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| How to get the best results from your exhibition stand at a trade show or conference,
generating sales leads and interest, which can be followed up later. Most of the success
in exhibiting is in the planning but staff on the stand need to use the right approach and
skills to ‘work the audience’. |
WHO SHOULD ATTEND
This half-day workshop is aimed at people at the sharp end of the business who plan the graphics, handouts and equipment for their stand. People who staff the stand on the day would also benefit from the course. |
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| PREPARING FOR THE EXHIBITION |
The paperwork
Your exhibition contract terms and conditions. What you can and cannot do on your stand.
Are you insured against damage claims from the public or the venue?
The exhibitors’ manual or handbook, returning the various forms in adequate time.
Will you be running machinery, or laptop, projector or need Internet access?
The timetable for set-up and break-down of the exhibition.
Delivery and collection of materials to the exhibition venue. |
Your ‘pulling power’ at the exhibition
Understanding the visitor profile and creating an image to suit.
Graphics and words on your stand. How big, how many words, what words?
Other attractions like prize draws, giveaways, music, competitions, food and drink.
Will the organiser limit you on what you can show?
Will other exhibitors complain?
Literature; off-the-shelf or specially prepared. |
The delivery and set-up
Delivery by courier or yourself. Secure storage at the venue.
Access and set-up times in the exhibition area.
Setting up your stand - check list of useful aids.
Health and Safety considerations.
Preparing for the opening. |
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| AT THE EXHIBITION |
The exhibition environment
Survival tips for food, drink, breaks and the right clothing.
Setting up your stand to be inviting, not a defensive wall behind which you hide.
Remembering why you have taken an exhibition stand and the expected results.
Safeguarding your personal and expensive portable items such as handbags and
laptops from passing thieves. |
‘Working’ the audience
Planning the best sales times and the quiet times.
Your personal manner.
Dealing with visitors and sorting out prospects from timewasters.
Find a suitable quiet area or exhibitors lounge for private meetings with serious prospects.
Logging enquiries and marking up future actions. |
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| IT’S OVER |
Breaking down
When can or should you decide to start breaking down you exhibition stand?
Safeguarding and packing re-usable stand graphics and materials.
Moving materials out and collection from the venue. |
After exhibition tasks
Put away the exhibition materials in safe storage in the office for future use.
Complete the exhibition organisers questionnaire and see how much visitor data you
can obtain in return.
Letters or emails to all prospects attracted to your stand with different courses of
action proposed. |
