| If you're going to attend an exhibition, you've either | | | | car, ice sculpture being made, magician doing |
| never done it before and are wondering if it's going | | | | unbelievable illusions, a caricaturist doing free sketches |
| to be worth all the effort, or you have spent a few | | | | of visitors) or a chance to play virtual golf. |
| hours standing in an exhibition hall waiting for the | | | | 3) Contact the organisers and offer to provide free |
| quality buyers to turn up. | | | | carrier bags to all the exhibition visitors. Get them |
| Either way, you need to ensure a return on the time | | | | printed (not a high cost) and pre load them with your |
| and investment in your stand design and staffing | | | | material. |
| resources, and that means choosing your exhibitions | | | | 4) Do lots of pre show publicity. Advertise your hook |
| carefully and maximizing the visitors to your stand. | | | | as above to current and past clients with a well |
| It may seem obvious, but the first thing is to ensure | | | | thought out creative mailshot, telling them exactly |
| you are exhibiting at the right show. Is it local or | | | | how to get to the show and where to find your |
| national? Is it industry specific or general? Has it got a | | | | stand. Offer a free minibus from the station or |
| reputation built up over many years or is it a new | | | | airport if they are big spenders or clients you want |
| show? Don't believe the hype from the exhibition | | | | to impress. |
| organisers - they are only trying to sell you floor | | | | Do the same for potential customers by acquiring a |
| space. Do your research and satisfy yourself that the | | | | marketing database and sending the same details to |
| show not only attracts a lot of visitors, but more | | | | people you want to talk to at the show about future |
| importantly attracts the kind of people who have the | | | | business. |
| buying power and authority to place orders with you. | | | | 5) Find a reason to talk to the best prospects post |
| Then you must make sure those quality visitors | | | | exhibition. While visitors are on your stand, have your |
| come to your stand. They will fall into two | | | | diary handy to schedule a meeting with them there |
| categories:o Existing and past customers of your | | | | and then. If you have a free giveaway on your |
| organisationo Potential new customers who buy | | | | stand, don't hand it out there and then - say you'll |
| products or services from your sector | | | | deliver it after the exhibition is over. If you have |
| All other visitors are irrelevant - don't spend any time | | | | competition winners (who may just be chosen as |
| with them, especially if they don't have any buying | | | | your best future prospects), take their prize to them |
| authority. | | | | personally with a bottle of champagne. |
| To get these important people to your stand you | | | | 6) Always think differently. Remember your |
| absolutely have to put into practice a well thought | | | | competitors will also be trying to contact the same |
| out plan: | | | | customers, so you have to stand out. Don't try to |
| 1) Have an eye catching and welcoming stand design. | | | | be too off the wall - sending an invitation in a |
| Doesn't have to be huge, but it does have to look | | | | fluorescent pink envelope rarely works, but sending a |
| good, display your messages clearly, and be open | | | | personally signed note to your potential customer |
| and attractive to visitors. Get your stand designed by | | | | with a voucher for an interesting free gift (if they |
| professionals and listen to their recommendations - | | | | come and see you on your stand) might. |
| they know what works and your investment will be | | | | A professional exhibition stand design company can |
| paid back in increased visitor numbers. | | | | provide many ideas like these for you. Designing a |
| 2) Employ a hook. This could be a special offer only | | | | stand is more than just layout and graphics - a top |
| available at the show, a competition, a chance to see | | | | creative package can ensure that as many visitors as |
| something on your stand (celebrity guest, F1 racing | | | | possible come to you rather than your competitors. |