What are people doing wrong by not correctly show matching? We ask ExpoAsia’s general manager Bjoern Kempe
Most companies take business matching at shows too lightly. It is heavy work and requires extra resources and staff to do correctly. I can only give a very good example from SIAL Middle East – their team spent more then five months in advance of the show to match the buyers, to start the programme etc. Just having a software and a room onsite is simply not enough.
How do you go about show matching?
Its important to do matching only for shows that really have a need for this so you need to know the buyers habits and cultural implications for match makings.
How does this happen differently within different regions?
Japan and Korea are very professional when it comes to buyer matching. They put high emphasis on time schedule, meeting area, have a very good numbering system and are very efficient. It looks like speed-dating but the exhibitors are very happy. Other Asian regions are taking it too easy and just offer online match-making platforms or onsite buyer areas with no set schedules this is rather second class in my eyes.
How are people getting their strategies wrong?
To do a matching ask yourself: Do I have the resources YES/NO? What do I want to achieve? More buyers? Better quality? More sales? Is matchmaking benefit my visitors? My exhibitors? Will the matchmaking help to gain more support from government or other supporters?
These are essential questions to question yourself before you need to get into and structure the activities.
