EXHIBITIONS: MAKE THEM PROFITABLE

Since the events sector has been able to open its doors again in 2021, there has been an influx of exhibitions taking place not just for business but also for recreation and special occasions too.

However, the biggest problem still exists when it comes to exhibitions for exhibitors – how do I make time out of the business more profitable? Because it’s not just the expense of the stand it is also the time out of the business it takes for preparation, delivery and follow up. Although for social events, the guests are there for recreational purposes, for exhibitors it is always about meeting existing clients and recruiting new ones; to add profit to the bottom line of their businesses and increase business exposure.

This applies for any business no matter your product or service, as the benefit of attending an exhibition or attending as an exhibitor should provide one of the following six benefits:

1. Increase Brand Awareness

2. Increase Visibility

3. Attract New Clients

4. Retain Existing Clients

5. Add in Corporate Responsibility for the business and your marketing.

6. Sales on The Day.

Here are three top tips on how you can use your time at an exhibition to add more profitability and growth to your business.

Networking: Utilities your time to network with other exhibitors along with attendees. Make the time to attend each stand of interest that could be a potential client, collaborator, opportunity or introduction. Our top tip is to do this prior to the event in terms of picking out who you wish to speak with and then making time on the day prior for set up or day off; to introduce yourself and the intention of your visit to their stand.

Call To Action: Call to actions on the day are normally under utilities as if you can keep the attendee on the stall for more than 3 minutes then they are more than likely to welcome an opportunity for an appointment after the event, so it is super important to engage with each attendee but also ask for the business or appointment.

Supplies and Resources: Do your research prior to the event and think of how you want your stand to look and what do you wish to offer to engage with as many visitors as possible, in the most productive and cost effective way for your business.

You can find more of Zoe’s insight via the resource tab on her website: askzoe.co.uk. Or you can book in a discovery session to gain maximum return from your investment: calendly.com/askzoe/45mindiscovery