MAXIMIZE YOUR EXHIBITION INVESTMENT
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?
Planning for Success
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.
Marketing 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 level.
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.
A 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.
Your 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 succeed.
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.