Although exhibitions are a significant investment, taking a stand offers considerable marketing potential – and the key to unlocking this is planning ahead.
Stands at conventional trade shows and in the break-out areas of conferences provide exhibitors with great opportunities for meeting potential clients. It can also be utilised to cement relationships with existing customers and networking with suppliers and industry influencers. However, exhibition stands are inherently public displays, so it is vital that everything looks perfect and runs like clockwork. Everyone in your company needs to understand that organising an exhibition stand is a complex task. This simply cannot be done successfully at the last minute.
Prioritise the tasks
After the stand booking has been made, the first thing to do is to sit down, read the show information from the organiser and make a list of the tasks that need to be completed, with a deadline against each. This will clarify which items you need to get on with straight away. Besides appointing a stand designer and contractor, if required, one of the first items will be to decide which colleagues will be present on the stand on which days. This allows you to make a hotel booking, as rooms in hotels close by are very much in demand during major shows. It also allows you to think about the knowledge and experience of those staff and who would benefit from some product or exhibition training.
You might also want to plan for a senior manager to give the stand team a short briefing before the show opens each day.
Brainstorm with others
Once you’ve made your list, run it by colleagues to get their input. They may have experience from previous roles with other companies at various industry shows that will be useful. There will be specific deadlines for ordering items such as stand utilities (water, electricity and Internet), furniture, lighting, carpet, audio-visual equipment, data capture systems and staff/contractor passes, but don’t forget to check stocks of marketing literature, corporate merchandise and business cards so that you have sufficient time for additional items to be printed and delivered. As well as providing refreshments for visitors to your stand, you may also want to organise a hospitality event – such as a drinks party – to entertain your clients one evening during the show. If so, pick a venue that is conveniently located and has a reputation for good service – and check it out in person.
Safety is no accident
Nothing portrays an unprofessional image like a health and safety issue on your stand. To minimise the risks, you should check and comply with all the organiser’s safety regulations and carry out any required risk assessments. Warn any staff who are planning to be on site during build-up and break-down of the dangers present at those periods so that they come prepared – and dressed appropriately! Remember that you may also need to organise specific insurance cover.
Promote your presence
It is easy to become so focused on the activities during the show itself that you miss the valuable opportunities for pre-event marketing, which help to drive the right people to your stand. Let your clients know that you’ll be at the event, issue a press release to say what you’ll be launching or demonstrating and use your website and social media to promote your participation. Complete the organiser’s forms on time to ensure your company is listed in the show guide and consider taking an advert in it.
Compile an information pack
With important information emanating from various sources – such as the show organiser, hotels and contractors – it can be really helpful to collate all the ‘need-to-know’ information into one pack for stand staff. This document will contain the show access times, hotel bookings (including check-in and check-out times) and details of any company-specific events or activities such as press conferences, customer hospitality in the evenings and competitions running on the stand.
Ideally the pack will also contain a comprehensive alphabetical list of relevant information – such as dress code, lead-handling details, first aid, evacuation procedures, social media protocols and contact telephone numbers – so that every member of staff has all the information that they might need, at their fingertips. And don’t forget to remind them to bring those all-important charging cables for their laptops and mobiles!
Of course, if you have a demanding role that leaves few opportunities for the detailed planning and organisation required to make your exhibition stand really successful, you can always contact me and I can take care of it all for you.
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