It's show-time

Already this year Clear B2B clients have been exhibiting at shows across the world from the UAE to the NEC. Exhibiting is a costly business, so how can you ensure maximum return on your expo outlay? Sharon Smith, Senior Associate at Clear and an event-planning maestro looks at the key considerations to factor in when looking at any show, anywhere.

1.    Why exhibit?
This might sound obvious but you need to really think about specific reasons for exhibiting at any show. Do you simply want to be seen? Do you have a product or capability you want to promote? Is it to capture new prospects? Is it for visibility in an important market? Can you make use of the opportunity for on-stand surveys for research? Are there existing customers you want to meet-up with and offer hospitality to? Set your objectives at the outset.

2.    Theme and message
You need to determine the concept or theme for the show at an early stage so all promotional materials, press information and indeed, stand design reflect and convey the same message. Once you have isolated this core theme you can then build around it, booking any speaker slots, designing competitions and giveaways (still popular) and maybe even ensuring any catering you are planning to have for your visitors carries the idea through in an original manner.

3.    Let everyone know you’re going
Social media comes into its own for shows. Follow other exhibitors and swap tweets with them, follow the organisers (and use the designated hashtag), follow key press who are attending. Use Facebook to publicise any competition or offers you might be running, ditto speaker slots or breakfast get-togethers. Ensure your present customers are given VIP passes as well as extending enticing invitations to those you want to reach out to.

4.    Get everyone on the bus
You need total buy-in from across your organisation and external partners. This means everyone including your Marketing, Product Development, Sales, Business Development, Legal and Despatch teams. Don’t forget your public relations and marketing agency either- although any consultancy worth its salt should be driving this....

5.    Maximising your PR opportunities
Exhibitions are a great focus for PR. As well as the obvious pre and post show releases you need to kick-off by identifying suitable speakers slots, checking out sponsorship opportunities that might exist including daily news broadcasts or exhibitor goody-bags. Are you using the show to announce a newsworthy product or service? If so arrange a launch on the stand for press only. What will you include in your press kit? Will it be USB only or hard copy too- it’s surprising how popular printed packs still are but remember how heavy these can become for a journalist to lug around a show and always provide an alternative. Who is attending? Draw up a press list and invite key press to the stand for a briefing.

6.    Own your space
Are there any height restrictions dictating graphics? How about weight restrictions on machinery or exhibits? Where can electrics run and what time is access permitted for building? Do you need separate passes for stand build time and exhibitions entry? What about hard hats and/or high viz jackets during the build? Is there kitchen space on the stand and will your stunning graphics be obstructed by any product? It’s useful to always make a note of which stands impress you at shows and think why they worked so well. Remember, there’s nothing new under the sun.

7.    Working the stand
We’ve all seen stand staff at shows ignoring visitors while occupied with their phones or laptops or even eating or drinking. It’s such a shame to waste all your investment by not briefing staff properly on what is/isn’t permissible to reflect your professional brand image on the stand and how to look welcoming and engaged with visitors. Can you host an interactive game or competition that would attract people onto the stand- it’s a great ice-breaker. Arrange a proper briefing that also outlines how best to connect with visitors by asking open ended questions starting with ‘tell me’, or ‘explain to me’. Discuss the correct way of capturing that valuable data and last but not least remember to organise a breaks rota so everyone can be refreshed and raring to go.

8.    Post-Show
You’ve been there, done it all and now what? Post-show activity is the time to convert all your hard work and investment into real prospects. Set up a follow-up process well in advance, and ensure everyone knows their individual responsibilities in that process. Categorise the leads and select appropriate timely follow-up actions such as texts, emails and telephone calls. Think about how you can nurture these contacts along their decision making journey from warm marketing lead to a hot sales lead. Don’t forget to follow up a competition with a ‘winner announcement’ and use photographs of your team on the stand to act as a reminder. Keep checking in on the status of these leads – so you can report back to the business on the return on their investment.   

Some of these tips you’ll know, hopefully others will inform your next event strategy.  If you need support with your next exhibition you can contact Sharon by email at s.smith@clearb2b.com or call her on 01285 626000

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