Category Archives: Corporate Reasons for Exhibiting

Tips on How to Plan for an Exhibition

Pre-Plan All the Elements to Exhibiting for a Successful Outcome

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Many of the following bullet points will be covered in more detail in future Exhibition Tip blogs:

  • Set strategy, objectives and goals. You need to know why you are exhibiting and what you want to achieve that is measurable. Participation in trade show should always be reviewed against measurable objectives. This allows return on investment (ROI)to be analysed in order to understand the degree of success of attending that tradeshow
  • Confirm buy-in from other company departments. Discuss with departments their participation and the need for their support resource and staff, both in the pre- planning and on-site stages, for the exhibition to be successful
  • Clarify budget available for the exhibition. You need to know what your budget is before embarking on the stand build, marketing and all the other items that will need to be included in in your plan
  • Start the planning process in plenty of time. The longer you have, the better prepared you will be. Create a timeline document with schedules of what needs to be done when, showing deadlines both from the show organisers and your own. This is a vital document to keep everything on time for payments, tradeshow catalogue entry and planning logistics. The date of the show cannot be put back like a product release: it is happening on the date publicized and everything needs to be ready
  • Keep an updated check list to run in conjunction with the timeline
  • Decide on the promotion and marketing of the exhibition both on-line and with traditional media, using invitations, sales initiatives, website, social media, advertising, signage, PR, and sponsorship. At the start of the planning process for exhibiting the theme of the company exhibition needs to be decided. All marketing and promotional material and communications about the exhibition should be of the same look and feel so that there is consistency in the show’s marketing and the branding of products
  • Select stand location: consult floor plans, traffic patterns and audience make up
  • Consider the design of the exhibition stand. Have you booked a shell scheme or space only? Are you using a previous stand or designing a new one? This needs to be incorporated into the timeline. You may need to allow additional time for briefing design companies to quote and present concepts for a new or bespoke stand
  • Plan the logistics. You may need to consider:
    • Reserved hotel accommodation for staff
    • Selecting and briefing speakers if a speaking slot is confirmed at the show
    • Shipping of goods to show, as well as transportation of staff
    • Selecting suppliers for food and beverage, hospitality, stand furniture
    • Ordering literature and give-aways for use on the stand
    • Reviewing technology to be used on the stand
    • Ordering utility services required for the stand
    • Creation of signage and graphics for stand
    • Products to be displayed
    • The process of lead collection and follow up
    • Press Packs
    • Creating an exhibition handbook for staff attending
  • Review internal communication and staff training. Having the right staff who are properly briefed and trained for the show is vital to make sure all the pre planning is a success and they know their roles on-site
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Tips on getting the best exhibition stand location

Stand Location

Securing an opportunistic tradeshow or exhibition display location is like finding a prime piece of real estate for your business. The location is one of the most important factors that will determine whether or not you are successful.

The location of your stand is linked to the amount of traffic that you can attract to your display area, which correlates to the potential number of leads and sales you can ultimately achieve.

Deciding what position to take on the trade floor is important to the flow of traffic and visitor footfall. If possible book your stand position as early as possible when there are usually more options.

Some exhibitors will book the stand space for the next year directly after the trade show has finished if their attendance had been successful, sometimes the organisers offer an early bird discount.

Points to consider when booking your next tradeshow space whether shell scheme or space only.

  • While high traffic areas are sought after by exhibitors, there are some high traffic areas that are important to stay away from such as entrances or exits. The entrances and exits of exhibition halls are often so crowded and chaotic that visitors may not notice the tradeshow display booths that are re located right next to the door.
  • The best location for a tradeshow display stand? Look for an area where there is less congestion within expected traffic patterns.
  • Select a location where your stand may be able to stand out from others, based on size and graphics, which will allow the greatest visibility and successful sales.
  • If the show is large it’s usually better to be with companies that offer similar products. For example if you’re at an IT Show then you would want to be in the same hall as those in a similar market e.g. specialized software. Often the organiser will recommend which hall is appropriate for your class of services or products.
  • Beware of positioning yourself too close to your principal competition if they have a higher visibility or larger stand than your own.
  • A stand that is at the junction of two aisles is more preferable to one that only has one open side as you can catch the traffic from two directions, or even four.

Exhibitions offer a unique sales platform where you can actually meet potential clients face to face.  Most of these visitors would have paid to attend so in effect they are actively in a buying mode.  It’s a well-known fact that exhibitions offer the greatest return on investment providing you follow some very basic rules.

 

Tips on How to Run a Successful Exhibition: Finding the right exhibition for your company to exhibit at

Before signing up to attend an exhibition which is a large undertaking both in commitment to time, people and money you need to undertake market analysis and understand your company’s market, its market strategy and its objectives.

Market Analysis of Your Company Market and Objectives

Before researching which exhibition to attend you first need to understand your own company’s specific marketing objectives and strategy. This includes:

  • Market environment, and market share trends
  • Your customers
  • Your competition using SWOT (Strengths, Weaknesses, Opportunities & Threats) analysis
  • Your company strategy and marketing objectives

Research

It is essential that you undertake research about the exhibition before deciding to book a stand space. Unfortunately many companies fail to do this, resulting in very poor outcomes, being out of pocket and putting off exhibiting at further exhibitions in the future.

