One of the most effective ways to bring attention to your business is by attending exhibitions. An exhibition is the ideal place to sell and/or buy products for your business, unveil new products available through your business and network with others who are professionals in your industry.
Exhibitions often draw in extremely large crowds, both in exhibitors and potential customers. Whether you are looking for ways to announce a new product line, generate leads or reinforce your business brand, these events are a necessary step towards helping you achieving your goals.
Here are a few tips to help ensure your prepared for your next exhibition.
Research Relevant Events
There is typically at least one exhibition for each industry type; some industries may have a multitude of groups available. It is important to do your research to find the most appropriate events for your business. Select those that are geared towards attracting customers that are searching for the types of products related to your business.
Create a Budget
Exhibitions vary in size and in cost. Typically, the price will depend on where the exhibit is being held. For example, a large exhibit in a large city that is well known for its conventions can cost your business thousands. When creating your budget, it is essential that you allow for your exhibition stand, samples of your product, the staff who will work the exhibit and your travel expenses. When doing your research for available shows, look for those that fall within your budget.
Once your application has been approved for participation, you will receive information regarding stand specifications, what is and what is not allowed, the days and times of the event and a basic set of rules for the venue itself. Make sure you carefully review the information and train your staff on the information as well. Plan to have enough promotional products too, including business cards, promotional samples and brochures.
Prepare Your Stand
One of the worst things possible is a poorly executed stand at an exhibition. It is critical that you plan your stand well in advance. You will be in a large venue surrounded by the competition, so it’s vital that you create something that stands out. Fundamentally, the stand needs to represent your business. For example, your brand/logo colours should dominate. One of the best ways to achieve this is to design a custom built exhibition stand that no one else in the room will be able to live up to. Use attention grabbing items such as banners, and don’t forget to have someone tracking visitors to your booth.
Practice several times for several weeks before the day of the event. If your exhibit includes a demo, make sure your staff has it perfected before leaving.
Get the Word Out
It is essential that you begin promotions as far in advance as possible. Although the venue typically advertises itself well in advance, it is also essential that you also advertise to your customers (and interested customers) that you’re attending. Advertise this on social media; if you do not currently have social media accounts, now is the time to create them.
Another way to promote your participation is by sending out a newsletter to everyone on your email lists and think about placing ads in newspapers local to where the event is being held. The more you advertise your participation, the greater your turn-out will be.
The better prepared you are, the better your experience will be. Do your homework and research the other venders, the venue and the previous turnout for the exhibition you will be attending. Be sure to arrive in plenty of time to properly set up your stand and dress accordingly for your business, but remember to wear comfortable shoes – you’ll need them. Exhibitions can be overwhelming and stressful, so make sure to enough staff available to cover breaks.