How to make the most of exhibitions and events

With over 10 years in event management including internal events, conferences and exhibitions, it is amazing the number of companies that book to exhibit at an exhibition and then don’t maximise on their attendance.

Exhibiting at such an expo can be a very worthwhile exercise but before attending the event, it is a must to ensure that you have everything in place such as banners, giveaways, lead generating forms, exhibition stands, signage and so on. Also I would recommend asking the organisers if there are other opportunities that you can maxmise on such as speaking slots, workshop slots and sponsorship.

Every exhibition and every venue is different, but here a few basic guidelines to remember when representing your company at an event or exhibition. Make sure you maximise ROI and lead generating potential with these simple etiquette guidelines.

Do’s and Dont’s

  • Be prepared and know why you are there and know the types of people/visitors you will be engaging with.
  • Be ready for the event opening and remain there until event close.
  • Always make sure there are at least 2 members of staff on the stand at any one time in case one of you is busy with a customer and for break purposes.
  • The bigger your stand space, the more staff you may need without it being overkill.
  • Make sure the stand looks clean and tidy e.g. banner stands are straight, tables are uncluttered, equipment works etc.
  • Test equipment before the stand opens.
  • Always dress smartly and wear your name badge as provided.
  • Make eye contact and smile to passers-by.
  • Visual aids are a great way to attract staff to the stand – such as a screen with a rolling presentation, a video on playback, a game, a prize draw or merchandise to give away.
  • Always have an event specific lead generation form, online or paper based, to gather details from potential leads.
  • Remain professional at all times.
  • Hand out literature when appropriate.
  • Look busy, but still approachable.
  • Try not to eat on the stand if possible.
  • Try and quickly assess time wasters from prospects when first talking to a visitor to your stand
  • If budget permits and if the show content is appropriate, spend out on having a workshop/talk at the event to generate more leads and to raise awareness

 

What to do if traffic to the stand is slow?

  • Walk round handing out leaflets.
  • Ask the event organisers to make a public announcement of some kind to invite people to your stand.
  • Talk to the organisers and ask them what can they do to help.
  • If there is wireless, use this to get a message out to attendees.
  • Talk to the press at the event to generate interest on the day and for the long term.
  • Look at competitor’s stands, how are they doing?

Pinpoint Marketing has a checklist to ensure that you have a great event, please email and ask for a copy.

nicole@pinpointmarketingconsultancy.co.uk

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About nicolepinpointmarketing

I am the owner of a successful marketing consultancy business, established in 2008 to work with, help and support local businesses. Pinpoint wants to advise small businesses on how to best market their products and services, using minimum budget, but making maximum impact!
This entry was posted in Advice for the small business, Event planning, Marketing Planning and Strategy and tagged , , . Bookmark the permalink.

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