Exhibit Tips

Here are nine quick tips on getting more out of your exhibition stand:

 

1. Book into the right show

Make sure your buyers are coming along to the event. Ask the organiser for a breakdown of visitor types. Talk to previous participants and go to the show. Remember smaller focused events can be better than big general shows.

 

2. Book early and start planning

Many of us book a show and forget about it, or book late. We then have to rush at the last minute to get organised. Book early and get a copy of the exhibitor manual. Set up a file for the show and start planning.

 

3. Set some objectives

Have a chat with your sales and marketing people and set some objectives. They should be objective and realistic. They might include generating a specific number of leads, meetings, sales or samples. They might be to find a distributor or attract media attention.  You might want to do all these things, but think about the key priorities and how to measure them.

 

4. Engage in pre-show promotion

The organiser will run a promotion campaign to attract industry buyers, but research has shown a huge advantage for exhibitors who promote their own presence at the show. It helps to generate stand traffic and demonstrate your commitment. Consider mailing a personal letter and ticket to all your current and potential clients. Provide links on your website and social media sites. Include a note on your invoices.

 

5. Train your show team

Staff are often thrown into a show. A little bit of training can make a big difference. Bring everyone together before the show and talk about your objectives, talk about the products on the stand and suggest some good ways to start and end conversations with buyers. The main points can be reinforced with a brief meeting each morning of the show.

 

6. Motivate your team

Working at a show can be hard work. Motivate your team by offering rewards for meeting your objectives. 

 

7. Be professional

Your company is literally on show. Make sure your stand is properly put together and your people are well dressed and attentive. If you have posters then make sure they are mounted and attached neatly to the walls. Try not to eat or socialise on the stand. 

 

8. Be obvious

Visitors will walk past your stand in five seconds. Make sure it is obvious what you do. A wall of product is much better than a picture of your factory or a bunch of flowers. If you have a new product put up a sign that says ‘new product’.

 

9. Follow up

One of the biggest complaints from visitors is that exhibitors do not follow them up. Make sure you capture their details and send something within a week of the show. The only way to work this quickly is to prepare before the show. Have packs ready to and someone in the office to make it happen.

 

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