Getting the Most out of Exhibitions

Exhibitions are one of the most powerful, versatile and cost efficient tools available. To take full advantage of them, check out our best tips to effectively display, ranging from the establishment of objectives and design of its stand, for monitoring and measuring effectiveness.

A strategic marketing tool – the exhibition, such as advertising, direct mail, public relations and direct sales are a strategic sales and marketing tool. They should be used as part of an overall marketing strategy, not in isolation.

Consider the benefits – To get the most out of your participation, we must understand exactly what benefits are offered exhibitions:

Highly targeted – With their carefully focused profiles, and highly targeted to the public, exhibitions allow you to direct your marketing efforts and sales accurately and efficiently, with minimum waste.

The buyer comes to you – Visitors to the exhibition are active buyers professionals. They make a conscious decision to attend, and set aside valuable time to do so. Many are specifiers and influencers who might otherwise be impossible to identify.

3D sales and marketing – There's nothing like the impact of a live demonstration. At an exhibition, buyers can see, taste, touch and test the product themselves.

Face to face contact – The most persuasive selling, and build relationships with customers.

Neutral sales environment – The buyer feels under no great pressure to buy, while the seller does not feel intimidated by visiting the buyer on his territory.

Rapid market penetration – can reach a large market share in a short space of time, reaching more than four days thankyou might otherwise achieve in months.

A powerful combination – the mass exposure combined reach of advertising, targeting direct mail, the persuasive power of face to face selling, and the benefits of Internet networks to create a unique environment in which it can be a wide range of sales and marketing objectives out, individually or side by side.

Prepare Analyses Preliminary Cost – Costs vary greatly depending on the type of presence they want. A stand interpreter / pipe and fall which can cost less than one page of advertising trade press, but it will take at least the same amount of new equipment, building envelope and base.

Be realistic in your expectations – Exhibitions generate millions of dollars in business each year, but it is unusual for exhibitors to do during the event. For most companies, the orders will come in the coming weeks and months after the show. You should be prepared to pursue your potential customers with force and "tracked on an ongoing basis, so that they can trace as many sales as possible back to the source.

Exhibitions will take time and effort – Do not underestimate the amount of planning and preparation necessary to present properly. Effective planning and monitoring can mean the difference between a bad experience and show good. But it can mean the difference between a good show and a truly exceptional.

opportunity – The exposure is adequate to maximize a wide range of sales and marketing specific objectives, of which the most widely used:

Generating sales leads – Reach a large number of buyers in a few days and the maximum impact sales product display and demonstration. Exposure investigations have excellent conversion rates when follow-up after the show.

Release a new product or service – Stands with new products are a major attraction for buyers and the media, most of whom attend exhibitions to see what's new. "

Penetrating a new market – Expose is one of the most economical and efficient means faster exploration and entry into new markets, offering a mass exposure and instant database of qualified sales prospects.

Construction of customer loyalty – Regular contact with clients shows that you care and exhibitions are an extremely cost-effective means of keeping in touch.

Positioning / repositioning of a company / brand – Exhibitions can be used to quickly establish a new identity or change perceptions the market about a company and its capabilities.

Market research – Exhibitions bring together a complete cross section of a market, making them ideal for customer research and provide instant feedback.

Building media relations – Exhibition provides a rare opportunity to meet and influence of the press "mass" and to generate coverage in new products or services and / or evolution of the company.

Recruiting new agents or distributors – Agents and distributors use trade shows to find new companies represent. If you are looking for new representatives, be sure to highlight the fact in its catalog entry, and the stand.

Obtaining competitive intelligence – The exposures are an excellent place to watch the competitors and evaluate their products and marketing messages.

Establish clear objectives – Choose the exposure to their objectives, and not vice versa. It may sound obvious, but companies have been known to book events not can offer your target audience in sufficient numbers to make their presence worthwhile.

Be consistent – the objectives of the exhibition shall be consistent with the company of larger strategies for marketing your / objectives. In this way, advertising, public relations, sales and direct personal exhibition activities are working to reinforce each other, not separately.

Set achievable goals – Nothing is more likely that the motivation of the staff that the goals can not possibly achieve, while the goals are realistic when making a real stimulus for the effort.

