Exhibitor manuals are available from the exhibitor site which requires a password. The password can be obtained by emailing Nigel Bailey or calling 07912 599 002.
If you are reading this I assume that you are involved in exhibiting, be it large custom built stands, shell scheme or table top. All work well in their own way and IF THEY ARE MANAGED CORRECTLY.
I thought I would run through a few key does and dont's about exhibiting.
You may smile at some of the points below, but…
You or your employees have invested a lot of time and money in designing and constructing the stand or displays for the exhibition and whether that investment is rewarded at the end of the day is very much down to the stand staff. They have provided the stage, and you are the act; it is up to you to put on your best performance. Visitors to your stand will form an opinion on your company and its products as much by their perception of you as they will on the stand or its contents.
Research shows that 76% of visitors arrive at an exhibition with a fixed agenda. That means they have planned their visit, identified who they want to see at the show and what they want to accomplish from the visit. Promoting your presence at the exhibition is about you getting onto the visitors' agenda. You need to achieve three things: Attract visitors to your stand. Remember your positive stand behaviour. Get your products or services remembered – favourably!
The organising company will do their best to market the show to maximise footfall and visitor quality. You want as many of these visitors as possible to come to your stand. That is your job, though a good organiser will help in whatever way they can. It is no good to you if 1,000 top quality buyers coming visit the show and they all walk past your stand. Think about what you can do to encourage them to visit you.
Use their stickers, leaflets, emailers, banners etc. Write to, phone, or email your customers and prospects, tell them about the show – but most importantly tell them why they MUST come to see you ahead of everyone else!
the average time it takes a visitor to walk past your stand and decide whether to stop or not.
25% more stays in the show goody bag for weeks. The only item virtually guaranteed to make it to the visitor's desk is the Show Guide. Think about sending literature afterwards to screened and receptive buyers. Yes there is a mailing cost but this will be small when compared to the potential cost of wasted, expensive brochures. If you are really worried about giving them something to take away, a small teaser or sample with your details will suffice. The key is that you have your details and sending them literature post show means you have a good reason to contact them.
with cabinets and furniture. High platforms are psychological barriers (and need disabled these days) and make people make a conscious decision to come onto your stand.
Never say 'Can I help you?' A 'no' or 'just looking thanks' leaves you no way back! So ask questions like 'What are you hoping to find here today?' 'Where have you traveled from?' 'When was the last time you sourced high quality pens?'' How often do you have customers who are looking for flash drives?'
You need to find out who they are, what they do and what buying authority they have. Exchange business cards and scan them.
Show data systems today mean that you can have the data back at the office that night for staff there to start processing the next morning. Have a 'thank you for visiting' holding letter / email prepared in advance, this should tell the prospect that you will be in touch shortly so they are expecting you to call.
many show first timers think doing a show is just one big jolly – they go for it the first night and then cannot perform the next day. Come to think of it some old stagers still do this too.
Exhibitions are hard work, but should be enjoyable too! After all, exhibiting presents a unique opportunity for meeting a high volume of new and existing customers which otherwise could take months to achieve. But remember, everything your company stands for is being exhibited on the show floor.