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| How to exhibit |
Because business comes to you, even newcomers to exhibiting will find it easy
to generate new business. To help you get the most of your time at the show we
have put together a few simple guidelines that any company can use to increase
the value of every exhibition they participate in.
What to do before the show
Time spent planning before an exhibition will pay big
dividends when show time comes.
- Set specific goals – this will focus everyone involved
- Plan the stand to meet the goals
- Tell people why they should visit you
- Make the most of pre-show PR and advertising
- Train your show staff
- Use the web to promote
- Create a checklist and gather everything you need in good time
What to do at the show
The day has arrived. You have done the groundwork. Your
goals are clear. Your people are trained. The floor is buzzing with delegates.
What now?
- A highly motivated and well informed team are essential
- Spend the optimum amount of time with visitors
- Be aware of what your body language is saying
- Decide who your key targets are and brief your team to focus on them
- Collect lead information
- Earn media coverage
- Don’t let existing customers and business contacts monopolise your
time
What to do after the show and measuring its success
Follow through all of
the new opportunities you have generated. Here's where some companies waste
the benefits they've worked so hard to achieve
while others capitalise on them and turn them into profits.
- Sit down with
the team and do an honest assessment of what worked and what didn't
- Measure your results
- Follow up ALL your contacts and leads – religiously!
- Send a mailing to all show visitors
- Follow through on all press releases
- Write a final report
- Reserve a place for next year!
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