Prioritize your goals – If you have more than one objective, to rank them in order of priority so they are clear, his major Efforts should be directed. Do not try to do too much, or their resources are stretched and their participation will be the lack of focus.

Communicate your goals – The objectives have been established must be communicated to the computer fair, so that all together and share a sense of common purpose.

Name exhibition coordinator – Put a person in charge of the project with overall responsibility for planning, budgeting, management support, etc. – someone authority who can see the project successfully to conclusion.

Naming a renowned designer stand – Develop a list of suppliers and bringing the work to tender. Insist on seeing a portfolio of work for each company. Talk to previous customers and ensure they are able to work on time and within budget.

Establishing measurable objectives – Establish achievable goals against which to measure its success. If sales generating potential customers, example, the base of targeting your potential audience, the number of stand staff and total number of hours of opening.

Read the manual – Carefully read the exhibitor manual as soon as you get them, paying particular attention to the standing rules and regulations, and taking note of the deadlines for the return of the order forms. last minute orders and last minute changes may incur a surcharge.

Confirm your displays – Give your product managers plenty of warning to ensure that products are available and in proper condition for display. If you displaying team, remember should organize spare parts in case of failure

Publicize their presence – Prepare your press release (s) and the catalog and submit to the deadline. Send invitations to your potential customers, giving them an incentive to visit your booth. Event web sites offer many advertising opportunities – check a look at your options.

Check out the packages stand – Many organizations offer "bundle space, modular stand / Pipe and fall, furniture, lighting, etc for a package price. Promotional packages are also commonly available. They are an excellent aid to budgeting and cost control, and may save time and administrative effort.

Coordinate media activities – Maximize your budget promotion through the coordination of promotions of exhibitions activities of other means of communication. Leave a trade flash ad saying "see us at the booth of XXX, including invitations by mail, and to publicize their participation in customer newsletters and on its website.

Prepare a detailed Budget – Anticipating possible cost issues before committing the money, prepare a detailed breakdown of the budget, keep a close eye on costs, and a central register of all purchase orders and invoices.

Select and brief stand staff – Select the staff in advance to ensure availability and sufficient time for training. Write a record of service and ensure all staff are fully informed of the standing exhibits, the objectives of their function, and the company. "

Designing an efficient system for managing investigations – How to capture and classify information for visitors at the fair will determine the speed and efficiency with which you can track leads. Designing an investigation "form" for use by staff stand where visitors vital details can be quickly recorded (for example, products of interest, purchasing authority, the date of his intended purchase, etc)

Draw a timetable of key tasks – Use the manual and working backwards from the exposure, develop a timetable for essential tasks, highlighting who is responsible, and deadline dates for completion. Copy to all involved in the effort shows.

Establish clear lines of communication – communication breakdown is one of the main causes of problems in the exhibitions. Make it clear to their suppliers and the organizer that their points of contacts. Hold regular sessions with the team information to keep everyone abreast of developments.

Prepare to follow up leads – leads Exhibition takes hot if properly trained. Quick and effective monitoring is essential for sales return maximum. Establish an action plan before the event, and be sure to allocate sufficient time and people to the task. All cables must be contacted within a week exposure if possible, two at most.

Budget and cost control plan ahead – consider your display needs for all the year. Stand modular systems can accommodate a wide range of sites, and re-used in part or all of your needs.

Consider a package stand – Many organizations offer support for the outline of the package options shell / tube and exhibitors curtain, which includes everything from furniture and wall ground utilities and energy – a great way to control costs, as we are aware of their commitments in advance.

Develop a detailed budget – Look at your goals, determine the essential tasks needed to achieve and then estimate the costs involved. This will give a minimum budget on which to build. Be sure to provide all possible items of expenditure. Be generous when allocating funds: add 10% to all anticipated costs.

Record your expenses – Maintain a continuous record of expenditure budget and a central file of all purchase orders and invoices. Note to spend more reasons to help plan budgets more efficiently and more effectively next time.

Return all forms by the deadline – The last minute orders and last minute charges often incur a surcharge.

