Business exhibitions and trade shows can be a fantastic way to build your network, attract new customers and forge those all important business links. But they can also be hectic and stressful, with lots of new people to meet and a stand to run. How can you get it right?
- Set a goal. Having a measurable target means you can measure the success of your show visit. Choose a target, like generating a certain number of leads, collecting a certain number of email addresses or identifying a potential partner for a future project.
- Research. Who else is going to be at the show? What can you do to stand out from anybody presenting a similar offer? Is there anyone attending who you want to meet?
- Choose your display stand wisely. It’s tempting to fling your budget at the largest space you can afford, but you’d be better to plan properly what you want to take and how much space you need to show that off. A huge, half empty stand won’t look right. Instead, work with a specialist like https://www.focalexhibitions.co.uk/ to create a show-stopping stand.
- Get organised. Reduce trade show stress by preparing well in advance. Plan what you’ll take and which staff will man the stand. Give anyone their tasks so they understand whether they’ll be attracting customers on the stand, or walking the floor checking out the competition. Make sure you’ve ordered plenty of any business cards, brochures, or branded items like pens or tote bags with plenty of time for delivery, using Printing Services in Melbourne (or from a company that specialises in printing near you) to ensure high-quality products that effectively showcase your brand.
- Create a timeline. Build in time for commuting, staff breaks and remember to allow for set-up and pack down times. Make sure everyone knows where they need to be and when to keep things running smoothly.
- Spread the word in advance. Make sure your customer base knows you’ll be there. If they know you’re there, people can plan to visit you and find out more about your company. Share your stand number on your social media channels and website. Some exhibitors share videos on the day of how to find them, which can be a great tool in the confused halls of a large trade show. Post on social throughout the day to remind people of what you’re doing.
- Choose the right staff. Make sure you’ve staffed the stand with the right people. Anybody there needs to be able to answer questions about the business on the fly, and be happy chatting to people all day. Choose sociable, charismatic, knowledgeable staff to man the stand. All too often, new staff or the marketing team are sent to work on a trade stand, but then find they can’t answer more specialist questions. Give your business the best chance of impressing by sending your best people.
- Plan the follow up. After the show, what are you going to do? If you’ve been gathering contacts, how are you going to get in touch after the show? If you’ve gathered business cards, make sure someone goes through them to mine them for useful contacts to add to your system, instead of just leaving them to languish in a desk drawer.
