Pre-Show Exhibition Steps

In Part 1, we looked at the vital process of setting your overall objectives for a successful exhibition.

In Part 2, we’ll examine more ways to boost success before you set foot inside the exhibition hall…

What do I need to do? So many things to think about, what should I do first? The answer is…don’t panic!

The Exhibition Stand

Having decided what you are exhibiting and where, you’ll need to think about the amount of stand space you’ll require and consider this against the budget you have been allocated for the event.

Contact the Exhibition Organisers direct or log on to their website to obtain information about stand sizes, availability and prices, but it’s also worth finding out:-

• What services are offered?
– Standard services including telephone, internet, power points, transport, shell schemes, furniture and audio visual equipment
– Special services such as gas, air and/or water
• What packages are available?
• Who are the other exhibiting companies?
• Other general information to validate your attendance

From this information, you’ll be able to decide where to position your stand and see who is adjacent/opposite you. Do you wish to be next to your competitors? Could you benefit from being near a complimentary service or product provider? Your position could be critical!

Select a stand with high traffic flow, for example near an entrance, adjacent to a meeting point, seminar suite, or on a corner aisle…you’ll be guaranteed awareness.

Don’t take too long in deciding your stand location…book early in order to obtain the widest choice of stand space, and to gain any “early booking” discount. Sign and return the contract promptly with a deposit to secure your preferred site.

If you require any equipment and/or facilities from the Exhibition Organisers, adhere to the deadline dates stated making sure you place your orders at least 4 weeks prior to the show. Late orders can incur additional fees and delay set-up or at worst you may have to compromise due to shortage of supply.

If you do not use a recommended logistic company from the Organisers and you plan to use a third party to transport your exhibition items to and from the event, again book them at least 4 weeks in advance. Be aware many do not operate on weekends and during public holidays.

Don’t forget to ensure all packages are secure and clearly labelled with your stand number and company name.

In today’s world, theft is rife at such events so it is imperative your company insurance policies are extended to cover the whole exhibition period, and whilst in transit too. Be diligent at all times and look after all your personal belongings.

The Audience
Define your target audience and develop your key message accordingly, keeping it simple and to the point. Aim your message at your target audience by considering who will be attending the exhibition and what products and/or services they will be interested in. Then, based on your research decide what you should promote and start looking at how best to do so.

So, why not notify your existing and “prospect” database of attendance and invite them to your stand? This can create a sense of goodwill and aid with relationship building.

Hospitality is an equally important element of the exhibition, and many organisations host parties or receptions for key customers, suppliers or trade press to foster good relationships. There are also informal, personal networks to develop, renew and refresh. Personal relationships between people who work for different organisations within an industry can help spread information around, as well as improving the commercial relationship between their firms.

How do you get your existing and “prospect” customers to your stand? An incentive goes a long way…offer them something that costs you nothing, but has a high end value to your customers such as, a written copy presented in a booklet that can provide unique marketing opportunities to market your product, service and/or brand. Encouraging customers and “warm” leads to attend will help keep traffic flow up and generate new interest from people who may be taking you for granted.

Collateral
Make sure that all of your business stationery is up date and your logo and identity remains consistent throughout.

Marketing collateral on an exhibition stand can be expensive particularly if it has been especially printed for the show.

New technology has eliminated the old methods of data capture and can help increase both traffic and engagement, reduce marketing costs, and improve customer communications.

An alternative to this is the Touch Screen. This system enables the exhibitor to collate new data from the visitor including email address and product specific information.

Eliminate the pain, expense and guesswork involved in selecting, sourcing, printing, storing, displaying and transporting collaterals for exhibitions.

The Touch Screen is very easy to set up and is capable of holding thousands of different pieces of marketing collateral in electronic format. The ability to find and view documents is easy with menus or keyword searches.

The Staff
Communication is key! Keep everyone who is involved in the exhibition informed of what is going on, and focused on the overall aims and goals of what the company wants to achieve.

De-brief meetings are essential to discuss progress, review results and any potential problems. These should be held weekly in the early stages, increasing to daily as the show date nears.

Your objectives are set and preparations are in hand, you’ll need to ensure that your stand not only looks fantastic, but is effective, practical and gives you the best use of space to attract, entertain, educate and communicate with your visitors. In Part 3, we’ll look at how you can achieve this.

click Exhibition Stands for more information.

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