Think of the presence of exhibitions' no 'stand' – Do not make the common mistake of blowing your entire budget in the design of the stand. Remember to allocate sufficient funds for promotion, staff training and subsistence, and post show activities such as telemarketing and direct mail, to convert leads into sales.

Choose a reliable stand design – If you are opting for a custom-build up, choose a designer with a proven ability to work as planned and within budget. Contact with exhibition contractors association for a list of members. Talk to previous clients about the company history.

Skip a contractor stand – Go directly to a contractor standing is likely to be a more economical solution for exhibitors on a limited budget, especially if we take the modular approach, as many contractors include free design consultancy as part of the overall support package.

Take advantage of free advertising – editorial coverage is one of the best records of your business can achieve (assuming it is positive!). And it's free. Take time to prepare your dossier press and disseminate timely agent exposure and public relations specialist press.

Sales literature costs money! – Do not leave expensive brochures on the stand for every one to pick. Produce a concise sales brochure for general distribution and keep your back journals fashion for those who have a genuine interest.

Keep tight control of expenditure – Set, first exactly what it costs The company will collect. Give staff a "per day" allowance for meals and entertainment – the costs above this must be paid by the individual and reimbursed later, in his case. Keep alcohol and phones in the stand locked up at night.

Select, design and build your stand Review options
• Shell scheme / tube and fall of a modular system, built by the organizers on their behalf, including side and rear, rugs and table name. Stand accessories can be hired as needed and "packages pie" with furniture, lighting and power are often available. Ideal for first time exhibitors, those who have limited budgets and / or administrative remedies, and those seeking to control costs.
• System modular display available in a growing range of styles, shapes and materials, enabling a high quality presence for much less than it would cost on a stand built to measure. It can be quickly erected and dismantled, reduced cost of contractors on the site, and are reusable allowing costs to be spread across of various events.
• Custom-designed and built especially for companies who want total freedom of expression and a truly individual presence as an exhibitor. Caro, because they rarely can be reused. For this reason, the middle and solutions – reusable modular interior around which are built "Punctual" affairs are increasingly favorable to the cost savings that can be done.

Determine size of the stand – his stand size must be determined by its objective: that is, the type and number of exposures, the amount of free floor space needed for visitors (taking into account the number of derivations that are aiming to take), the features you need to include the receipt, storage space, reception area etc and, of course, by its budget.

proposed site access Verify that the service – If you're showing working machinery to check the position of the ducts service before confirming your current site or be forced to give up on your screen. Check for support columns for the same reason. For large sample, consider the proximity of the post of good access, and appropriate disposal of waste from working machinery demonstrations.

Prepare a design report writing – This should detail your objectives, exhibitions, service needs, requirements and facilities Graphics feet, and include information on design standards and regulations, critical dates and budget.

Develop a short list of suppliers – To protect your investment and ensure a good level of service and workmanship, stick to reputable suppliers. Call your contractor association for displaying a list of members. Insist on seeing a portfolio of their work. Talk to previous clients to ensure they are able to deliver on time and within budget.

Work Place bid – For the best overall solution design and optimization of resources, is found only in space must be tendered, ideal for three of the four companies. For large or complex products, you may have to pay for the detailed proposals.

Prepare a budget and work schedule – After having appointed a designer or contractor to establish, in writing, exactly what they are responsible. Confirm the budget and get a detailed breakdown of costs. Agree on a program of activities and establish clear reporting. If the stand is large or complex, visit the contractor to do the work in progress and be present on site during the build, not only in the last day.

Control in accordance with the rules and regulations – All exhibition stands must comply with certain regulations to regulate the height, loading, assembly, etc. construction materials will be detailed in the manual exhibitor. Designs for 'single space' stands must be submitted to the organizers for approval.

Organizing services essentials – electricity, water, waste gas, pumping and telephone connections can be booked through the official contractor order forms through in the Exhibitor Manual. If in doubt about your needs, speak with the contractor to ensure adequate supply.

Arrange transport and storage management – Ensure that all packages and boxes are clearly marked with the number of flag and stand, and that someone is on site when the goods are delivered. The organizers will not accept on its behalf, and the packages have a habit of going astray. Most places will not have room for cases of empty containers – will have to make arrangements with your shipping agent.

