How to exhibit at trade shows

Trade exhibitions and local shows are an important part of many firm’s marketing mix. Trade shows are a great way of generating new business, reinforcing relationships with existing customers and attracting media attention. Exhibitions are a different form of selling.  To get the most from your exhibition you have to plan thoroughly, put thought into your display and go with the right frame of mind.

When preparing to exhibit at a trade show consider the following factors to increase your chances of success.

“Planning your Exhibition” Free checklist - for your copy email gareth@gapmanagement.co.uk

Research to choose the right show.  Exhibition Bulletin lists all the major shows. Ask the organisers for information on visitor numbers and types, exhibitors who have already booked. Ask for the last year’s show catalogue. If possible visit the show before booking.  Ask previous exhibitors for their experience and have they done well? If you do your homework you will find that a high proportion of your target audience has been chosen for you.

Objectives, Be specific about why you are exhibiting. Reasons like “to show the flag” or “we always do” are not specific. Possible objectives: sell £10k of product, sign up 5 new distributors, and receive publicity in four trade journals.

Budget: Set a budget. Then add 10% for contingency. Do not forget travel and hotel costs and any entertaining costs.

Design your stand: How will you get visitors to stop?  Consider how to incorporate your corporate colours. Choose carpet tiles carefully, dark colours show every spot of dust, light colours become dirty very quickly. Be careful with spotlights they are expensive and too many may make the stand uncomfortably warm.  Avoid home made material and banners and photocopied literature.

Literature: Have a strategy. Decide what you are giving out and why. As a guide produce literature for 10% of the show’s attendance. Decide how to store and replenish literature.  Make sure you have sufficient. Nothing looks  worse than photocopied literature!

Before the show: Success starts before the show. Send out invitations to both customers and prospects before the show. Contact key customers and prospects to set up appointments. Promote on your web site, and on invoices.

Promotion and PR: Make use of the organiser’s publicity machine early and often. Ask what they are doing that you could participate in? What about product of the show competitions etc?

Staffing: Decide on the staff to be involved. Don’t forget stand build up and breakdown time. Brief staff on the questions to identify “real” buyers. Make sure you avoid some of the mistakes I have seen at recent shows including, staff reading newspapers, staff sitting at the back of the stand waiting to be approached, no one on the stand at busy times over lunch time, food packaging left around.

At the show: Keep the stand clutter free and tidy. Step back from the stand and check everything. Take photographs. Send staff off to explore the show and spy and learn. Walk the show and watch the traffic flow. If you are going to the same show again decide on the best position and book early. Record all visitors.  Grade prospects by level of interest.

Attracting visitors: Your goal is to attract people who may be interested in your products or services. Something as simple as a large bowl of chocolates or fresh donuts can be highly effective. Regular prize draws with announcements over the PA system also work well.

After the show: Have a post mortem.  Have a plan to follow up on all visitors quickly while still fresh in the memory of prospects. Make a diary noteto review all leads generated in 3 months time to see what has been converted into business.

About GAP Management

GAP Management helps business owners and managers to focus their sales and marketing efforts to be more effective and to find win and keep customers, to grow their businesses and be successful whether they market in person, in print or on the web.

For personal help with marketing and sales to grow your business contact me on 01226 290288 or email Gareth@gapmanagement.co.uk