Exhibition

1. Analyse why you are exhibiting

Think carefully about how your company will benefit from the considerable investment involved. Set some specific goals (e.g. leads generated, revenue on the day, quantity of samples distributed) and measure your results against these goals to determine success.

2. Assess your budget for the event

A classic formula is:

• 30% on merchandise. According to research, a useful promotional item can increase the likelihood of a prospect coming back to you by a massive 25%!
• 40% on stand decor. Exhibition visitors will subconsciously scan the stands before deciding whether to turn to you or someone else, so make sure there is something about your stand that will attract them.
• 20% on team clothing. If you’re not in branded matching outfits, visitors will struggle to identify your team from the rest of the crowd. Don’t be afraid to pick eye-catching, brightly coloured clothing that will get you noticed.
• 10% on posters and leaflets. Well-designed printed literature will complement and support your promotional merchandise, and leave visitors with a lasting impression of your company.

3. Plan the look of your stand carefully

Put yourself in the shoes of an event visitor and think carefully about how to make your stand the one they will remember for months afterwards.

4. Have a strategy to engage with your target audience

Run a competition, raffle or quiz to give your sales team a chance to engage with attendees. Prizes don’t need to cost the earth to attract attention – gift vouchers or free samples of your product work well. If you can also collect their business cards or contact details, these can be followed up after the event.

5. Have a post-event plan

Failing to follow up on hot leads after an event can squander all the time and money invested beforehand. Make sure you allocate a few hours each day for the next couple of weeks to follow up every lead thoroughly – it’s essential!