If you’re considering exhibiting, then you will have already acquainted yourself with the benefits it can bring. However, it’s essential that you don’t ‘wingit’! In order to experience the full benefits of exhibiting, you will need to study and be clear on the following secrets we’ve revealed for you:
1. Clear understanding
In our recent blog post we emphasised how important it is to set your goals and write them down. The same applies when planning an exhibition. You and your exhibiting team will need to:
• Clearly understand the purpose of why you’re exhibiting
• Know what your goals are as a team and individually
• Set realistic milestone-targets that will help you achieve your goals
• Set deadlines that need to be met in order for you to attend the event – e.g. you don’t want to be designing your marketing materials last minute!
• Create a Plan A and a Plan B for the event, you need to be able to adapt to the condition that presents itself on the day.
(You can find out more on how to make goals more achievable here).
2. Choose your venue
You may be thinking that this should be the first step – but don’t be fooled. To ensure you have a successful event you need to be clear on your purpose and goals first, this will help determine what exhibition is right for you. Make sure you do your research and find out what exhibitions are taking place and which ones align well with your goals and what you want to achieve from attending. (Take a look at this list of the top exhibition venues in the UK, click here).
3. Competitor research
Before designing your stand and other striking materials for your event, develop an understanding of what competitors you’ll be against and what they’ll be ‘bringing to the table.’ Gain an advantage location within the hall by registering early. Advantage locations are high-traffic areas that people will likely be walking past more frequently than others, such as near restaurants, refreshment areas, toilets etc. Once you have your spot, check on who your neighbours will be at the event so you can adapt your strategy if necessary.
4. Impact and first impressions
Design is a key part in ensuring you stand out at an event so you need to have your print materials thoroughly planned out and ready well in advance of the exhibition. It’s a common theme where people leave it till the last minute and have to rush this key part of a successful exhibition. You should be strategic and tactile in your design choices which takes a lot of thought and time, so allow it the time it needs! In addition, it’s easy to discount the lighting factor that you’ll be faced with once you arrive at the venue, and it would be a shame to have a great stand that is hindered by the indoor lighting. So, ensure you are able to adapt to your surroundings by taking additional light sources or by incorporating that element into your stand/other materials.
Don’t forget to consider gadgets and items that your visitors can interact with such as video books and endless folding cards; these items will prompt further conversation by keeping them at your stand for longer and will leave a longer-lasting impression.
5. Spread the word
Another great point about securing your spot early is that you will have longer to action the 5th secret. Spread the word! Let people know about the event that you’re attending, there are many ways to get the word out such as:
• During phone conversations with clients and suppliers
• Add a footer to your emails
• Post on your website/blog
• Social media
A great tip for spreading the word and getting involved in the event before it takes place is to follow accounts and get involved in conversations related to the event on social media. Not only will this create interest in your company, but it’s also a great tool for you to get to know your competitors and potential clients beforehand; which will further aid preparation for the event. You may find through connecting via social media first, you are able to schedule in times to meet with potential suppliers and customers.
Remember to follow any related accounts or hashtags that are mentioned during the event so you can continue to promote your stand and encourage people to visit while you’re there. It’s a great idea to have someone taking photos/videos and notes during the event so that you can share your experience with everyone once it has ended. You’ve been reeling people in and getting them interested building up to it, so it makes sense to continue conversations and update social media posts.
We have one additional tip for you, and that’s not to forget your follow ups! You’ve put in great effort to make the event happen, so make sure you action follow ups one to two days after.
If you’re stuck for ideas regarding Marketing Materials, you can download our Exhibition tailored catalogue here.
Thank you for reading, we hope you’ve found our blog post useful! Don’t forget to connect with us on Twitter and let us know which secret you found the most useful, or share your own with us @birchprint.
