Exhibitions

With a growing number of exhibitions happening in the calendar now, I think it is really important that you make the most of the opportunity so you can make the most of your investment. Not only in money terms but in time. Exhibitions are a world of their own. Learning how to navigate them, in order to make the most of your time and energy, will ensure that you gain the most from attending and/or exhibiting.

Here, we will cover:

• The Top Reasons Exhibitions are Essential

• Top Tips for Attending Exhibitions

• Top Tips for Exhibiting

• What to do After Exhibitions

• Why Are Exhibitions Important?

Now, I would argue that exhibitions aren’t just important, they are essential. There are five key reasons why you should be attending exhibitions – both to exhibit and to visit.

1. Generating sales and leads.

2. Building rapport with potential customers and suppliers.

3. Networking opportunities.

4. Building brand awareness.

5. Gaining further industry knowledge

6. Gets you motivated

Top Tips for Visiting Exhibitions

If you’re attending an exhibition as a visitor, which means that you’re not going to present or run a stand, then these are my top tips for you…

BEFORE

1. Do your research.

This is twofold, first you have to narrow down a list of exhibitions you wish to visit. Which ones do your customers/suppliers/competitors exhibit at? This will give you a good measure of which ones are worth attending. Once you have narrowed down which exhibitions you want to visit, then you need to research the event. Don’t just show up without any plan in place. By planning ahead, as much as possible, you will make the most of your time when you are there. Most exhibitions will publish a list of exhibitors prior to the event, you will therefore be able to see which companies have stands and who will be giving talks/speeches. You can then plan your route around the event accordingly.

2. Make some appointments with exhibitors.

This is a great way to build some rapport before you even attend the event. I would do this for my top ten targets, for example. This gives you a chance to promote your company before you attend, on the day the conversation will be easier because you are already familiar to them. It also enables you to have a clear goal of what you want to achieve by visiting the exhibition. If you can, check out who is visiting too. A lot of exhibitions will have Facebook or LinkedIn events and you can check out who is attending as a visitor, not just an exhibitor, as they may well be your current or potential customers or suppliers.

3. Shout about it on social media.

Before you attend an event, tell the whole world you’re attending. If you do this, people are more likely to recognise you and may want to reach out and speak with you.

THE DAY OF

1. Dress the part.

This is so simple, yet so effective. Wear branded clothes, this way you raise brand awareness simply by being there. People may not recognise you, but they will recognise the company. I believe that wearing branded clothing helps you to look professional too. A final piece of advice on this… wear comfy shoes! You’ll be on your feet most of the day, more than likely.

2. Arrive early.

Trade shows are often slow to get started, have a crazy middle and then tail off towards the end. The best time to speak to exhibitors will be when they are at their quietest as they are more likely to want to chat with you. This is when the best interactions take place, and the best relationships are formed. Do yourself a favour and get there early, it will be well worth the early start.

3. Don’t approach a busy stand.

This is where you need to be flexible with the plan.. By approaching a busy stand, you are less likely to be able to have a decent conversation with the exhibitors. The chances are that you will not be well-received and you might not get to speak to the right person. First impressions do count. Circle back to them at a time when they are quieter.

4. Wait for somebody at your target stand to approach you.

I understand that it can be quite intimidating walking up to a stand and trying to start a conversation. Usually, somebody will approach you and ask if they can help you. This is the ideal time to introduce yourself and start a conversation.

5. Don’t sell.

This is a big one! Remember, the companies you are visiting are exhibiting. They are, therefore, looking to make sales themselves. They may not want to speak to suppliers. Use the time as an opportunity to find out more about the company and what they do.

6. Use social media.

As you did before you attended, use social media to communicate that you’re there. Check yourself into the event. Post a photo. This is good publicity for both yourself and for the event. You may even find that people reach out to you – other visitors and exhibitors.

TOP TIP: Comment on exhibitors’ posts. Every single exhibitor there will put something on LinkedIn, for example. If you comment and like the post, it will build good rapport and will open up the lead straight away.

7. Be memorable.

You can do this in many different ways. In the past, I have given out some giveaways, postcard brochures, or even worn something that stands out. Remember, the most important thing when reaching out to new people is to be remembered. If you do this, you are more likely to be contacted after. It is at this point that you can continue the sales journey.

AFTER

The fun doesn’t stop just because the exhibition does. This is a really important stage and is so often overlooked. You have met loads of people, gathered information and have a pocket full of business cards. So what do you do now? Within a few days of the exhibition make sure you follow up with each of your new contacts. A quick phone call or email to touch base can go a long way. Make sure you make the follow-up personal in some way. This follow-up process is a significant aspect of the sales journey and keeping the conversation going is imperative. Be proactive. If you wait to be contacted, you may never hear from them again. This is your chance to make the hard work pay off and to make sure your visit was successful.

Top Tips for Exhibiting at Exhibitions

If you’re choosing to exhibit at an exhibition, planning and execution are key. A lot of thought needs to go into how you present your company, as well as ensuring that you attend the right sort of exhibitions.

Here are my top tips:

1. Do your research and find the right exhibition for you.

There are hundreds of different exhibitions out there. Choosing the wrong exhibition can be a very costly mistake. My advice would be to go and visit a few throughout the year and then if one stands out to you, look to exhibit at that one next year.

2. Book the right spot.

Finding and booking the right space in the hall is crucial, and it is something not many people consider. I always recommend a corner space because people will walk past you in both directions and your stand will be open, which stops visitors from feeling pinned in and claustrophobic.

TOP TIP: Consider the layout of the hall. Will your stand be near an area where people network? Will it be near the coffee shop or the entrance/exit? By choosing a stall near an area where people congregate, you will have a better chance of people visiting you and finding you.

3. Make sure your brand stands out.

The main thing is that you want your message to be clear. Don’t leave room for any confusion about who you are or what you do. I tend to prefer stand designs that have more pictures/graphics than words. You want people to clearly know what you do and what you can offer to them. Maybe even consider having a TV (or more than one) with videos playing, as this will help you to share your story more clearly. The stands that do the best and stand out the most are the ones with an interactive element of some kind. Maybe a spin-the-wheel game, a speaker presentation or even barista coffee. There are so many options out there to make your brand stand out. When designing your stand, less is more. It is better to have a big open space where people can come and chat. Too much on your stand and it will feel cramped and people will just walk straight past.

4. Take a team.

This means that you can have people at the stand and also people around the hall speaking to other exhibitors. You should all be wearing branded clothing. At least one person should always be at the stand. Never leave it unattended. Also, somebody should always be walking through the hall. People see them in branded clothing and think, ‘I’ll pop to their stand.’ It’s all about networking and this helps you to stand apart from the crowd.

5. Choose the right marketing material.

Brochures and business cards are a given, but don’t forget giveaways. People love free pens and other nicknacks. It helps to get your name out there and will jog people’s memories when they return home or back to their office. A good giveaway will always drive people to your stand and again will help people remember who you are in the future.

6. Promote your attendance.

I’ve said it before, and I’ll say it again. Promote on your social media that you’ll be attending. Tell the world that you’re doing it, which stand you’ll be on and who out of your team will be there. And also remember to post throughout the day too. This helps you to get a steady flow of people throughout the day.

After the Exhibition

By this point, you know what I’m going to say. The aftermath is just as important as the event itself. Follow up. Don’t be complacent. Make your hard work pay off for you. By keeping the conversation open, you are keeping yourself on their radar which will repay you in dividends in the future, if not immediately.

Three takeaways…

1. Do your research and be prepared.

2. Social media is your friend!

3. Make your brand stand out.