Without an exhibition plan, trade show exhibiting can be a little overwhelming. This is especially the case if your event is just around the corner and you still don’t have a clear trade show strategy. There are a couple of things you can do to take back control and have a stress-free exhibiting experience.
◉ Choose the Right Exhibition
There are thousands of exhibitions taking place right around the world so you need to make sure you choose the right show for your business. Start by researching the best exhibitions in your industry that are relevant to your business and find out as much about the exhibition as possible. Most importantly, you need to choose an exhibition that targets your audience so choose a show that your ideal customers will be at.
◉ Outline Your Goals
Before you plan anything for your exhibition you need to set goals for the show and consider what you want to achieve. What are your business goals? Maybe you’re selling a new product, want to network with other businesses, gain new clients, raise brand awareness, or get more leads. Set realistic targets to reach these goals and calculate ROI once the exhibition is over.
◉ Exhibition stand location
You need to book the most suitable space for your booth at the exhibition. Consider how much space you need, who your neighbors will be, and whether you want to be near your competitors. You will most likely want to be in an area of high traffic but prime locations can sell out fast so be quick and book your spot.
◉ Plan
Preparation and planning are key at the fair and you should start preparing weeks before the event. Start by doing competitor research to see who else will be exhibiting to get an idea of what to exhibit.
◉ Promotion
As soon as you have confirmed your place at the event you can start promoting yourself. Tell existing customers and prospects when and where you will be exhibiting using a variety of marketing channels including your website, social media, and email. Let them know where you will be located and what they can expect to find at your stand including products, offers, and demos.
You can continue to promote your stand during the event using social media to invite users to stop by your booth using images of the show and hashtags to engage in online conversation around the exhibition.
You can continue to promote your booth during the event by using social media to invite people to stop by your booth.
◉ Stand Design
An eye-catching stand design is the key to attracting visitors to your stand and engaging with them. Make sure your design incorporates your brand colours and logo and communicates your message clearly. Your stand should be designed around your audience so focus on what kind of design would appeal to them.
◉ ”Follow up”
Following up with leads after the show is over is one of the most important parts of a show. Reach out to the people you met at the show, reach out to leads and convert your visitors into sales.
The whole process of participating in the exhibition is a complex process that requires a lot of time and money. Communication with all team members is essential to make the right decisions on booth design, marketing and goal setting.
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