Define your objectives

As an exhibitor, what do you want to accomplish with your exhibition stand?

• Increase sales?
• Build brand awareness?
• Build industry awareness?
• Educate customers?
• Create new relationships?

Once you have defined your objectives, put an action plan into place to achieve your objectives.

Exhibitor Planning

Keep the following points in mind when you’re planning:

• Fix a budget
• Set objectives
• Be selective
• Watch your costs
• Consider staff training
• Don’t understaff
• Be aggressive

Careful review of the show manual

Most shows will at some point supply you with a manual with show rules and guidelines.
It’s very important that you look through each manual carefully, as every show is different.

• Note important information
• Note deadline dates for order forms
• Fill in all mandatory forms
• Send a copy of the Manual to your stand builder
• Look for promotional opportunities

Stand design and graphics

Keep the following points in mind when you’re designing your stand:

• Create a concept
• Make it visual – colours catch the eye
• Think about technology
• Utilise the space
• Get interactive
• Light it up
• Use fabric graphics
• Work with professionals

Promotion

It’s time to spread the word – tell everyone!
You should look at using the following channels to let people know that you will be exhibiting:

• Social media
• Company Website
• Flyers
• Personal letters/Invitations
• Magazines/Newspapers
• E-mail/Internet
• E-mail signatures

Staffing

Staff manning the stand need to be briefed on the objectives.  If the staff are not clear on your objectives, they are unable to help you achieve your objectives.

Train your staff on the following:

• Body language
• Opening lines
• Avoid playing 20 questions
• Don’t rush to demonstration
• Disengaging appearance/behaviour

Post-show

After the show it’s important to look at the following:

• Measure your return on investment (ROI)
• Improve for future exhibitions
• Budget for your next exhibition

Research new exhibition opportunities