Get More from Exhibitions
Maximise Sales and Leads from Exhibiting at Trade Fairs and Expos
Jun 15, 2008
Exhibitions and trade fairs are unique as they bring together buyers and sellers in one place for a specific purpose, i.e. to get closer to each other. However, preparing for an exhibition is no easy task and if you get it wrong it can be a frustrating and expensive mistake.
There are lots of opportunities for exhibitions, including;
- Local trade fairs, often run by Chambers of Commerce or local authorities.
- Specific events like Wedding Fayres.
- Industry-specific events, e.g. the direct marketing industry gets together for the annual International Direct Marketing Fair.
- Local events, e.g. country fairs or shows.
As an exhibitor, you’ll need to create some kind of presence in the form of a stand or stall. It may be just a table or a banner, or perhaps a bay with lots of space and the opportunity to set up hospitality facilities or display your products. Whatever it is, it has to attract the attention of passers-by within a few seconds.
It was suggested in Marketing Communications - An Integrated Approach (2004, Smith & Taylor) that attendees visit, on average, a maximum of 13 stands regardless of the size of the exhibition and an exhibitor has 5 seconds to attract someone’s attention as they walk past. Focus on those two statistics when you’re creating the presence.
Creating a Stand
First of all, look at how much space you have and the purpose of your attendance. If it’s to attract new leads, the stand needs to be welcoming and promote the benefits of people talking to you. If it’s networking and relationship building, the stand still needs to be welcoming but now it may have hospitality facilities or a seating area.
Think also about how you’re going to decorate it. You may need posters and banners running alongside the table but you should also decorate the back of the bay and the area around it.
What are the staff going to do whilst on the stand? Should they be encouraging people to enter a competition so you can build a database or do they need to engage in technical conversations? Consider this aspect when deciding who best to represent the company.
The answers to these questions will also determine the amount of creative production you need to do, e.g. whether you need new posters or a leaflet designed specifically for the event.
Planning
Start as early as you can. It’s only when the design process starts that an exhibitor will realise exactly what they’ll need to produce for it. Don't decide the week before that an extra leaflet would be useful.
Remember that costs can also increase dramatically. Don’t just budget for renting the space, remember also;
- Graphic designer fees
- Printing and production costs for the materials
- Transporting display equipment and samples to the venue
- Staff costs – who is going to look after their work whilst they are at the exhibition?
- Follow up marketing activity – all those leads generated need to be contacted afterwards and that needs to be paid for.
A great source of information on exhibitions is the Association of Exhibition Organisers. If you’re not sure whether exhibitions would be worthwhile for your business, read Using Customer Buying Processes first. If you’re ready to attend an exhibition and will be working wth a graphic designer, read Working with Graphic Designers.
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