The simple way of researching whether to attend a trade show is to ask the exhibition organisers for last year’s exhibitors lists and visitor attendance records including demographics of attendees numbers, job roles etc.

Speak to previous exhibitors to find out their experiences and return on investment. It is amazing the information that can be gleaned in this way. For example comments might include, “The show was good but we were in the wrong hall, Hall 2 had most people because that was where the restaurant was”. Or “Yes there were lots of exhibition visitors but unfortunately they were not the decision makers.” The exhibition industry, like most others, has a series of professional publications that list the major events around the world.

The credentials of any show can be established by checking how long it has been going and its relevance to the products or services on offer. Also consider the exhibition’s ability to attract the market leaders to exhibit, and the decision makers to visit and the level of advertising and promotion for the event.

Exhibition Publications

Before you book trade show stands it is imperative that you undertake some research to identify the right trade show so that you get a good return on your investment. There are many ways in which you can research a show’s success before you book or design any trade show stands.

Publications like ‘Exhibition Bulletin’ will list shows by venue, industry type and time of year. Exhibition Bulletin runs regular features such as Audit Watch. Here you will be able to see which trade shows are in decline and which shows are improving their attendance levels and exhibitor numbers. By speaking to the organisers you should be able to get hold of previous year’s exhibition catalogues to see which clients are rebooking their trade show stands and which ones are not. It is always a good idea to speak to these companies to find out why they have rebooked their trade show stand, who attends the show and how successful it was for them. Obviously you need to make sure that the types of visitors are right for your organisation and products or services.

Resources & Information Available

Online Resources to Source Trade Shows

·        AllConferences.com

·        BizTradeShows.com

·        Bvents.com

·        CantonFair.org.cn

·        Conferensum.com

·        EventsEye.com

·        EventsinAmerica.com

·        Exhibitions.co.uk

·        ExpoCentral.com

·        ExpoDatabase.com

·        ExpoPromoter.com

·        ExpoFairs.com

·        GlobalSources.com

·        TheTradeshowCalendar.com

·        TheWholesaleForums.co.uk

·        Tradeshow.alibaba.com

·        TSSN.com

See more at Trade-Show-Advisor.com

ExpoPromoter.com

ExpoFairs.com

GlobalSources.com

MyTradeFairs.com

TheTradeshowCalendar.com

TheWholesaleForums.co.uk

Tradeshow.alibaba.com

TradeShowPlaza.com

TradeShowWeek.com

TSNN.com

Create Your Own Database of Exhibitions

Create your own company database of exhibitions with pertinent information, so that it is easy to review which are suitable to attend such as:

  • Year quarter
  • Start and finish date
  • Name of event
  • Theme of trade show
  • City & country
  • Venue
  • Website
  • Organiser contact
  • Target industries
  • Target audience
  • Budget cost to exhibit – space only, shell system
  • Number of attendees in previous year
  • Speaker opportunities
  • Final call for papers date
  • Is sponsorship available?

The above suggestions should assist in making your decision to which Trade Show to exhibit at easier.

Tips on How to be a Successful Exhibitor – Corporate Reasons for Exhibiting

There can be many business reasons why a company should consider participating in an exhibition as events are an important part of the marketing mix. Listed below are some marketing reasons for exhibiting that a company or organisation may use to promote themselves and their products.

Reasons for exhibiting can be:

  • A medium for passing on information, specifically for new products and services
  • To make announcements, to launch a new product or service, to understand customer needs
  • To create brand awareness of company product in an associated market tradeshow
  • Part of a conference where there are exhibitor stands to showcase products
  • Way to meet new customer prospects and gather sales leads
  • As sponsor of a tradeshow
  • Using a speaker slot with exhibition stand backup

Examples of the Benefits to Business Clients Who Attend an Exhibitor Stand at a Conference:

  • Brand awareness visiting the stand allows the attendee to build up a picture of the quality of the company products or services
  • Good for education and increasing knowledge of the products and newest ideas in their business environment
  • Excellent communication forum for the end user to meet sales people with in-depth knowledge of their products or services
  • Ability to fast-track communications to the highest level

Benefits from the Company’s Perspective

  • Opportunity to increase sales of products with users demonstrations
  • Ability to collect new sales leads from prospects
  • One of the marketing vehicles for increasing regular communications with both current, new and potential customer
  • A platform enabling the company to know the client better and understand their business needs for the portfolio of products and services that they are developing
  • Excellent PR opportunity to made customer feel important and build on loyalty and customer relationship by sponsoring a drinks reception or dinner
  • Good opportunity to get the third party vendors and resellers involved on the stand promoting the company’s products and making them more involved with the clients, as well as strengthening the business alliance
  • Event feedback should be measured against the objectives to establish the benchmark for the next event and to determine whether the event has been a good marketing vehicle in generating a return on investment and an increase in the sales funnel. Well-designed feedback can also show how to improve future exhibitions