How to take a stand at an exhibition
Checklist
- Clarify your objectives, for example, to collect leads, meet existing customers, make direct sales, or network with other businesses.
- Choose an exhibition that will attract your target audience and take into account the exhibition's reputation, location, size and publicity plans.
- Consider whether the timing suits your plans and existing workload.
- Assess how cost-effective it will be: compare expected benefits with the costs of exhibiting, including staffing your stand.
- Book early to ensure that you are included in the organisers' publicity material.
- Book a space which will suit your proposed display; consider which locations in the venue offer the most cost-effective exposure.
- Decide whether to use the organisers' shell scheme or design and use your own stand.
- Start planning well in advance: organise marketing materials and samples, plan the layout of your stand and find out what facilities are available (eg storage and security, power points, broadband access and refreshments).
- Before the exhibition, promote your presence to your target audience (for example, with free tickets).
- Decide in advance how you will respond to different visitors, for example, students, potential customers, VIPs and competitors looking for information.
- Select personable, knowledgeable employees for the stand, and provide sales training if necessary; take enough people to allow for breaks.
- During the exhibition, let visitors browse briefly before approaching them to identify who they are and what their interest is.
- Arrange to follow up; as a minimum, record the name, job title, contact details and area of interest of each potential customer.
- Consider using the organisers' list of attendees, as well as your own records, to contact them after the exhibition.
Cardinal rules
Do:
- ensure the exhibition attracts your target audience and meets your objectives
- plan well in advance
- design a welcoming stand
- get contact details
- follow up
Don't:
- build barriers which discourage visitors
- ignore visitors
- forget to take plenty of brochures
