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Tips for exhibiting at a trade exhibition Ian Field 29th April 2010


Overview

  Tips for better exhibiting: –  Pre-event –  At the event –  Post-event   What next?


Tips for exhibiting at a trade exhibition

ď Žâ€Ż Understand the effort you and your team will need to put into the exhibition:

Preparation is 70% Event itself is 10% Post event is 20%


Tips for exhibiting at a trade exhibition


Pre-event

       

Understand why your customers and prospects attend exhibitions Set your marketing campaign and theme Set expectations / targets / aims / attitude Briefing stand staff


Pre-event

  Why do visitors come to an exhibition?


The main reason for a visitor attending a trade exhibition: To see what’s new Why is knowing this important?


The more you focus on what visitors are looking for‌ The more successful you are likely to be!


Why do buyers go to trade shows?

       

To To To To

see what’s new in the marketplace keep abreast of changes get ideas and inspiration source new suppliers


Pre-event

ď Žâ€Ż Set your marketing campaign and theme


Pre-event

  Set your marketing campaign and theme   Start by understanding what the organiser is doing to attract visitors to the event


IMHX 2010 visitor advertising


IMHX 2010 visitor pre-registration


Pre-event marketing

  Set your marketing theme ensuring a constant across all marketing formats: –  Advertising –  PR –  Direct mail –  Email marketing –  Telemarketing   Communicate with your sales force ensuring they know the theme   Ensure you invite your customers as well as prospects – if you don’t, someone else will   Talk it up!


Pre-event marketing

  Ensure you know what is happening at the event –  Zones/themes/key events –  VIP valet parking –  Shell Environmental Zone – carbon offset –  Seminars


Pre-event marketing


Pre-event marketing


Pre-event

  Set expectations / targets / aims


Pre-event


Setting expectations & targets

             

Be realistic…… Set target of 500 leads for the exhibition 100m² stand, 5 sales staff 100 leads per person 4 day event, 6 hours of show opening time per day 25 leads per person per day Allowing for 2x 30 minute breaks, to hit target you must achieve 5 leads per person per hour

  What about customers coming onto the stand??   What about quieter periods (first hour, last hour)   BE REALISTIC AND YOU WILL HAVE A BETTER EVENT


Setting expectations & targets

  How will you manage the sales leads? –  Data capture –  Manual or electronic system   Plan your lead management before you get to site   Categorise to make it easier for the follow-up   Use a traffic light system –  Red – literature request –  Amber – introductory appointment or long term prospect –  Green – immediate sales opportunity   Categorise to ensure smooth and efficient follow-up after the event   Ensure one person has responsibility for tracking and managing lead follow-up


Setting expectations & targets


Briefing stand staff

  Theme should follow through from your pre-show marketing   Hold a pre-event training session for your key sales staff – ensure they know your company’s expectations/aims/targets   Attitude must be right - ensure your stand staff know what is expected of them at all times


What not to do!


What not to do!


What not to do!


Briefing stand staff

  Set a rota – ensure all staff have a scheduled break and go off your stand for a rest   Stand manual for each member of staff containing: –  Business cards –  Product information (crib) sheets –  Rota –  Enquiry pad & lead management criteria –  Overview of expectations/aims/targets   Ensure management work the exhibition alongside sales staff – lead from the front and set example


At the event

The big day arrives – you’re all prepared, everyone is motivated, everyone knows the targets and aims The attitude is right You’re ready for a successful show


At the event

OPPORTUNITYNOWHERE


At the event

OPPORTUNITY NOWHERE


At the event

OPPORTUNITY NOW HERE


At the event

  Continue your marketing theme from the pre-show publicity   Implement your lead management system   Hold a stand staff briefing at the beginning of each day –  Set expectation of day –  Review previous day’s event & highlights –  Motivate everyone   Hold a stand staff briefing at the end of each day –  Review targets/expectations & refine –  Highlight wins and opportunities


At the event

  As well as creating sales opportunities and opening new markets, a successful event will –  Motivate staff –  Improve morale –  Teambuilding exercise   Opportunity to feel proud of the company


Post event – 3 things to ensure

  Follow-up on your leads   Track your leads   Measure your leads


Post event

  Ensure all leads are entered onto your company database system and tagged as “exhibition lead”   Track the progress of your sales leads generated at the event   Did the lead result in –  Appointment –  Quote –  Demonstration –  Sale


Most important 3 things to remember

  Preparation for the event is 70% and will lay the foundations for a successful event   Implement your plan during the event taking in the opportunity to motivate and your staff and team build   Follow up your hard won sales leads – don’t let them go stale


Finally…..

  Enjoy the experience


Thank you

IMHX 2010 - making a show  

Great advice for exhibitors for before, during and after a trade show.

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