Exhibitions provide companies with a unique opportunity to engage with their audiences and build meaningful relationships. Some of the benefits of participating in an exhibition, related to your industry, include: gaining new industry insights, connecting with potential clients, and it allows you to market your brand. When participating in exhibitions, there are a number of ways for companies to ensure a successful outcome. Here are some tips for making your next exhibition a success:
Book your stand in advance
Companies should register for exhibition at least 6 months in advance, the earlier the better. By booking a stand in advance companies can avail several benefits. To begin with, organisers of exhibitions typically offer discounts for early bookings. Similarly by booking in advance companies can choose a better stand in the exhibition hall. When choosing your stalls location it is recommended to choose a stand that is either in the corner (these tend to have open spaces) or near a cafe/shop. It is better to avoid stall locations that are in the centre or near the entrance of the exhibition hall, since these tend to be overcrowded. Lastly, after booking the stall companies can ask organisers for a floor plan of their area allowing companies to plan accordingly.
Spread the word
After booking their stand, companies should start spreading the word that they are attending the exhibition along with the location of their stall. This can effectively be done through their social media channels. Furthermore, they can also make use of the events hashtag and become part of the online conversation. Similarly, companies can create a separate page on their website dedicated to the exhibition. Lastly, companies should also inform and invite their existing customers to the exhibition.
Set a goal
Before attending the exhibition the company should determine what exactly they want to achieve and plan accordingly. Are you primarily looking to sell your products? Then set a target of how many products you want to sell and have adequate stock to hit your target. Furthermore, make sure you have a payment system to accept payments. Is your goal to gain new clients or connections? Then determine an exact number of connections or clients you want to obtain and ensure you have enough business cards to hit that number. Similarily, make sure to have sufficient seating for meetings at your stall.
Design eye catching stand
The visual appearance of a participating company’s exhibition stand is one of the main determinants of how many visitors they get. The goal should be to make your stand stand-out. One of the ways companies can do this is by using different lighting effects along with music to grab the attention of people passing by. Companies can further make use of innovative 3-D designs to create a unique looking stand. If possible within the allocated budget, companies should also organise interactive activities at their stand. These may include: competition with prices, interactive technology activities through the use of augmented reality, or any other activity that relates to the company’s products and/or brands.
Print enough promo material
In exhibitions companies can use: flyers, leaflets, brochures, posters, gift bags, & any other innovative methods to promote their company and brand. So ensure to print enough promotional materials in advance. Also, all attendees are recommended to carry sufficient business cards to network effectively. It is recommended to print all promotional materials in advance in order to avoid last-minute rushes.
Get prepared for the interaction
The chosen team to participate in the exhibition is another critical factor that determines your success or failure. The participating team needs to have thorough knowledge of all the products that are being exhibited along with excellent socialising skills. Lastly, it is also a good idea for the participating team to have planned & prepared a pitch well in advance.
Collect client data
To benefit the most out of your participation in an exhibition make sure to follow up on the connections you developed during the event. It is recommended to make use of a CRM system during the exhibition. This allows for seamless integration and following up on leads after the exhibition.
Final Word
To summarise, exhibitions can be of great value to participating companies if done right. In order to have a successful exhibition companies need to start preparation well in advance. Furthermore, having the right team is critical. So don’t wait till the last minute to book your exhibition stand.
