Education Fairs are an excellent opportunity for student recruitment & brand promotion but many college & university management seem to view them as more of an expense and less of an investment. This training module will provide some insight on how to get the best out of participating in education fairs to increase student enrolment & branding.

1. Making Education Fairs
Work for your ROI
Presented By
Adrian Lok
adrian.eduseed@mail.com
Principal Consultant
EDUSEED MARKETING
An Industry Training Initiative by EDUSEED MARKETING

2. Training Outline
I. Understanding The Value of Education
Fairs
II. Strategies for maximizing ROI

3. “What’s nice about face-to-face meetings is it
allows you to create trust much quicker
and, by establishing the trust, it allows the
individual the opportunity to ask questions”
Walter Governor
National Director of Sales
Otto Bock

4. I. Understanding The Value of Education Fairs
30%30%
77%77%
Respondents prefer to search for
courses & HEI’s at Education Fairs
- EM HE Choices Survey 2015
Lower preference by respondents
for campus walk-ins to enquire
about courses
- EM HE Choices Survey 2015

5. I. Understanding The Value of Education Fairs
35%35%
88%88%
Attendees agree that exhibitions
aid in their sourcing and purchase
decision
- CEIR Report 2012
Attendees will share information
gathered at exhibitions with at least
1 to 3 people
- CEIR Report 2012

6. I. Understanding The Value of Education Fairs
48%48%
91%91%
Attendees agree that exhibitions
are essential for comparing
products & meeting suppliers
- SKYLINE Exhibits Survey 2014
Value the importance of face-to-
face interactions compared to
other forms of media
- CEIR Report 2012

7. Education Fairs are a good opportunity to:

8. Maximizing Your
Education Fair’s

9. Important Stages

10. Stage 1: Pre-Event
Planning
 Determine the Education Fair type – e.g. public, private
 Who’s the target market/demography of attendees?
 Budgets?
 Set desired objectives – e.g. recruitment, brand awareness
 Inventory – e.g. marketing materials, pens, clipboards
 Pre-event marketing – e.g. postcards, SMS

11. Stage 2: Event Day
Execution
RULE #1: Be Proactive
o Never sit at your booth/counter looking disinterested
o Smile & look friendly
o Take initiative to speak with attendees
o Do not start with “What are you looking for?” Or “Can I help you?”
o Better to ask “Have you heard of XXX College?” or “Hi, we’re offering
a $XXX rebate just for today” or “How are you this morning?”
o Look for eye contact with attendees

12. Stage 2: Event Day
Execution
RULE #2: Be Attractive
o Staff should be professionally & neatly dressed at all times
o Counters should be clean and clear of mess – No food on table!
o Opt for brochure stands instead – visually more attractive
o Offer an incentive for them to visit you – lucky draw or giveaways
o Having a gadget helps too! E.g. ipad, tablet, laptop
o Display student’s work or final year project (if it’s portable)

13. Stage 2: Event Day
Execution
RULE #3: Be Efficient
o Having a packed booth is not necessarily a good thing
o Spend an average of 3 minutes to quantify a prospect
o For genuine prospects, try not to exceed 15 minutes for sales talk
o Focus on needs of prospect - Do not overload them with info
o Always mention your institution’s USP (Unique Selling Point)
o Create a system of lead identification – enquirer/high prospect

14. Important Notes
 16% of attendees did not feel comfortable with the exhibit rep
 28% said no one assisted them at the stand
 42% felt that the rep did not understand their needs
 19% are checking out a reps attitude during an exhibition
 Always be prepared – brochures, price list, photos of campus, etc.
 Be informative & forthcoming with questions
 Don’t take criticism personally or act defensively to comments
 Take a break and wash up every hour or two to stay fresh
*Statistics are from the Incomm International Survey

15. Stage 3: Post-Event
Management
 Establish an efficient lead management system
 Categorize leads – e.g. enquiry/hot prospect
 Assign exhibition staff to respective lead management
 Follow up on leads – email, social media, letters, SMS, etc.
 Continuous communication helps in brand positioning
 Do not let leads go unattended for more than 3-5 days
 Respond to “hot” prospects in a timely manner

16. “People do business with people because they
choose to; not because they have to. We can
always find others doing the same thing or
selling the same product. It’s the personal
connection that makes the difference”

17. Connect with us
Address:
1-2-1 Mayang Mall Complex
Jalan Mayang Pasir 1
11900 Bayan Lepas
Penang, Malaysia
Email:
eduseed@mail.com
Web:
www.eduseed.webs.com
www.eduseedfairs.webs.com
Social Media:
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