You might have one in the pipeline, or you might be thinking about doing one. Either way, if you're exhibiting at a show, you'll need a proper plan of action. Otherwise you'll end up wasting your investment, or worse, looking like a total plonker in front of potential customers.
It isn't easy to do an exhibition 'on the cheap'. Hiring the space, designing the stand and printing your brochures will all add up ' that's before you even think about the cost of your time out of the business, overnight accommodation and the inevitable bar bill. (Top tip: plenty of mints and water for the next day).
Exhibitions attract all sorts of visitors' some with a serious immediate need looking for a solution, others who didn't know they needed your product or service. If you're exhibition is on a weekend, you might also end up with some 'bag grabbers' who've decided to spend their Saturday killing time at an exhibition. It's important to recognise a serious lead from someone who's been let out for the day.
1. Put someone in charge
There's a lot of detail to attend to. Electricians, furniture hire, health and safety certificates. Make sure one person has a checklist and is responsible for pulling the whole thing together.
2. Look the business
You don't need the biggest stand â just have the best graphics. Get the designers at printing.com involved early and you'll be impressed with what we can add.
3. Know your deadlines
It's no use ordering brochures the day before the exhibition, or trying to put up your posters half way through the first day. Pay attention to supplier lead times and build them into your plan.
4. Work out your budget
Grab a copy of rollerbanner.co.uk Big Posters and Exhibitions Buying Guide. You'll find loads of clever ways of promoting yourself without blowing your budget.
5. Don't sleep in your car
Hotels get booked up early, don't leave it to the last minute. Creased suit = bad news.
6. Check every last detail, twice
A spelling mistake in two feet high letters will make you feel sick. Proof your stand carefully. English not your strong point? Pay someone else to check it.
7. Remember why you're there
One purpose to win new business and meet new customers. Record all their details and treat their business cards like solid platinum.
8. Help them out
Offer to send them information after the event, to save them carrying it around with them. And do it.
9. Treat âem mean, keep âem keen
Yeah, right. It's not like dating. Follow up every lead after the event. If they're not ready to buy yet, ask them when you should contact them again.
