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So you have worked closely with your designer to produce a stand design that reflects your company and your goals at a particular show- now it’s all about how you are going to achieve exhibition success
It will be important that moving forward you work closely with your contractor. They should provide you with a list of key deadlines that need to be met in order to ensure a smooth sailing. Stand build and preparation does take time and falling short of these deadlines will put added pressure on you and your team and may result in compromises having to be made.
Artwork is a particular sticking point- so be sure to have this finalised as quickly as possible. Onsite contractors will often put surcharges in place for orders placed within a month of the show, therefore if you can, order electrics/internet etc as soon as you can to avoid these unnecessary additional charges. Be sure that you and your contractor work closely with the organisers and ensure the industry’s Health and Safety rules set out in the eGuide are being adhered to.
We are always surprised to hear that exhibitors rarely let their potential customers know that they will be attending a show. It is often assumed that it is solely up to the organisers to fill the exhibition hall with suitable visitors. It is your responsibility too! You know who your potential customers are so use this opportunity to engage with them and give them a reason to take the time to visit you at the show. Make the most of the show’s PR and Advertising, use Social Media, Email your existing clients or send out Direct Mail to get maximum exposure.
The staff you have manning the stand need to understand your goals and the needs of your potential customers. Should you assign a technical member of staff to man the stand when your primary goal is to generate sales? Ensure your team are equipped with all the information the visitors may ask of them such as stock levels, lead times, product specs, opportunities for quantity discounts etc. Your team are the face of the company at these events so ensure they are well presented, well prepared and looked after during the event. Book them into a nice hotel, provide them with suitable training and ensure they are supported throughout the process.
How you measure the success of an exhibition is unique to every exhibitor but in all cases should be based around goals and objectives. To what extent did you achieve your goals? How can you prove if your investment was a well-judged one and if an event was a great success what can you attribute that to- what elements should you replicate or improve on at the next event?