Why do you wish to go to an event? What return do you expect from substantial investment? Exhibiting should be part of your marketing plan and your company's overall approach to getting sales. Do not be tempted by reduced-rate and last-minute offers if you have not planned for them. Have you got pre-, during- and post-event plans in place?
2. Invite prospective customers
Use either an existing database or buy a list of relevant contacts and send personalised invitations. These do not need to be expensive, a letter will do. An evening or opener for VIPs will make them feel special.
3. Press
Have you written a press release for the event? Focus on new products/services to be launched or a special offer available only at the exhibition. Prepare press packs (30 will be enough) and leave them with the press office. The pack should contain copies of your release, information on your company, special offers and who to contact.
4. Designing your stand
The design of your stand is the key to a successful exhibition for you. Think about: colour scheme, messages, traffic flow, display of products, literature, furniture and lighting. When considering the design, take into account how many shows you intend to go to. Do you want a one-off high impact stand or one that can be easily transported and used many times?
5. Training
Does your sales team know how to attract and then engage visitors? Do some training to ensure that your expenditure brings maximum value. Seek advice from a professional if you do not have the knowledge inside the company. There are some useful guides/booklets.
6. Promotional material
Do you have enough brochures and product information available? Do not leave expensive brochures where they are too easy to pick up. Visitors should be encouraged to talk to a salesperson rather than take a brochure. How else are you to know what they are after?
7. The event
Make visitors to your stand feel welcome. Smile! But be wary of spending too much time with one person. The exhibition is a meeting place. Exchange business cards. A more formal meeting can be arranged for a later date. It is unlikely that sales will be concluded at the event. These usually follow from post-show activities.
8. Follow-up
After the show, enter information on visitors into a database and ensure that each one is allocated to a salesperson for action. Make sure you receive a list of delegates if the exhibition is based on a conference. Why not write to the people you did not get chance to meet?
9. Analysis
Analyse quickly the actual costs of the show against your budget. Find the lessons and mistakes. Amend your guidance for the future.
10. Review
What was the quality of visitors? Did your stand match those of other exhibitors? Did your staff work consistently and effectively? How many contacts did you make? You might have to wait a few months to see sales as a result of the show. Remember to update your records. Did it feel good value for money? Congratulate the good performers. Make sure there is rapid response to interesting prospects.
About the Author
Len Collinson has been the FPB's National Chairman since 2002. He is a founder and a director of Collinson Grant Group, the firm of international management consultants, and has investments in three other companies.
