An exhibition is a big commitment, so you need to make sure you make the most of it. There are so many aspects to consider, branding, staffing, offers, promotional material and of course, your exhibition stand.
Here are some elements to consider right at the beginning:
- What are you hoping to achieve from the exhibition?
Establish clear objectives that will allow you to evaluate the return on your investment. Is the exhibition purely to raise your profile, launch a new product, collect data, etc? Be clear from the start what you’re looking to achieve.
- Your space at the exhibition
Think carefully about where you will be positioned at the exhibition. Think about your visibility, who else is around you, will you go unnoticed if you’re amongst large stands and you only have a small stand? Remember the better the space, the more it is likely to cost.
- Your exhibition stand/display
You need to create an impact with your stand. Think about the style of the stand, how much space do you have at the show? Will you be using the stand at future events, therefore need a system that is flexible and can be adapted/added to in the future? Make sure you define your messages clearly, don’t assume visitors know exactly what you do. Have strong branding and clear contact information on your stand.
- How are you going to promote your presence at the exhibition and encourage your target audience to visit you prior to the event?
Think about how to communicate with your customers and your prospects. What will they respond best to, an email, a personal letter of invitation or a phone call? What about some PR, social media activity and advertising to promote your attendance?
- How are you going to attract visitors to your stand at the exhibition?
Exhibitions tend to be extremely busy places where everyone is trying to grab the attention of visitors. Consider competitions, promotional giveaways, talks on your stand, videos to attract people, interactive displays and staffing. Friendly, approachable and knowledgeable staff are key to the success of your exhibition.
- What do you do with the data you’ve collected?
It’s all too easy to get back to the office and move onto the next project, but to gain the most from your exhibition, ensure that you follow up all contacts straight after the show whilst you’re still fresh in the people’s minds. Analyse the information collected and split the data by those most likely to buy from you, those who may buy from you in the next 12 months and those that you should just retain and keep in regular communication with.