Allow sufficient time for installation – The show goes on whether its position is ready or not. Make sure the foot complex offers the designer can build on the accumulation of time available. Shell visitors scheme is not underestimate the amount of time it takes to install an effective screen. Do not leave it until the last minute and assume everything will be fine – it will not.

Leave your site as you found it – the end of the event, will be required to leave the exhibition space as you found it and pay for the clearing or repair the damage.

The essence of good design stand Form must follow function – Before considering what your stand will look like, it is necessary to clear what can I do for you. What will you exhibit? How many visitors are you hoping to attract? Will you require a reception, demonstration area, living room, an office? How much storage space is needed?

Choose a design that fits your image – Design of his stand says a lot about your company. Think carefully about the image you want to project. Want to be friendly and customer oriented, prestigious, high-tech or be getting? Brief your designer accordingly. Shell exhibitors system should pay particular attention to graphics. Displays at the last minute improvisation from Cheap materials do nothing for the image of a company as a professional organization.

Beware of psychological barriers – the open more than one position, more people are likely to step on board. Platforms can act as a psychological barrier and are best avoided.

Not try to determine the flow of traffic – Freedom of movement is essential for good stand design. If you try to control the flow of traffic around your stand too rigidly, you will expand all your energy directing users instead to do business with them.

Movement arouse interest – An exhibition on the move is more likely to attract a static view. If your product or service may not be proven, search other ways to create movement, for example, through the use of light, visual screens or rotating display signs and sockets.

Height increases visibility – The best place also only gives attention to them from a distance. Height does not have to be expensive – a single column or pillar with your company name can be extremely effective. Remember, too, in some places, visitors can look down at you from a gallery. Use all design opportunities to attract their attention.

Say what you do – Do not assume that everyone knows what makes his name single company. If you are not a household name, or is not immediately obvious from your screen so you can offer the use of graphics to explain.

Promote benefits, not features – Exhibits should be presented as specific needs and problems. Do not bury the benefits of a long list of features. If your products are the fastest, quietest, most durable and economic in the market, say so. Keep detailed technical data in hand in a brochure.

Keep your messages short walk – Visitors are bombarded with information on exposures and can only take both. Whenever possible, stick to the headlines in bold and, if necessary, bullets.

Do not skimp on the photo – The pictures are a universal language and have a great look and assuming of course that uses images of the good. One of the most common complaints of the designers standing concerns the poor quality of the photographs that are given to work with them. If photographs are an important part of your screen, plan ahead.

Make sure text can be read easily – The text should be placed in the eye or higher on the podium. Print upper and lower case it is much easier to read than print. If you use a longer text, stick to short sentences and paragraphs and use the type clear and well spaced.

If you are new to say! – The word "new" is one of the most powerful words in advertising. If you expose a product or service for the first time is labeled accordingly in the booth for all to see. Publication of your home with their presence objectivesDifferent objectives require different promotional strategies. For example, if you want to publicize a new business or product, advertising and sponsorship will ensure a high profile. If you have already identified prospects, carefully targeted direct mail and exclusive invitations stand would be more appropriate.

Coordinate its activities with care – the exposure should be treated as an integral portion of your marketing effort as isolated events in the calendar of marketing. Use the event to reinforce the themes run in other media; make do with us ".." flashes on the existing advertising, promoting your participation in your website, and customer newsletters.

Read the guide to advertising – Most of the events to prepare a comprehensive guide to advertising. Make sure it is sent to the person the right your marketing manager or public relations agency) take every opportunity of free publicity, and be sure to meet deadlines.

Invite current and potential customers – Recent research has shown that 83% of exhibitors were more successful (in terms of business generated and leads collected) had sent its customers and prospects before the show. (Source: Research Center for Exhibition Industry). You can send your own lists, shopping lists mailing list or pre-registration event. Include a ticket and a letter of introduction and / or incentive giving particular reason to visit your booth.

Present a catalog entry – Exhibition directories / catalogs are the definitive guide to who is exhibiting, what they are showing and where you can find. Available at the show, are increasingly published on the websites of the event to help attendees plan their visit. Use your free entry writing to highlight products / New services and the evolution of the company, emphasizing the benefits more features.

