Small Business Research and Enterprise

By: Clare Lubrano, Raphael Design

Taking part in exhibitions or trade shows are a great way to raise your company’s profile and gain new customers. However, due to the cost involved, planning is key to ensure you get the best return on your investment. Here are some steps to follow.

Where to go

There are plenty of events to choose from, some indoor, some outdoor. They come in all sizes too. Exhibitions, expos, trade shows, trade fairs, workshops, events. So much to choose from but what will be right for your business?

The choice of venue is important.  What space will you get and where is it located within the hall. How will the attendees flow through the venue. Is there a good wi-fi connection? Are there good transport links or adequate parking for visitors?

Most importantly, you must ascertain who will be going to the show and are they your target audience. Each event will have its own focus and attract a different sort of clientele.  It is important you identify who will be attending your chosen event to ensure your target market will be there.

Why are you going?

You need to decide what your objectives are for the show.

• Are you looking for new customers?
• Do you want to raise the profile of your business?
• Are you looking to develop strategic partnerships?
• Do you have a new product or service you want to promote?

Knowing what you want to achieve will help you plan the day and evaluate the success of the event afterwards.

Pre-event activity

It is vital that you let all your clients and target audience know that you are attending your chosen event. Over 70% of show attendees will plan who they want to visit in advance, so let them know you will be there and why they should come to your stand.

Fellow Exhibitors

Get in touch with fellow exhibitors before the show, as they are potential customers too! Connect with them on LinkedIn. Send them a postcard and include an offer they can claim on the day or invite them to join you for a coffee.

Delegates

Send an email to your own database inviting them to visit the event or do a post on LinkedIn. Don’t forget to tell them your stand number and why they should come to visit you. Do a show countdown on your preferred social media platforms. Sponsor a social media post that targets your ideal client demographic.

Usually, the event organiser will have some marketing collateral you can use to help promote the event so make sure you get supplied with all those assets.

The Stand

Presentation is everything when it comes to exhibiting. It takes a visitor between 3-5 seconds to walk past your stand so making a good first impression is vital. Your graphics need to convey strong simple messages to attract attention. Kitting team members out with branded corporate wear will add to the professional impact.

It is worth getting advice from your preferred design agency or events company about what display solutions will work for you. Do not be afraid to share the budget you have available to ensure they can offer a suitable solution.

Enticing Visitors In

Ensure there is plenty going on at your stand, this will intrigue visitors and encourage them to come and see what you have to offer. This can include running a competition or games, giving away free samples, doing live demonstrations, or running workshops or talks. Make sure all team members are fully briefed before the event and ensure they are welcoming and helpful when delegates come to find out more.

Engagement

Once visitors are on your stand you need to engage with them, giving them a reason to remember you in the future. Have a brain storming session before the event to think of ways to get attendees to interact with you and your stand.

Good conversation starters include running a competition, offering visitors a scratch card where they can win an instant prize or offering a free audit. Plus, all these options provide you with the opportunity to obtain that visitor’s contact details for future reference.  Branded promotional gifts are always popular with delegates. A useful branded item, that gets used by the recipient, thereafter, will be a lasting reminder of your company.

Try and do something a bit different. Instead of giving out a business card, why not give them a ‘business card pen’. All you need to do is get your personal details printed onto a pen and your visitors walk away with a useful, memorable item. Or switch your business cards for an appointment card so you can pencil in a follow up call as well as sharing your contact information.

Follow Up

The real success of any event is entirely dependent on your follow up activity. You need to ensure your plans for this are in place in advance of the show. Your number one priority must be to contact all visitors you have interacted with to ensure they remember who you are. That way you can continue the conversation and start to build relationships.

Send a follow up email or pop a ‘thank you for visiting’ postcard in the post. Why not include a photo of your show stand in your email signature as a reminder of who you are. Time and effort spent reconnecting after the show will ensure the time and money spent at the show reaps the right rewards. Good luck!

Get in touch with Clare and Raphael Design:

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