Are you exhibiting this year at an event with your business, here are some basic things to keep in mind.
1. What is your objective?
Its all very well to say we are going to exhibit our company at Event X, however have you considered why you think you need to exhibit?
To make the most out of your exhibition strategy, you should think about what are you key objectives of your attendance at any event?
What are you looking to achieve?
· Brand Building
· Product Awareness
· Recruitment
· Generating Sales Leads or Prospects for your Products and Services
· Selling your Products and Services on site
· Recruitment / Membership Development
Regardless of what it is your looking to achieve you need to make sure that your objective is defined. Set targets, these can be shaped around a number of metrics, however if you have them clarified at the outset then you are better informed to be able to determine if the event strategy has been successful or not.
Not only are these targets fundamental to analyzing the success of the exhibition but they will be fundamental to helping you plan for future events
2. Pre-Planning: It’s never to early.
Regardless of how far away the event date is pre-planning is essential to the overall success of any exhibition.
To make the most out of your exhibition strategy, we advise you start planning around two to three months before the event. Be proactive in contacting the exhibition organisers early, as they are always keen to lock people in and in doing so, you can ensure you great space in the venue at a competitive price.
Make sure you create a realistic budget as you will need a creative plan for your stand and marketing aims along with the collateral to reinforce and support your message. Staff may need to be trained or upskilled to maximize the face to face opportunities.
Remember, your staff are your business’s biggest ambassadors, so never underestimate the importance of investing in them.
3. Have you done your homework?
Do you know who else is exhibiting? Are your competitors exhibiting? Are there any significant companies attending? How big of an audience is the exhibition expecting? Having these answers will help you plan better as well as giving you better insight about the exhibition you’re attending.
Make sure you keep up to date with the pre-exhibition hype on social media. Get involved in the pageantry on your social media channels before the event, as this will give you added exposure and give you and your business an ideal opportunity to get one step ahead of the competition.
Engaging with attendees and networking virtually with fellow exhibitors before the event, lets your target audience know you’ll be attending and helps you to gauge what the competition is doing, all the while ensuring you get your voice heard and your brand maximum visibility.
4. What’s your call to action?
Have you considered what is the best way to promote your Brand Message. How are you going to organise your stand, so that it can provide the best way to engage with people. Does it stand out from the crowd, is it easily accessible, will it accommodate the volume of visitors your expecting?
Remember simplicity is the best, be creative, simple text and detail. Make sure your message is clear and bold. Make sure any contact details are at eye level and not lost near the floor. Use high quality images and simple graphics, Avoid War and Peace in your messaging. Always choose hi-res, sharp graphics, pictures and photos. Don’t underestimate the importance of using colours cleverly, make sure that all marketing collateral is proof read before printing and used at the exhibition.
Remember this is your opportunity to shine, so don’t be afraid to think outside the box.
5. Perception is key!
First impressions really count, never more so when exhibiting at an event. Remember body language is just as important as your display. It is absolutely essential that your team looks approachable, remember, they are the face of your business and are responsible for selling your brand. They need to look like they want to be there ready to met and great.
Don’t forget the importance of eye contact and a simple welcoming smile makes a huge difference. Most of all avoid standing around gossiping amongst yourselves and most of all ensure closed body posturing, crossed arms and hands in pockets are avoided at all times. Never talk on your mobile while exhibiting on your stand as this projects the wrong image, you are there to meet and engage with people face to face. If you need to speak on the phone step away from the stand to make or take your call.
Never sit or stand behind a table or other large display objects as this acts as a barrier between your team and those attending the event and projects the wrong image. Position tables if required where they act as a means to display goods and collateral. Standing nearer the front of your display, will make your stand appear more welcoming and engaging and makes it easier to speak to people passing by.
Finally avoid clutter, coffee, tea, water, snacks will help you get your team through the day, but keep your stand clutter free. Messy displays can make your business look untidy, unprofessional and can actually put people off visiting your stand.
Finally – remember to schedule breaks for you and your team, refresh yourselves as it can be an exhausting day (s) and make sure to go around the show to see what others are doing. Engage with other exhibitors as well as they help you build your network and potentially your business as well.
And finally ….
Remember the following:
· Measure your success by analysing your pre-planned targets and goals, what worked and what didn’t.
· Follow up with any leads, enquires, fellow exhibitors as this is key reason why you were there.
· Make sure to praise your team, exhibitions can be tiring, especially if they take place for more than one day, which they usually do and a successful event requires a team effort.
· Finally, reach out on your socials, what a better way to engage others by praising your team and your visitors for making an effort to come see you.