Exhibiting at an event helps not only build brand awareness
for your company but helps gain potential customers. It may seem daunting
before attending an exhibition at where to start and what plans to make.
Completing the following steps will help any first time exhibitor prepare
successfully for a trade show event:
Choose the right event – Make sure you’re attending an event that will give you the right audience. Think carefully about which exhibition would be most beneficial to exhibit at for your company. What show will attract the right types of potential customers, partners, investors or media?
The Stand – How do you get your exhibition stand to define your business to potential customers and sum up what you do? Design a stand that contributes to what you’re looking to achieve. There are some great exhibition display creators who create customised exhibition stands that get your brand noticed. Nimlok is one, just view their exhibition stands here for hire or purchase.
Identify what you intend to achieve - What is it you want to accomplish as a result of attending the show? Is it increased visibility, lead generation, or checking out your competitors? Setting goals will help you understand if your time was well spent and help you to evaluate future participation.
Prepare your staff – Train up your staff as much as possible to be able to deal with adhoc enquiries. Make sure you don’t pounce on customers as they arrive and ask open ended questions to your visitors to promote a conversation. Don’t start with a sales pitch; you’ll scare potential customers away! Finally, make sure all your staff are all armed with business cards.
Make sure your stand is inviting – Use thoughtful and inviting tools such as games, competitions and freebies. Make sure that any giveaways are not cheap or tacky and keep your engagement tools consistent with your marketing campaign and branding. When using enticing tools like these ensure visitors aren’t at your stand just for the freebies, make sure they’re there to learn about your brand.
Promotion – Pre-Show, At-Show, Post Show – Promote the fact you’re exhibiting as much as possible, before the show during and after. Follow the show on social media to connect with your customers during the event.
Post Exhibition – Hold a meeting to recap how the show went –recall what went well and what didn’t. Ensure you follow up any leads that were generated; it’s now time to ensure you receive ROI!