Quick Guide to Exhibiting
Maximise the show’s potential and your investment, avoid costly pitfalls and reduce show stress.
Help us promote your presence at the show.
Provide us with product images of your new ranges, and any news stories you have, in the run up to the show. They could be used in marketing (both printed and online), in trade magazines and local/national press. Don’t forget you have a free image to go with your exhibitor listing on the show website. Email it to firstname.lastname@example.org for inclusion.
Use your website.
Your exhibitor listing will link to your website and/or your Twitter account, and you could also link from your website to the show site. This will give your customers information about where to see your latest ranges, and any show offers you have. We can supply you with banners, logos, footers etc to use.
Design your stand well in advance.
Set up your stand at home or in your work place. You can see what goes where and hopefully identify any problems before you get to the venue. Read the exhibitor handbook to take advantage of early booking discounts for things like electrics.
Conduct pre-show marketing
Get in touch with both existing and potential customers. Tell them which stand you’ll be on, and give them reasons why they should visit your stand. What new product ranges will you have on display?
Give buyers even more reason to visit you.
For example – run a competition for a bottle of bubbly by collecting business cards. Offer free carriage on first orders placed. Offer 10% off all orders placed at the show. If you tell us about your show offers they will appear on the website and may also appear in the show preview and catalogue
Make sure you have everything you need.
Useful items could include; dustpan & brush, step ladder, velcro, double sided sticky tape/pads, scissors, blue tack, floral display, enquiry pads, mints or giveaways for buyers.
Have a system in place for after the show to follow up your leads.
More than 50% of show business will come as a result of good follow up. Don’t miss out on hot leads that are waiting to hear from you! Buyers expect a call within a few days of showing interest. See this email we received: “Thanks for an interesting show, but as of this date we have had no follow up calls from any exhibitors we spoke to expressing interest in their products”…
AT THE SHOW
Use the right staff.
Have someone who has a natural ability to engage the visitor and make them feel welcome. They can smile, meet, greet and attract potential buyers.
Be welcoming on your stand.
Put away the laptops and mobile phones and engage with passing visitors. Eye contact and consistent smiling is always needed when exhibiting, everyone likes a friendly face.
Dress in order to impress your target market.
There is no real definition of smart but we definitely recommend wearing something that is seen as suitable and also comfortableness is key. If you are uncomfortable standing up all day then it may transmit to your visitors and you don’t want to give the wrong impression.
Never leave your stand empty.
Many of you will be well aware that running a business and a stand at the same time is no easy feat, but you should never abandon your stand! Every time you leave your stand then your money invested within the event is being squandered. If you do run your business by yourself then take one of many family or friends, students from your local university/college. ANYONE. This is key for monetary reasons and more importantly, toilet and coffee break rotation.
Record buyer details accurately.
Make sure you record your leads correctly, including any follow up required, and build a valuable database of potential customers. We have enquiry pads available at the show, that will help you record all of the relevant information so that you can follow up effectively after the show and have a record of what you agreed at the show.
Ensure stand graphics are bold and to the point. You only have a couple of seconds to grab the attention of passers-by. The area that has the most impact is between 0.75m-1.8m from the floor. Information or items displayed above or below this can lose effect.
Have brochures, business cards, price lists and other important information ready well in advance. Ensure all members of staff working on the stand are properly briefed as to what material is available and how it should be used.
Do not economise on stand and product lighting.
If your stand is unlit or poorly lit you are less likely to attract buyers’ attention!
AFTER THE SHOW
At least half the business generated from a trade show will come afterwards, but only if leads and enquiries are followed up in a timely and professional way. Regular exhibitors will agree when we say the ‘real work’ starts after the show.
Get in touch with your potential customers straight after the show to see what further action is required.
Maximise return from leads.
Follow up every single enquiry – write to buyers to thank them for visiting your stand and re-iterate your special offers or show discounts.