Exhibit Tips

Here are 15 quick tips to get more out of your exhibition stand:
 
1. Book into the right show
 
Make sure the show has some history and that your buyers are coming along. Ask the organiser for a breakdown of visitor types. Talk to previous participants. Remember smaller focused events can be better than big general shows. Check the credibility of the organiser with a quick online search.
 
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. Book hotels and flights early to get the best rates and lock it in.
 
3. Set some objectives
 
Have a chat with your sales and marketing people and set some objectives. They should be practical and realistic. They might include generating a specific number of leads, meetings or sales. They might be to find a distributor, conduct research 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 show how active you are in the market. Consider mailing a personal letter and ticket to all your current and potential clients. Provide links on your website and social media sites. Tweet and blog about your participation. Include a note on your invoices. Get your reps to hand out tickets to customers. Be enthusiastic - it works!
 
5. Use social media
 
Social media and live events go together beautifully. Make sure you are talking about the event in your tweets, Facebook posts and Instagram. If nothing else just follow the show on Twitter or Facebook and simply resend the messages put out by the organiser. At the event you can take photos with your phone and post straight to your account. It's free and easy.     
 
6. Train your show team
 
Staff are often thrown into a show. It is not their natural environment so 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 display 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.
 
7. Motivate your team
 
Working at a show can be hard work. Motivate your team by offering rewards for meeting your objectives. Give them regular breaks outside the building to recharge. Promise them a big dinner after the show rather than a late night right in the middle. 
 
8. Be professional
 
Your company is literally on show. Make sure your stand is properly put together and your people are well presented and attentive. Instead of posters or pop-ups think about digital prints attached directly to the walls or benches. Hire good quality furniture. Organise storage to hide away files and personal items. Tuck power leads under the carpet. Try not to eat or sit on the stand. Don't pack up early. 
 
9. Dress right
 
You want to look professional but approachable. We suggest you dress the same or slightly better than the audience. A company uniform such as a quality printed polo shirt is great. If you don't have one them perhaps head out and buy some matching ties and scarves. If in doubt wear a suit. Chefs should always wear a branded chef jacket.
 
10. 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 bunch of flowers. If you have a new product put up a sign that says ‘new product’. If you want a distributor then put up a sign that says 'distributor wanted'. If you want an order or an appointment then don't forget to ask for it.
 
11. Be positive
 
Smile and the world smiles with you - cry and you cry alone. Greet every visitor with a smile and get them excited about what you are doing. If you look grumpy and complain about the show then guess what - you will have a bad show.
 
12. Ask open ended questions
 
Train your salespeople to ask intelligent open ended questions. These generally begin with how, why, where or when. For example:
 
  > What style of cuisine do you serve?
  > When do you think about new menu items?
  > How would you do this in your kitchen?
  > Where do you currently source your ...
 
People generally like to talk about their business. Once you know something about them you can explain how your products will make their life easier. More
 
13. Think about sampling
 
Providing samples is a great way to engage buyers and showcase your range. Just make you have enough staff and the right equipment to do it professionally - and keep talking to customers. You will need to fill out some forms and follow the local health rules. More
 
14. Get rid of visitors!
 
Be careful not to spend too much time with individual visitors. You only have so much time to spend with each buyer and you don't want to get caught with people who will never buy - or even with regular buyers. A great way to get rid of visitors is to give them a card and confirm a follow up call. Then move to the next prospect.
 
15. Follow up
 
One of the biggest complaints from visitors is that exhibitors do not follow them up. Can you believe that people would let hot leads go to waste? Make sure you capture details accurately 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 go and someone in the office to make it happen. Then pick up the phone and start calling. More
 
 
 

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Industry Partners
Industry Partners

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Exhibitors include

Robot Coupe
Chobani
Simpson Farms
Safco
More exhibitors....