Prepare a press pack – Ideally, the package must contain a press release (or versions) in launching new products or business development, emphasizing the benefits, information background about the company, preferably in the form of a data sheet, and photographs, clearly with subtitles.

Inform the media of their activities – Ask the organizers that the media are doing show previews (most of the advertising guidelines are carrying a list). Please note the deadlines and submit your news and photos in due time. Send your news to advertising manager of the event also, for inclusion preview in official presentation, and review.

Consider sponsorship – sponsorship Use to stand out from the crowd. Most events offer a range of "off-the-shelf" sponsorship opportunities, from shopping bags and signs of the theaters of seminars and press offices. Better yet, talk to the organizers of a sponsorship package tailored to their particular objectives.

Using the Web to maximize – Most events have their own websites, and these are increasingly being used by visitors to plan your visit and make the most of your time at the fair. Take advantage of all advertising opportunities, including online catalogs and directories of products, news pages, banner ads and hyperlinks to their own site.

additional perspectives mail after the event – email prospects who do not have time to meet after the event. Many organizers to make their lists available to assist exhibitors, and often can be targeted very selectively, for example, title, interest product, geographic location, etc. You can either rent the list for a single use, or purchase to add to your own database of prospects.

Stand staff and the organization shall appoint an Administrator Stand – Stand Managers need to be efficient, flexible and diplomatic to deal with the many responsibilities at the fair, to motivate staff standing by liaising with contractors and welcoming important guests.

Choose your equipment carefully – Ensure the right balance of sales and technical staff and senior management. One of the biggest complaints from visitors about the exhibition refers to the lack personal knowledge of the stand. Buyers attend exhibitions with very specific questions on product performance, price and delivery. Make sure you have personal available that can answer them.

Choose staff who are willing and able – A positive attitude is essential if staff are to take advantage the maximum of the event, and not undermine the enthusiasm of others.

Do not skimp on numbers – Exhibitions are hard work. Allow coverage appropriate periods of heavy workload and rest. The costs of achieving a ortwo more people will be compensated by higher productivity.

Involve staff support in planning – When steel bracket feel part of the project from the beginning will be much more likely to gain their commitment and support.

Develop a service record – Give staff adequate breaks to avoid fatigue and boredom. 2-3 hours is the longest on the most people can maintain their energy levels. Get the rotation for all team members so they know who is on duty at any given time.

Brief the team to background – Keep a briefing before the event, which includes exposure and personal goals, exhibitions, management of research procedures, dress code, logistics, catering, etc. Give each team member a written summary for reference on the site.

Listing Stand ' is a specialized skill – set aside a day to teach the basics of how to encourage visitors on the stand, how to open and close conversations, how qualify visitors, and the impact of body language. Make a big difference to performance.

Use an effective system for recording cable – Develop an advantage as the registration form for quick delivery. Products of interest, type of business, the purchasing authority, etc. can be listed so that Each researcher has simply to tick.

Use incentives to motivate staff – Establish individual goals Lead personal collection, and the achievement reward. Run happy contests with prizes for the winners.

Arch Care – Stay as exposure near as possible to avoid long journeys. If you have an important team, hire a minibus to transport you to and from the hotel. Provide healthy food on the stand and plenty of soft drinks.

Establish ground rules standing – Discipline is essential in a stand. Set some ground rules for staff, covering the timeliness, dress, use of badges, use of the area of entertainment and consumption of alcohol at the booth.

Keep your "home" to – Put a staff member in charge of every day 'cleansing', with responsibility to ensure that the support is kept tidy, empty ashtrays, the literature is reset and any damage to the screen are quickly fixed.

Ensuring adequate security – Lock valuables in an office or a cabinet at night. Phones and alcohol are particularly susceptible to abuse. Depending on the value of their statements, you may want to hire your own security guard at night.

Recognize and reward achievement – After the show, tell your team what was accomplished, and ask their opinion on how the results might have been overcome. Repay your effort and commitment with a small token of appreciation. If they feel appreciated, be much more willing to try even harder next time.

