The dos and don'ts of exhibiting

• Avoid the traps!
• Plan and prepare
• Set realistic objectives
• Be effective
• Generate business
• Get a return on their investment
• Enjoy the event and return next year

Misconceptions

• Exhibitions are expensive and unproductive
• I have to be there because my competitor is
• I have to have the biggest possible stand
• Unless you are at the front no-one visits your stand
• I don't need to be there, everyone knows us
• Planning? That's the organisers' job!
• We don't need to do any extra marketing

Why Exhibit?

• Exhibitions provide more leads than any other medium, at lower costs!
• The buyer comes to the seller
• Decision-makers visit shows
• New prospects attend shows
• The contact is face to face
• Visitors can see, touch and try your product

And...

• Exhibitions reinforce your image
• Exhibition visitors are responsive
• Your stand becomes a stage
• Business ambience is enhanced
• Test marketing is meaningful
• Exhibitions are effective in the Middle East
• In Europe, companies spend 25 per cent of their marketing budgets on exhibitions. Why? Because they work!

Exhibitions As Part Of The Marketing Mix

• Exhibitions should be only one part of an integrated marketing strategy
• Define clear objectives for shows that can be measured, as with any other media
• Plan media to coincide with the show
• On all ads, mention your stand number
• Capitalise on the PR value of shows to reinforce products and services

Common Traps

• No advance planning
• No objectives set,
• Too small or large a stand
• No pre-marketing
• Products not working
• Boring display or bored, ineffective staff
• No training of staff or rehearsals
• Technical staff not present

Yet More Traps

• No prospect qualification
• Poor lead-taking
• No follow-up of leads
• Poor stand management
• Last-minute build-up
• Poor stand layout
• No staff rota system
• No handouts or examples
• No show budget

Plain In Advance

• Set your objectives early
• Decide on which products to promote
• Identify and book the stand
• Produce a budget and timetable
• Design the stand to the products and budget
• Appoint a stand manager for the show
• Produce a marketing plan
• Brief PR and ad agency for creative ideas

The Budget

• Space rental
• Stand design, build, signage, fittings, etc
• Stand services
• Transport, storage and handling of exhibits
• Staffing costs
• Promotion
• Advertising

Examples Of Objectives

• Launch a new product
• Generate 'x' number of new prospects
• Reinforce company image or re-launch the company image
• Sell product
• Locate new agents or distributors
• Carry out market research
• Maintain/increase market share

Choosing The Right Stand Design

• Is it functional?
• Produce a written brief
• Design within the available space
• Keep it simple
• Choose a central product or theme
• Stay within your budget
• Control costs

Exhibiting Your Products

• Are the products in good working condition?
• Do you have the necessary technical information?
• Do you have handouts or samples available?
• Are the exhibits and products clearly visible?
• Can visitors try the product or is there a demo?
• How can you gain an extra advantage?
• Is the lighting carefully planned?
• Is the signage clear and easily read?
• Are people attracted to the stand?

Running The Stand

• Use your best people
• They must be trained
• Sales and technical is the best mix
• Have a rota system
• Keep the stand tidy
• Have at least two staff members on the stand
• Wear company badges
• Provide refreshments but not too much

Prospecting From The Stand

• Wear suitable attire
• Hold daily sales meetings
• Opening conversation is important
• Qualify the visitor,
• Take their details
• Be professional
• Know your product
• Let him or her know you will follow up the visit

Finding Potential Buyers

• Be pro-active; attract them to the stand
• Identify prospects from the simply curious
• How interested are they?
• Identify what needs they have and then match with a solution
• Don't ignore journalists
• Look for PR opportunities
• Look out for the spy

Advertising And PR

• Understand the media plan for the show
• Link your campaigns to the organisers'
• Advertise in advance, mentioning your stand number
• Use direct mail tickets to the organisers
• Plan a PR campaign to build interest in advance
• Make sure you place PR packs in the press office
• Get your sales people to issue personal invitations
• Place show or event posters in your office reception
• Plan onsite demos for valued clients
• Advertise on the website for each show

Following Up On Leads And Measuring The Response

• If you can't measure it; don't do it
• Follow up every lead immediately
• Contact all the visitors as soon as possible
• Address questions asked by visitors
• Arrange further visits to clients
• Have a sales meeting at the end of each day
• Do a post-show debriefing with all staff
• Evaluate your results against the objectives

Sponsorship Opportunities

Ask the organisers for a list of opportunities including: registration, staff uniforms, 'Agents Wanted' boards, banner sites, road-hoarding sites, shuttle buses, balloon sites, 'You are here' signs, and video walls.