Getting the detail right on an exhibition or conference stand is all about planning and organisation.
The organisation starts well before the event by making sure you have secured the best possible space within your budget. That the stand and materials are suitable for the event. The collateral you need to take along will include a stand, giveaways such as promotional pens and promotional bags and talk through materials such as brochures and leaflets. That you have the right personnel in place.
Before attending ask yourself the following questions.
- Make sure you know your audience.
- What are they looking for?
- What type of businesses do they come from?
- What are their needs at the particular exhibition or conference?
- Do you have your approach and pitch worked out?
- Can the pitch be adapted to different types of stand visitor?
- What is your key objective for the event? To generate direct sales, to pick up leads, to enhance awareness for your brand organisation?
Managing an exhibition or conference stand can be seen as a chore or an exciting exercise where you get a chance to interact face to face with customers and gain real feedback about the performance of your products or services.
Lastly, one really valuable exercise is to take time to visit competitor stands. How do they present themselves? What promotional materials are they using? Each exhibition should be seen as an opportunity not just to market your business but to also learn more about your customers and market.
