Attending an exhibition can be a little overwhelming, especially if you don’t have a clear strategy.
The key to success is careful planning for all your event activities and identifying the role in which
the exhibition plays in your marketing and sales strategy. Exhibitions allow you to interact with your
audience face to face and build lasting relationships, so we’ve put together some useful tips that will
help your brand stand out and succeed at every event.
1. Evaluate the Opportunity
Even for a large company, taking a stand at an exhibition is a big investment, not only in money but
in time and organisation. Therefore, you need to ensure that the opportunity sees a good return on
investment. Research the exhibition thoroughly. Make sure the event will match your marketing
objectives and reach your target audience. Question the anticipated number of delegates and how
they are planning to attract this audience (and specifically your target customers). If possible, visit
the exhibition as a delegate first, so you know what to expect. Contact previous exhibitors to explore
how successful they found the event. Research the exhibitors attending- are they your competitors?
The more homework you do before the event, the more likely the event is to be successful for your
company.
2. Set Specific Realistic Goals
Now that you have decided to go ahead with the exhibition, start planning WAY in advance. Begin
with creating realistic objectives, relating to topics such as sales generation, customer relationships,
brand building, market research, media relations and PR. Through these themes, create more
specific objectives such as:
- Generate 300 sales leads
- Meet 50 qualified prospects
- Hand out 2,000 samples
- Research 10 competitors
Prioritise your goals as it might not be realistic to achieve all in one event.
3. Plan Your Stand
Follow the exhibitor manual carefully when you receive it and ensure you organise everything you
need on your stand. Your stand should represent your prioritised goal, for example the launch of a
new product or campaign. Ensure you constantly have well-presented literature at the front of your
stand for delegates to browse. Accessories to your stand such as plinths and brochure holders can
really impact the audience. Size everything to fit the stand. Do not overcrowd the stand with small
tables and displays, however using bars and displays that are too big can dwarf your stand and your
staff. If you are having trouble organising your stand don’t hesitate to contact SD Displays on 01628
673864. Lighting can increase awareness of your stand between 30-50%, so ensure your lighting
maximises your stand to its best potential. Customise your stand to create a professional, ‘finished’
look.
4. At the Event
Make sure your staff are enthusiastic and welcoming-ensure they have frequent breaks as manning
a stand can be very exhausting. Keep a positive attitude and ask open (not closed) questions to keep
your audience engaged. Try to prioritise your leads as you go, for example keep a 6 tier system:
1. Hot prospects: with a large order and ready to buy
2. Warm prospects: with a large order and longer decision time, or smaller order and ready to buy
3. Luke warm prospects: with a smaller order and not yet ready to buy
4. Cool prospects: with the potential to become customers but not ready yet
5. Other “useful” contacts: media, potential associates, etc.
6. Other: people selling to you, browser, etc.
Perhaps colour code each lead for each section as a more subtle approach. This will make refining
your leads after the event a lot quicker and easier.
Make the most of publicity services during the day. Invite press along to view your stand and maybe
have something exciting happen at your stand to attract media attention. Film or live-stream the
event, as reactions to your products and testimonials can be incredibly useful in the future. Ensure
you take photos and post on all your social media platforms about the exhibition.
5. After the Event (Time for a beer)
The work isn't over, sorry!
Hold a debrief, with sections such as ‘successes’, ‘improvements’ and ‘lessons learned’. Follow up
the priority leads immediately to avoid losing sales. Warm leads need following up too, at least in
the next couple of days. Your ‘other’ leads should be filed and followed up with some useful info not
included at the exhibition, or a copy of the presentation to remind them of your presence. Put all
leads in your ‘keep in touch’ system.
As you go to more events you will build up your own expertise, and can elaborate on these initial
exhibition techniques, catering specifically for your company’s priorities and objectives.