Of all of the advertising and marketing avenues, the exhibition can generate more business and can result in a healthy ROI, yet in order to get it right, there is a lot of careful planning required. From the design of your stand to the range of products you will show, there are many decisions to make, and with that in mind, here are some of the important factors to bear in mind when preparing for an exhibition.
- Define your Goals – You might wish to make network connections that are industry specific, or launching a new product line, or perhaps you have old stock that you wish to clear at a reduced price. Defining your goals will help you to plan your marketing approach, and with all staff on the same page, you will hopefully achieve the desired results. You can check out and refer to the ten questions you should ask when preparing for a business event, which highlights the importance of careful planning and preparation.
- Stand Location – Where your stand is located has a bearing on how many visitors will pass by, so always look for a space near the entrance, as visitors have to pass you at least twice. It might cost a little more to be in a prime spot, but the benefits are likely to far outweigh the extra expense, and make sure you book your space well in advance as the best spots will be the first to go.
- Exhibition Stand Design – Another critical aspect of a successful exhibition, your stand should be suitably impressive, and if you go to professional UK exhibition stand builders who have a wealth of practical experience, you can be sure that the finished stand will reflect your company in all the right ways. If you have a concept in mind, they can work to that, while also suggesting various styles, and with their expertise, your stand will be one that people remember for all the right reasons. First impressions are important, and if you can create a warm and welcoming ambience, you are halfway there, and with today’s modular systems, any shape can be created.
- Be Prepared – You are advised to create a list of essential items – such as promotional leaflets, demo products and anything else you might require. Each member of your sales team should have more than adequate supply of customer folders, which would include all promotional literature and any other paperwork. You can never have too much promotional literature, and with some storage space at the rear of the stand that is full of essential printed media, you won’t run out of anything.
- Interactivity – Think about ways that you can make your stand interactive, with touch screen technology, for example, you can give the visitor the chance to add some input. It might come in the form of a task, for which the visitor receives a prize, and by involving people, you are engaging your potential customers.
Your sales staff are an essential component of a successful exhibition and by holding motivational meetings at the end of each day, your team will always be in tip-top form. Preparations should begin as soon as you have booked the floorspace, and with the help of an established exhibition stand constructor, you can take the first steps towards a successful event.