How to prepare for your first exhibition
Exhibitions bring together companies and customers interested in discovering new products, services, and industry trends. This type of event can help your business shine and reach a broader audience, which can increase your brand’s visibility.
An exhibition gives you the chance to showcase everything that sets your business apart, create a memorable impression with potential customers, and generate more leads. Moreover, exhibition organizers say it provides you with opportunities to interact with people, enabling you to build relationships, collect feedback, and understand customer needs and preferences.
Exhibitions are also powerful networking platforms. During these events, you can engage with your industry peers, potential partners, and suppliers, which can pave the way for new collaborations.
When you join the right exhibition and make the most of it, you can enhance your brand reputation and increase your sales and profits.
Tips for making the most of your first exhibition
If you’re joining an exhibition for the first time, follow these tips to ensure its success:
1. Create your event planning team
An exhibition can sometimes be too much for one person to handle. As such, you need a team to help you plan and manage your booth.
Try to look for team members with experience in event planning and marketing. Choose individuals with strong organizational skills and attention to detail since they need to handle all logistics efficiently. Also, include an employee with a background in finance to keep the budget on track.
Make sure your event planning team members have good communication skills since they need to brainstorm, collaborate, and work together a lot throughout the entire process.
Ensure you have a diverse team so you can have an easier time delegating roles and tasks. For instance, your finance expert can set the budget, ensure everyone sticks to it, and work with suppliers and vendors. Your marketing staff can handle the promotional activities and operate the stand.
Lastly, choose passionate members who can think outside the box. You want people who are creative to help you give the attendees a memorable experience.
2. Establish your goals
Once you have your team together, discuss what you want to achieve from the exhibition. Ask them for their input, and finalize the goals when you’re done brainstorming.
Some specific goals you can set for the event are:
- Create networking opportunities
- Promote your brand and products or services
- Generate leads
- Increase brand awareness
Once you have set clear goals, you and your team can have an easier time creating and following a cohesive plan.
3. Identify your target attendees
Knowing who you want to attract during the exhibition can shape different elements of the event, such as the size and design of your booth, marketing materials, and promotional activities.
Begin by identifying your target audience. Do you want to connect with industry experts, influencers, potential customers, or a combination of these groups? Next, consider their interests and challenges and how you can answer them.
With these pieces of information, you can design a booth, plan activities, and use the right marketing materials to attract your target audience.
4. Select the right exhibition
Not all exhibitions can help you achieve your goals for this event, so start by researching ones that align with your industry and target your ideal customers.
Look for exhibitions that can meet your goals and attract your target attendees. Doing so increases your chances of connecting with the right people and getting the most out of your investment.
If you’re leaning towards a yearly exhibition, check the event’s and organizer’s reputation and track record. Well-established exhibitions typically draw bigger crowds and more media coverage, which can give you more exposure.
Think about the event’s size and location as well. Large exhibitions may offer broader exposure, while smaller ones can give you more targeted opportunities.
Make sure the exhibition you choose can help you achieve your objectives without going over your budget.
5. Set your budget
A budget ensures you have everything you need for a successful exhibition without breaking the bank.
List all potential expenses, including signup and venue fees, booth design and construction, event signage, travel, accommodations, marketing materials, and staff allowance. Don’t forget possible hidden costs like food, internet access, or extra display rentals.
Once you have an estimated total, set a realistic budget that covers it. Prioritize spending on elements that can help you make the biggest impact, like an eye-catching booth design or promotional giveaways.
Remember to set aside extra money for unexpected expenses that might come up.
6. Work with a trusted exhibition contractor
Since it’s your first time to join an exhibition, you likely need to get a stand or booth. Make sure you get this important element right by working with a trusted exhibition contractor.
Look for a contractor who can design and build a functional exhibition stand that can accommodate the staff manning it during the event. It should also have display cases or shelves and storage space for your promotional materials.
The contractor should also be able to design and build a booth that highlights your brand and stands out, which the attendees will find appealing.
Start looking for a company specializing in exhibition stand design and construction several months before the event. Doing so can give you enough time to choose the perfect design and have the contractor bring it to life.
7. Incorporate technology to your booth
Use the latest technology like interactive displays, touchscreens, or virtual reality, to give the attendees an engaging and memorable experience. These elements attract attention and offer a dynamic way to showcase your products or services at the same time.
Consider using tablets or apps to collect visitor information. These devices make it more convenient for attendees to share their contact details with you. You’ll also have an easier time accessing their data to send follow-up emails, SMS, or make calls after the event.
If you want to explain your business, products or services, create digital presentations and videos. These options make it easier for attendees to know your company and offerings.
These digital presentations and videos can free up your staff from explaining your brand and offerings thoroughly to the attendees, which may take a lot of their time. They can then focus on engaging with visitors on a more personal level.
By joining the right exhibition and preparing well for it, you can generate leads, improve your company’s reputation, and stay ahead of the competition.
