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eight Exhibition Guidelines Stand Design:
Stand Content:
Marketing Activities:
Location: The stand should be located in an area of high traffic, near a main entrance or food areas. The position of competitors should also be considered.
Products: Product ranges should be clearly branded according to the latest version of the brand guidelines. Product should be clearly visible on the stand.
Literature: Literature should be available on the stand for visitors to take away. The literature displayed should include the full product range as well as specific product brochures.
Branding: The main focus of exhibitions should be the Champion-Arrowhead Family of Brands.
Where space permits, installation or live product boards should be created with graphics to support the products. Live products will provide the sales team members with hands-on demonstration of the products.
Design: The stand design should reflect the modern representation of the Champion-Arrowhead Family of brands and our lead-free promise. Signs: Where possible, branding should be clearly visible from all directions and signs should extend from the stand so the brand can be clearly identified from a distance. Brand & product logos should be displayed at several levels, with emphasis a the eye level.
Lighting: The stand should have good lighting to create a welcoming stand and emphasize the branding and products. Meeting Rooms: When space permits, meeting rooms or areas on the exhibition stand should be made available for meetings with customers. Customer meetings should be scheduled prior to the exhibition. Invitations: It is important to contact key customers and contractors to invite them to the booth. The invitation can encourage visitors to the stand by offering giveaways.
Show Discount: Exhibition discounts can offer a price reduction for orders taken during the exhibition. All discounts offered must be approved prior to the event by the head of sales. Promotional Giveaways: Exhibitions should have suitable promotional giveaways to attract customers. Pens, candy, and screwdrivers are examples of acceptable products. Branded USB drives with company literature are also available as superior giveaways to encourage key customers to visit the booth.
Staffing: Dress Code: Employees attending the exhibition should be smartly dressed, and wear branded clothes. The level of dress is to be determined by the exhibition coordinator; options include long sleeve shirt & tie, polo shirt, sport coat or suit. Staffing Levels: The stand should have a sufficient number of staff to answer any questions and attract customers. A schedule should be created prior to the event for employees to know what times they are working the booth.
Follow-Up Leads: Any leads taken during the exhibitions should be followed up by the sales team soon after the event. Employee Guidelines: Specific instructions on the exhibition should be provided to the employees attending the exhibition. Instructions should include directions, location, hours and events information.
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