Preparing for exhibitions is very demanding and consuming for a company. The various contacts have to be coordinated and there must be constant supervision to ensure that the costs remain within reasonable limits.An experienced partner can take on much of this work. This ensures that your exhibition budget is spent in the best possible way and that your exhibition presence is really worthwhile.
We know how important attending an exhibition can be for a company. So we have put together a short checklist with tips to help you at every stage:
- Are the new products ready to be used at the start of the exhibition?
- Select what to exhibit (products, highlights, etc.) and in what form.
- Set your exhibition budget. Does it make sense to have a modular concept to take to many exhibitions or would it be better to focus on one major exhibition with a bespoke stand?
- Define your goals for the exhibition (visitors, exhibitors, business goals).
Your exhibition stand
- Establish the position of the stand. The stand should be oriented towards the entrances and main aisles in order to catch as many visitors as possible.
- Develop a stand design that suits your exhibition goals.
- Make sure that your stand represents the values and benefits of your business.
- Decide whether or not the stand will be used several times.
- Make sure you plan plenty of preparation time.
- Clarify technical questions in time (electricity, Internet, parking, exhibitor pass), keep to the deadlines.
- Plan for plenty of staff - are enough employees available?
- Ensure that your staff can travel safely and that the transport is arranged (there and back).
- Specify how to deal with the contact information that will be collected at the exhibition. For example, using a visitor tracking system.
- Train your staff. How should the conversation be developed?
- Is the objective to advise a few valuable contacts intensively or to gather as many contacts as possible?
- What is the dress code?
- Who is the stand manager?
- Brief the staff every day and give feedback on how things have gone so far.
- Take inspiration from the other exhibitors’ stands. What do you like? Is that also something you could use in future exhibitions?
- Archive the newly acquired contacts and information in a useful way. Determine which leads should be followed up.
- How you follow up the exhibition is a crucial part of its success. Evaluate the visitor registration according to the following criteria:
- Which products were the visitors interested in?
- What applications do the visitors have?
- Were the visitors focused on the technical or commercial side?
- Are they expecting to receive a brochure, to make a consultation appointment or to receive an offer?
- What language was used to communicate?
- Summarise your exhibition experience. Did it meet expectations?
- What needs to be changed for the next exhibition?
- Begin planning for the next exhibition.