How to plan the best exhibition ever!
Two years ago we attended our first trade event as an exhibitor, and our lack of preparation in planning the event inevitably resulted in a poor experience for us – in fact quite a few of these trade show exhibiting mistakes ring true of our first event!
However two years on, we have sensibly used the experience as part of our exhibiting learning curve and are now in the process of researching and meticulously planning our first ‘real’ trade event!
Unlike the first time round, we have sourced loads of information about ‘how to plan your trade show’ and downloaded some great exhibitor top tips – in fact the great site businessballs has proved to be an invaluable research tool.
As the old saying goes ‘its not rocket science’ – what we have learned is common sense rules – such as having a clear focus on why we want to exhibit and what we ultimately want to get out of the event. Asking these questions helped to channel our thoughts and set specific targets – we have even been using the SMART model (Specific, Measurable, Achievable, Realistic, Time frame) to set out some meaningful objectives.
So having managed to absorb snippets of exhibiting tips, here are our Exhibitor Planning Top Tips:
- Perhaps most obviously, agree your reasons for exhibiting at a show, decide on a budget and start researching the right show for your business
- Set a realistic time frame in which to complete all pre-show tasks
- Confirm your specific goals for attending the show – for example it could be to generate 50 potential qualified new sales leads, to give 25 demo’s of your product, to make 5 direct sales, to generate media coverage, to invite 5 key journalists to your stand or to position yourself as a market leader – I’m sure you get the picture!
- Decide on a theme for your event – how are you going to entice visitors to your stand? What give-aways are you going to offer and where shall you source them from? Top tip – whenever I visit a trade event I find the most useful give-away to be a carrier bag to put all the free pens in! (Make sure you get your logo and web address prominently displayed on both sides of the bags!)
- Make sure you have sufficient and relevant marketing literature to hand out at the show – but once at the show make sure you only display say 10 brochures and give-aways at a time – this means your stand wont look cluttered – but remember to replenish your stock!
- Write a press kit and send it to relevant journalists in preparation for your pre-show PR, include a brief company fact sheet, biographies of key employees, client testimonials, a case study snippet, your company logo, some screen shots and a few examples of any previous press releases – oh and of course include contact details of your press/marketing officer
- Train your staff – its sounds really obvious but its important that all staff members feel confident and sufficient product knowledge to allow them to sell!
- Pre-show PR – invite your clients to visit your stand, inform the local papers and contact specialist trade publication – they’re always on the look out for worthy, relevant news. Be sure to get a list of pre-registrants and send out an e-mail or postal mail shot inviting them to your stand. Even invite key journalists to come and visit your stand – but remember to entice them beforehand with your Company press-kit. And of course its always the simple things…display the details of the event on your company homepage.
- After-show preparation: never underestimate the importance of following up on your contacts and of course sending a simple email to say thank you visiting our stand!
This is by no means an exhausted list of top tips but we’re sure there are plenty of handy hints in there to help you plan your best exhibition EVER!
One Comment
Glenn Sloman / 16 Aug 2008 / 9:36 pm