Want to know how to make every penny count for you at exhibitions? Need to prove to the boss that exhibitions work and can bring in great new contacts as well as business opportunities? As with any event, if you get the foundations right, the likelihood is that the event is going to, not only, be a great success but also bring in the results that you are looking for. Since the recession first hit back in 2008, and through the intervening years and even now with the economy seemingly back on track, businesses need to ensure that every bit of expenditure has a demonstrable return - and events have certainly been no different. Take a look at some of the golden rules of making a success of your exhibition.
Make sure you know what it is that your business wants from the exhibition
It sounds pretty obvious doesn't it? But it’s surprising how many people head off to their exhibition stand with no clear, defining reason for going. Is it purely to make some new contacts or would you like to forge relationships with potential new suppliers? Is it a great forum in which to meet up with existing clients and talk through their future business? Do you want to take advantage of the speakers on offer and networking opportunities? Or, as with most exhibitors is it a bit of all of the above? Well, the secret to a successful event lies in the preparation and planning prior to the actual event. It’s simply not good enough to book your space, make sure you have some marketing and turn up. Think about the reasons for exhibiting beforehand and plan the details as to what you expect to gain from it.
Look at the details
It’s great to have the bigger picture in mind but with exhibitions a lot of the success is also down to the finer details - the thought that has been put into the space and promotion of your business and products. One of the most important details is working out how you are going to record and track the contacts that you make, not only do you need their details, it’s also useful to note what their interest is in relation to your business.
Make your marketing count
As you might have gathered so far – meticulous planning is key – but not just for pre and at the event, planning after the event is also a must – following up leads and thanking all those who visited your stand. Creating an integrated tactical plan enables your marketing to be developed along a theme that ties with your corporate, strategic business plan, meaning that your messages both at the event and through your other marketing channels are harmonious. Know your target audience, plan you promotional message and deliver marketing that makes add value and makes a difference.
Manage your time and other people’s well
Make sure your time is well managed, delegate when necessary and ask for help. The very best stands are well managed with the right number of enthusiastic, positive people and as great as it is to be a strong, organised manager, their also a real need to be a great team player when attending events. You alone cannot keep the stand running and working productively all day. Make sure that alongside you are a strong team of knowledgeable, professional people who are well briefed to look after the stand, throughout the day. A positive attitude is a must have and ensuring those around you have a similar mentality means that any challenges become opportunities and outcomes are generally far more positive.
Make post-event follow-up a priority
You've organised a brilliant stand, had lots of positive comments, made new contacts and learnt tonnes from the keynote speakers, so, you think the hard work’s done? No, not quite, this is as important a stage as the pre-planning or the actual event. It’s time to work though all those new contacts, get them uploaded onto your database and start developing your relationship with them. Along with ensuring you have recorded them all and contacted any clients that requested more information or to book meetings, it is essential to follow up all those that visited you with a thank you.
Plan, plan then plan a little more is really the key message of becoming a successful, results orientated exhibitor who profits from their exhibition plans. Remember to maintain an optimistic outlook, keep your sense of humor and learn from your experiences this year – your business will see the fruit of your work and your next exhibition will be even bigger and better.
So, there's the basics, want to find out more? Come along to the free workshop then on 8th April at 70 Churchill Square Business Centre, Kings Hill, West Malling, Kent, to get more sound advice and tips on making your exhibitions work for your business.
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