exhibitors guide Here at the Cannell Group we have been working in and around the exhibition world for 20 years and, as you would expect, we’ve picked up a thing or two. The following information provides a no-nonsense guide to planning and executing a successful exhibition for use by anyone attending an event who wants to squeeze every ounce of potential from it. However, the easiest way for us to answer any individual questions you may have is for you to call us on 0845 643 4416 we’d love to hear from you.
www.cannellgroup.com
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Which show should you attend?
Deciding which show is right for your company is crucial. You can follow every other step below and execute the perfect ‘text book’ event but if you are exhibiting at the wrong show then you are just not going to see the returns that you set out to achieve. Draw up a list of potential events and remember to think imaginatively about these. The best shows for you may not be those industry shows where all of your competition are exhibiting. Keep in mind shows that would still attract your target audience but are not directly linked to what you are selling.
Assigning a budget
In order to assign a realistic budget you will need to find out as much about all the relevant costs as you can. Make sure you are aware of where any hidden costs may lie. Some shows offer very low prices on your shell scheme space, but then charge outrageous fees for services like electricity and internet etc. Before deciding to exhibit at a show, you should make yourself aware of all these charges so that you can accurately project what your costs will be. If you are unable to project what your exhibiting costs will be, how will you be able to determine whether exhibiting at that show is a good investment? With all that information in hand you can then go ahead and compile a list of itemised costs for all parts of the exhibiting process. Your list should include:
Make sure you research the show that you decide on. If it is a new event then check out the organisers and find out how well the show is being advertised. There are a few general rules of thumb that will help you make a good choice when determining where to exhibit: •
Are your competitors exhibiting there? If the answer is yes then the chances are you will want to have a presence there too. This is not always the case however as you may find that there are some shows that are still very worthwhile attending even if your competitors are not.
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Always go where your target audience is. An obvious point but sometimes it is the most obvious things that get missed. The more potential clients you can reach, the better your return will be.
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Don’t ever exhibit at a trade show because you feel like it is your companies duty. Even if you’re expected to exhibit, it is still important to weigh up the potential costs and benefits of exhibiting at that particular show in order to make sure it is the right decision.
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Cost of the stand space itself whether you are going for a shell scheme or space only
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The cost to hire or purchase your exhibition stand and graphics (plus any design fees)
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Cost to build and breakdown your stand
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Cost of all on-site services required (electrical, internet etc.).
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Any relevant promotions for the show (literature, giveaways etc…)
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Staffing costs including hotels and meals etc...
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Stand catering (if applicable)
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Hire of stand furniture
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Av hire (PA systems, Plasmas etc..)
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Transportation to and from the event.
Remember to keep a close eye on all elements of the budget throughout the build up to the show.
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Pre-Show Planning
Designing your stand
Creating a concise brief Prior Planning (& Preparation) Prevents Poor Performance As with many things in life prior planning is essential if you want success and exhibitions are no exception.
Creating a clear and concise brief is vital to you getting the stand that you want. Firstly, It is important to make a list of all the features you may need on your stand.
You should be planning your presence at an event approximately 6-9 months in advance in order to get the most out of the show and make sure you are fully prepared. There are a number of important factors that must be planned and accounted for in order to make sure your attendance at the show goes smoothly. What do you want to achieve?: The most important thing you need to do before the show begins is establish a goal for the event. Your goal may be to promote a specific product, to build brand awareness or just to generate new clients,. Whatever your goals may be, they need to be clearly defined and outlined on paper. Failure to take this step is one of the biggest reasons for disappointment following a show.
Don’t put it off Don’t make the mistake of underestimating the time and effort that goes into successfully planning an exhibition. Putting it off until the last minute often leads to problems and extra expense. Shell scheme or space only? A show organiser will offer you a shell scheme package or space only. Shell scheme packages are pre-erected stand area with walls that you then decorate with graphics ; whereas space only means you just get an area of floor and you must provide everything, including the floor covering, the stand structure and the graphics.
Examples of these would include: •
Literature holders
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Plasma screens
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Tables and chairs
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Sofas
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Office area
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Reception counter
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Storage space
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Hospitality area
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Fridge or water cooler
Next confirm exactly what you are looking to achieve with your presence at the show (see previous section above). Also give some thought to the way your exhibition stand is going to work day to day. Perhaps you are going to be giving live demonstrations? Or you are looking to have a series of one-to-one meetings happening at the same time on your stand. Do you need an area for private meetings? The more examples, that you can show your stand designer of things that you like, the better. If you have had an idea that you would like your designer to include in your stand design either jot it down or sketch it so that you can also include that in your brief.
