5 Steps to Staging a Successful Exhibition

Even for the most experienced businesses, staging an exhibition is a nerve-wracking event. There are so many things to consider – why are you holding the event? What are you planning to spend on it, what are you planning to make and how will you handle any leads that come out of it?

Set your objectives

There is no point to holding an exhibition unless you have clearly set out the goals and targets that you hope to achieve from them. That can be sales but it can also be customer leads. Setting goals is the only way to know afterwards whether your exhibition has been a success.

exhibitions

Make use of the resources


All exhibitors are given an exhibition manual – this is now your bible and you should refer to it as every opportunity to make sure that you are getting the most out of your exhibition – for instance exhibitions provide a number of business networking opportunities. Also remember that exhibitions are the subject of lots of publicity so treat the media like a friend and use them to help you market your products.

Planning your stand

Your exhibition stand is no different to a shop window and you need to make sure that your brand is properly represented and that your products are clearly displayed in a way that will encourage people to buy them. Presentation is paramount.

Staff

Don’t forget the people that you need to make your exhibition a success. Let your staff help you plan the exhibition, or plan for them where appropriate. For instance you may need to book hotels so that they are all accommodated comfortably. It is worthwhile treating your staff well, as they will be the representatives of your brand and if they are happy they will make a better impression.

Following up

How you use the information that you have got from the exhibition is more important than the exhibition itself. Whether you plan to follow up on interested parties with brochures or a mailshot, these are warm leads as they already know your brand and products. That makes them more likely to purchase.

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