tailored to the specific market.

13

Conclusion

A successful exhibitor:

  • works as a team, not as a single person;
  • is active and approachable;
  • prepares a contact base in advance and invites clients ahead of time;
  • has a clear presentation and strong visual identity;
  • records every contact;
  • conducts follow-up within the first two days.

With the right approach, an exhibition becomes a powerful driver of sales growth and partnerships.

20 000 кв.м

общая площадь выставки

3000 +

ожидается профильных посетителей

25 спикеров

насыщенной деловой программы выставки

10 стран

представители из многих стран принимают участие