Follow-up after the show – Plan your follow-up before the show – set a deadline for making initial contact, and a system to ensure that ALL is not as strong, are held to a conclusion. If you can not afford the house, you should consider using the services of a mailing house or agency telemarketing.

Clear day for a week after the show – Ensure that those responsible for taking the time to spend monitoring sufficient to complete the job. Set aside a week, possibly two, depending on the number of queries expected to make.

Prioritize leads, according to urgency – Categorize all questions as soon as possible – preferably as it is taken on the stand. For example: A (definitely interested intention BuyItNow), B (seriously considering the purchase within the next six months), C (collecting information for future reference.)

Monitoring immediately – To maximize the response you need to seize the iron is hot. Category A leads should be treated immediately. Have a machine fax or computer-related office in its stand, so it can be transmitted to the office for immediate action. leads all to be answered within a week two at most.

Be persistent – Most exposure leads by three to eight months to reach fruition. Those involving the purchase of capital goods or other high costs may take much longer. The outlook to keep in contact at regular intervals until a sale is concluded, or direct dry.

Follow all the tracks – Establish a central database of research on the computer. When the distribution of forms consultation, retain a copy of each in a central file, and burn him the name of the person who has been distributed. Assign a code for each location that does not merge with database of sale and can be traced to the accounts department when the client is billed.

Establish a system for sales information effective – Make sales people to record and report on the progress of the research is important if you have any financial measure of success. But it can be a problem, especially when it comes to regional offices. When the distribution is, attach a detailed report should be completed and returned by a deadline, to indicate the status of lead. If the sale is in progress, issue a second report with a new term, and so on until the lead is carried out to completion.

Carry out a sales audit – An alternative to continuous monitoring of lead and sales reporting is the realization an audit of sales in an agreed period after the show. Ask each vendor to prepare a report indicating the status of all drivers are passed, the sales value and the expected value of future sales. Repeat the exercise at a later date.

Evaluating the effectiveness measure the results of his statement – Depending on your goals, there are several ways to measure the success of exhibitions. It's a good idea to use the largest possible number, to obtain maximum information from their achievements:

Value of sales. – Provide an efficient monitoring system is used, should be possible to "close the loop 'in the investigation of multiple exposures and assign a value to sales. Number of potential customers. Does number match your goal? What is the quality of the cables? Cost per useful contact. Divide the total cost of displaying the number of leads generated for help establish the cost-effectiveness of the exercise.

Number of new contacts. – Compare the list of queries to the database existing customers. How many new contacts? How otherwise made those contacts?

Levels of customer / market awareness. – Survey a representative sample of visitors after the event asking them what they can remember about your company, your exhibition, media coverage etc. generated. Keep track of all the press clippings, including local and national press, trade press, after formal submission, and revision, show daily. Use a press agency follow-up if necessary. Get a circulation figure of the organizers of the show to preview and every day. Establish the area space on the page that has been in publishing and calculate the cost of an equivalent ad. To assess the content of the publisher achieved. To what extent has succeeded in getting your message?

Other. – Some of the benefits can not be measured scientifically, but they are important to consider the effectiveness of exposure general. Consider the role played by the case of clients in generating goodwill, building team spirit within the organization, etc.

Assessing performance – Having measured the results, it is necessary to identify and analyze the causes of success or failure, and you can make improvements next time. If targets were not met, to what extent was caused by the organizers (quality / quantity of visitors, organizational problems) or by their own effort? Consider all areas of participation, from planning and budgeting, stand design, promotion and performance personal.

Questioning the display equipment – What did the team think of your performance? Hold an information session, while that the case is still fresh in everyone's mind.

Prepare a post-show report – Write up your conclusions and recommendations in the form of post-show report. Includes samples of promotions conducted and photographs of the stand. It will give you a huge advantage to start the next time, and provide a solid foundation which his successor can build, must pass!

About the Author

Robert McAnderson, General Manager, gained his experience in Marketing, Sales and Senior Management with 3M, Canon, Expertise Events and Intercept Information Solutions.

He is highly regarded in the area of Sales Management having held the prestigious title of Australian Sales Manager of the Year.

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