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Maketing materials
Pre-Show marketing You now need to start looking at the marketing that you want to produce prior to the show date. The idea is to drive as much footfall to the stand as possible. You need to generate a feeling of anticipation in the minds of your potential customers. Ask yourself what the main product or service is that you are trying to promote at the show, and how would be best to promote it. What sets you apart from the competition? Most show organisers will be able to supply you with a list of physical and e-mail addresses, which will allow you to target those people at the show. A good idea would be to formally invite potential visitors onto your stand and possibly offer them some kind of incentive like a free gift or a discounted ‘show rate’ for your product or service. This personal invitation is an extremely effective way of driving traffic to your stand, creating a buzz about your company and giving that individual something to look forward to. Literature for the stand Remember that the literature that you give away on your stand is the only part of your marketing that visitors will take home with them from the show. Make sure they are professional, exciting and give the reader a clear call to action. The entire message should be consistent and flow through all of your printed materials including your stand graphics. Giveaways Giveways can be a good idea and can be really effective. However don’t waste your time on costly items that have been done a thousand times before. A lot of the time they should be called ‘Throw-aways’ as that is what invariably happens to them. Unless you have something that is extremely useful and has ‘stand out’ then there is little point in spending all that money
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Train Your Booth Staffers
This is one of the most common mistakes that companies who exhibit make. Time after time you will see staff on an exhibition stand chomping down on their lunch or loudly joking with their colleagues to the exclusion of the person who is hovering around the edge of the stand, quietly waiting to be talked to. Your stand staff are the top priority when it comes to the success of your event and so many companies make the costly mistake of overlooking this. Choose the staff carefully and make sure they receive training or if not, at the very least make sure that they have been briefed on what the exact objectives are for the show. Your staff are the main representation of your company at exhibitions. The manner in which they behave is a direct reflection on your business. Staff should be friendly, courteous and helpful. They should have a good knowledge of your products and services and be enthusiastic when discussing them. They also need to be informed of the correct process for taking leads and handling enquiries. Do not make the mistake of spending thousands of pounds on attending an exhibition only to have your staff ruin any potential business leads due to a lack of preparation or training.
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The big day arrives
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Follow Up on Leads Generated
Finally the start of your exhibition arrives and it is time to put all that planning into practice. Whether it’s a one day show or a week long marathon, it can be very tiring so make sure that you and your stand staff are well rested, fully prepared and ready to go. Make sure everybody arrives early enough so that nobody is rushing around trying to get literature or display equipment set up as the visitors start to file in. During the show try to be as passionate as possible about your product and brand. This enthusiasm will be contagious and you would be surprised what a difference it can make to the acquisition of leads.
Quick and enthusiastic follow up You’ve followed all of the tips above and the show was a great success. Then you go and spoil all of that hard work by not following up on those hot leads quickly enough or with the correct amount of effort. Try and keep the momentum from the show flowing and ask for a meeting where you can talk about how you can help them and hopefully start working together.
When talking to delegates don’t be afraid to ask them questions. Try to find out as much about them as possible so that you get a good understanding of their companies needs and then you can explain how your product or service can really make a difference to them personally. Don’t forget to make sure you have their contact details and after your discussion take time to write up a lead form in which you need to include any useful information to aid your post show follow-up. Take time to write up clear notes while it is still fresh. Do not rely on a few scribbled words that you will have trouble deciphering a week after the show.
Exhibitions really are a unique opportunity. Can you think of anywhere else that brings the whole of an industry, from the suppliers and experts to the purchasers, decisionmakers, consultants and even the press, together in one place to see everything that sector has to offer. From all of us here at the Cannell Group, thanks for taking the time to read this and we hope your next event is a huge success.
Press Don’t miss your chance for free advertising: Members of the Press on both the trade and consumer sides of the event will be looking for any good news stories they can get their hands on….don’t disappoint them. Get together a press kit and assign one member of staff to make sure that it is handed out. Include interesting information on new products or services and any company news that is interesting and relevant to the event.
www.cannellgroup.com