Exhibitions are your ultimate face-to-face
marketing tool. Make your best first impression in the very competitive
world of exhibitions.
It is absolutely imperative that your exhibition stand
works hard on your behalf, effectively portraying your brand and clearly
communicating your products and/services in an innovative effective manner.Exhibitions create neutral spaces where the
visitors feel more at ease than they normally would in traditional business-to-business
and retail environments.
This creates a wonderful opportunity to meet with
existing customers and clients, meet new prospective clients, and launch new
product lines and services as well as closing deals.Participating at exhibitions provides your
organisation with an opportunity to put its best foot forward and create a high
impact impression on clients, customers and prospects. Invigorating and
engaging the senses to create interest, is the main purpose of your stand.
This all sounds so simple, but how do
you achieve it?
The key to a successful exhibition as with any
other marketing and sales venture is planning.
Combine a dream with a plan and you have a
goal. Determining your objectives, quantifying them and allocating a budget
will be your first steps.This will narrow down the list of possible
exhibitions to participate in and guide you towards the appropriate size and
location of stand as well as the type of stand solution best suited to help you
achieve your objectives.
and Promotional Plan
Exhibitions are an essential component of the
modern marketing mix for many organisations.
Your existing strategies and campaigns should
be incorporated into your exhibition involvement, but above that the involvement
itself must be leveraged in your communications.Exhibition specific promotions are an effective
lure to encourage existing and prospective clients to experience a uniquely
personal touch point, an opportunity to surprise and delight them at an interactive
Manning Your Stand
This is a crucial component in your exhibition
strategy yet is often overlooked or merely glossed over.
As ambassadors for your brand, the team members
manning your stand have the power to reinforce the initial impression created,
add to it or possibly even destroy it.A detailed plan of action with conduct
guidelines for your team members is a vital step of the exhibition process.
briefing session with roll playing will reinforce how they need to interact
with visitors, how they must present themselves and what objectives your
organisation is striving for.
Stand and Display
A large portion of your resources should be
applied to your stand to create an environment that is welcoming, a message
that is well presented, clear and highly visible.
Your stand and display has to pass the 10
second test, this is the time a visitor will take before deciding whether to
pass your stand by or approach it. Stand design and display creation have
evolved into a dedicated discipline that incorporates knowledge and practices
from architecture, interior design and retail planning.
Using your organisational values, objectives,
marketing material and budget as a guideline a designer will create you an
option that will best represent your organisation and help you achieve your
objectives, while complying with industry legislation and greening guidelines.
Materials, lighting, graphics, focus and flow
are some of the many aspects that are intertwined to create a high impact stand
that will serve your organisation well and create a platform from which you can
Combine all of the above and you have the
recipe for a successful exhibition plan, take the time to learn about and enjoy
the experience of exhibiting to make the most of your involvement.