TOP TIPS for exhibiting

For more information on exhibitions please call us on 01206 299829

The direct communications that take place at an exhibition are the most valuable tool in relationship marketing.

Think about what you want to achieve, then plan and promote

Why plan? This is not just the practical elements, but includes why people should attend. To raise your profile in a new market? Increase sales in an existing market? Or something else?

Think about more than just the stand at a show. Get involved in conferences and seminars that usually run alongside the shows. This will increase the chance of coverage in the press.

Plan your campaign well in advance of the show, not just in the two weeks running up to it - press releases, letters and updates on websites all help. Successful exhibiting incorporates other marketing media. This is valuable in building traffic to your stand rather than hoping someone will walk by.

Write objectives down, (eg what products you are promoting, how many visitors you are expecting, the number of staff required) and decide what visitors or buyers will help you achieve your objectives, then talk to organisers to find the right show.

Find out who has booked stands already, how many visitors they are expecting, if it has the support of your trade association, what are the costs, and what is included.

Finally, some basic hints and tips:

• Visitors tend to turn left when entering, so if you want them to visit your stand first, the left hand side is best
• Corner stands where two sides are open and those front the entrance, café area or restuarant are the most visible
• Hold a competition where buyers have to visit your stand to enter
• Get a link from the organisers website where possible
• Include a show special offer, some hospitality for direct interaction with prospects, or a give-away
• Demonstrations on products are great - they show something that sometimes just can't be achieved from a two-dimensional ad.

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