1 Preparation is everything
Start with a plan – preferably several months in advance of the show. Make lists, discuss budgets, logistics and stand design… by being fully prepared, you’re already on the way to a successful show.
2 Brief your staff
Make sure that team members picked for event days are chosen for their knowledge of and enthusiasm for your business. Brief them on why you’re attending this particular show and what you expect of them, ensuring everyone is clear about what they’re doing.
3 Set goals
What are you hoping to gain by exhibiting at this event? Are you there to raise your profile and increase brand awareness or to generate sales? By setting realistic and specific objectives for the event, you’re more likely to achieve them.
4 Be eyecatching
In a busy exhibition hall, you only have the briefest moment to attract a visitor’s attention – and in that moment you want them to realise that you are exactly what they need. Professionally designed graphics are imperative to ensure your stand design is eye-catching and engaging. Be bold, be vibrant, be eye-catching and inventive. Make sure your stand is the one everyone notices.
5 Who is your target audience?
Figure out who you are trying to attract. Tailor your pre-show marketing to let this audience know you will be there, what you will be promoting and importantly, the location of your stand within the hall. Make use of your social media platforms to drive visitors to your stand – engaging them with hints and teases, competitions, reveals – anything that you think will increase engagement.