Making the Most of an Exhibition

The height of the trade show season is upon us and that means promotional and event staff attending exhibitions at major venues across the UK to give your brand a boost. From improving sales to generating leads, making the most of your time at an exhibition is critical to success.

#1 Know your audience and focus on their needs

The Luxury Travel Fair at Olympia London in early November is a must for any brand in the luxury end of the travel and tourism business. Get more from this exhibition giving solutions customers at this exhibition would be looking for.

#2 Identify three reasons why you are attending the show

There are many similar trade shows and exhibitions held across the UK within your sector each year. But that doesn’t mean you have to attend them all.

Exhibition space is expensive and so you need to be confident that the right people are attending the show – that is, your customer demographic.

List three reasons why a certain trade show is right for your business. You will need to look in detail at the footfall but also who it attracts and the other exhibitors there.

For example, the World Travel Market at ExCel London starts the day after the Luxury Travel Fair. This event, however, is geared toward more B2B, so which would suit your business better?

#3 Measurable goals

You’d be amazed at the number of brands who go into a trade show with no strategy. They set up the stand the same way they always have done and aside from hiring a few promotional staff, they don’t have specific and measurable goals for each trade show they attend.

Measurable goals mean you can really see what is working and what isn’t.

#4 Identify what products/services you will showcase

You may have hundreds of lines and several services from which consumers can choose. But go in with a too-broad approach and you find that nothing really stands out.
Take the Spirit of Christmas Fair, for example, a huge week-long event that is perfect for so many brands, smaller, artisan and boutique ones included. By showcasing three or four products or even focusing on one will give detail to your strategy that could see you enjoy a very profitable time here.

#5 Host a fantastic experience

We talk about well-designed, functional and uncluttered trade shows stands and exhibits. But we also need to think about the experience the customer gets when they interact with people on your stand.

This comes down to expectations – are you giving the customer what they expect not just from your brand but from the trade show itself?

For example, the attendees at the Sleep & Eat show, focussing on hotel design, will have a set of expectations when they approach exhibitors. As a design company, will you be giving them the experience customers believe they should be getting?

#6 Promotion – before, during and after

With so much going on, it can be tough making time to promote your presence at a show beforehand, as well as during and after the event.

Again, it all comes down to getting the very best from any trade show, exhibition or event you attend, squeezing out as much ROI as you possibly can.

Don’t forget to follow up leads!

You do have a trade lead strategy, right?!

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