1. Clarify your objectives, for example, to collect leads, meet existing customers, make direct sales, or network with other businesses.
2. Choose an exhibition that will attract your target audience and take into account the exhibition’s reputation, location, size and publicity plans.
3. Consider whether the timing suits your plans and existing workload.
4. Assess how cost-effective cost-effective it will be: compare expected benefits with the costs of exhibiting, including staffing your stand.
5. Book early to ensure that you are included in the organisers’ publicity material.
6. Book a space which will suit your proposed display; consider which locations in the venue offer the most cost-effective exposure.
7. Decide whether to use the organisers’ shell scheme or your own designer for your stand.
8. Start planning well in advance: organise marketing materials, plan the layout of your stand and find out what facilities are available (eg storage and security, power points and refreshments).
9. Before the exhibition, promote your presence to your target audience (for example, with free tickets).
10. Decide in advance how you will respond to different visitors, for example, students, potential customers, VIPs and competitors looking for information.
11. Select personable, knowledgeable employees for the stand, and provide sales training if necessary; take enough people to allow for breaks.
12. During the exhibition, let visitors browse briefly before approaching them to identify who they are and what their interest is.
13. Arrange to follow up; as a minimum, record the name, job title, contact details and area of interest of each potential customer.
14. Consider using the organisers’ list of attendees, as well as your own records, to contact targets after the exhibition.
Do's & Don'ts
Do:
Focus on your target audience and objectives.
Plan well in advance.
Design a welcoming stand.
Get contact details.
Follow up.
Don’t:
Build barriers which discourage visitors.
Ignore visitors.
Forget to take plenty of brochures.
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