Tips for a Successful Exhibition or Trade Show



Before the Exhibition – Planning

It is important to plan your marketing strategy early and decide what promotional material you will need before, during and after the exhibition.

Many exhibitors let their current customers know where their stand is located a few weeks before. You can do this through an advert on your website, an email campaign or a direct mail shot, it is also a good idea to remind people of any special offers you will be offering on the day. No matter what your budget there are always ways to maximize your success, a printed brochure, leaflets, mail shots, email campaigns and web advertising are all ways to generate visits to your stand.

At the Show – A Good Impression

Make sure your stand is eye catching. Displays can be enhanced with lighting or high quality AV presentations and graphic displays these can provide an impressive company overview and will bring your products or services to life. Alternatives for those on a budget include pop up displays, banner stands and posters displays.

A lot of visitors to the exhibition will be seeing you for the first time and it is important that they remember you and your products. A good way to do this is to give out a brochure or a promotional leaflet, this works even better if your business card is attached. Make sure that all of your business stationery is up date and your logo and identity remains consistent throughout.

People will want to order from you on the day so make sure you have enough order forms to hand.

Make sure all your staff are appropriately dressed and where possible, are wearing printed T-Shirts, this is an ideal way for you to convey a professional image of your company.

Customers like to take gifts home from exhibitions. This can include anything from a box of chocolates, a CD ROM or a free product and don’t forget the promotional merchandise, all prominently displaying your company logo and contact details.

Keep a record of all customers who have taken an interest in your stand, try to take down as many names, addresses, phone numbers and e-mail addresses, as you possible can. This will help you in the next section.

After the exhibition – Follow Up

Don’t let all of your hard work during the exhibition go to waste. Following the exhibition, make contact with all those clients who took an interest in your products or services. You can contact them via a mail shot, an e-mail campaign or even a simple phone call. Make sure your website is up to date, you want to reinforce the good impression you made at the exhibition.

A successful exhibition or trade show takes a lot of planning. To help facilitate, invest in creative ad specialties to help get the word out. But on the day of the trade show, you’ll need something exciting. Customizable slot machines are great because they reinforce your company name. A money blowing machine or robot novelties also help to advertise your booth to passerby and making a good impression on potential clients.

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