Tip 1: Define your objectives
As an exhibitor, what do you want to accomplish with your exhibition stand?
- Increase sales?
- Build brand awareness?
- Build industry awareness?
- Educate customers?
- Create new relationships?
Once you have defined your objectives, put an action plan into place to achieve your objectives.
Tip 2: Exhibitor Planning
Keep the following points in mind when you’re planning:
- Fix a budget
- Set objectives
- Be selective
- Watch your costs
- Consider staff training
- Don’t understaff
- Be aggressive
Tip 3: Careful review of the show manual/CD
Most shows will at some point supply you with a manual with show rules and guidelines.
It’s very important that you look through each manual carefully, as every show is different.
- Note important information
- Note deadline dates for order forms
- Fill in all mandatory forms
- Send a copy of the Manual to your stand builder
- Look for promotional opportunities
Tip 4: Stand design and graphics
Keep the following points in mind when you’re designing your stand:
- Create a concept
- Make it visual – colours catch the eye
- Think about technology
- Utilise the space
- Get interactive
- Light it up
- Use fabric graphics
- Work with professionals
Tip 5: Promotion
It’s time to spread the word – tell everyone!
You should look at using the following channels to let people know that you will be exhibiting:
- Social media
- Company Website
- Personal letters/Invitations
- E-mail signatures
Tip 6: Staffing
Staff manning the stand need to be briefed on the objectives. If the staff are not clear on your objectives, they are unable to help you achieve your objectives.
Train your staff on the following:
- Body language
- Opening lines
- Avoid playing 20 questions
- Don’t rush to demonstration
- Disengaging appearance/behaviour
Tip 7: Post-show
After the show it’s important to look at the following:
- Measure your return on investment (ROI)
- Improve for future exhibitions
- Budget for your next exhibition
- Research new exhibition opportunities