A presentation to exhibitors at the Richmond Expo on how to prepare for exhibiting. Hints and tips on how to exhibit effectively for your business.

1. How to Exhibit
A presentation for exhibitors at
Richmond Expo

2. A snapshot of Richmond Expo

3. The Buying Cycle
AWARENESS
INTEREST
EVALUATION
TRIAL
BUY
Pre-Expo PR
Grab their attention on the day
Engage and inform
Expo offer
Follow up

4. Your Marketing Strategy
PROSPECTS
LEADS
CUSTOMERS
BEFORE
DURING
AFTER

5. AFTER
● Launch your follow
up campaign
● Post-Expo PR
● Be persistent
3 stages of exhibiting
BEFORE
● Invite prospects
AND clients
● Pre-Expo PR
● Plan your exhibition
stand
DURING
● Entice visitors to
engage with you
● Capture data
● Prioritise leads for
follow up

6. PART 1: BEFORE
BEFORE

7. Pre-Expo PR - What we do
● Email campaign
● Social Media
● Poster/ Postcard campaign
● Radio Jackie
● Local print publications
● Richmond Council mailshot to
6,000 business rate payers
BEFORE

8. Our Broadcast Network
● Twitter
● Emails
4,000 emails
BEFORE

9. Online PR promoting your business
● We will write and
publicise a specific
blog promoting
your business at
the Expo
● Include Expo offer
or competition
BEFORE

10. BEFORE
How YOU can maximise promotion

11. Promote you’ll be exhibiting
● Twitter, Facebook,
LinkedIn, etc.
● Invitation postcards
● Email invitation
● Website banner &
email signature
BEFORE
Are you following us yet?
@richmondexpo
#richmondexpo

12. BEFORE
Why?
● Opportunity to strengthen your client
relationships
● A reason to make contact with clients you
would like to meet
● Collaboration - everyone benefits

13. Your stand
You get:
● Shell stand
● 2m or 4 m wide
● Logo panel
● A4 Literature
pockets
BEFORE

14. Planning your stand
BEFORE

15. Three key things to think about
1. First impressions
2. ONE clear message
3. Capturing data
BEFORE

16. First impressions count!
A dull stand will not
make this event a
success for you
BEFORE

17. ONE clear message
BEFORE
Avoid scatter gunning! Nothing will stick.

18. People BUY help to a problem!
ONE specific problem
you can solve
BEFORE
That relates to...
ONE specific area of
the business you want
to grow

19. Capture data!
Use competitions to capture data.
Win a Website – value £1000
EXPO offer: SAVE £50 on your first print
order – sign up today
● Generous discount, short timescale
● Create ‘entry forms’ to capture the data you want
BEFORE

20. Let’s get started
Ideas for your stand!
BEFORE

21. DO – Get creative
BEFORE
At little cost, your stand can look eye-catching

22. DO – Grab attention!
One clear message
BEFORE

23. DO - Look the part
Eye-catching graphics create a strong
impression
BEFORE

24. DO - Make it interactive
● Fun
● Interactive
● Easy ways
to start a
conversation
BEFORE

25. DO – Use relevant props
Have fun with it!
BEFORE

26. DO - Get visitors engaged
Re-create your business at the show!
Use live demos, free
treatments or even
videos to showcase
what you do
BEFORE

27. DO - Use your space
BEFORE
Use the floorspace to ‘create’ your own setting

28. DO - Accessorise your stand
BEFORE
Flowers & plants can look ‘fresh’ and appealing

29. DO - Be a good host
Nibbles and drinks are a good ice-breaker
BEFORE

30. DO - Hire stand furniture
Popular options are:
● a poseur table and
a couple of stools
● literature stands
BEFORE

31. DON’T’s!
BEFORE

32. DON’T – Be bland!
BEFORE

33. DON’T – Not bother!
BEFORE

34. DON'T - Clutter with c**p!
Why should people stop?
BEFORE

35. PART 2: DURING
DURING

36. Engage with visitors
● Be positive, friendly,
welcoming and make
eye contact
● Ask open questions
● Listen & make notes
after each conversation
– business cards / lead
sheets
● Prioritise leads
DURING

37. Photo NOT from
Richmond Expo!
Unlike these guys
DURING

38. Being sold to
DURING

39. Being sold to
DURING
Be polite but firm – don’t get ‘stuck’ with people
who are just out to promote their own services
I’ll see you
at the bar

40. Brief your team
Maximum people manning
your stand at any one time:
● Single stand - 3
● Double stand - 5
Brief your team well:
● Objectives
● Key messages
● Collect data
DURING

41. Enjoy it!
DURING

42. So...to recap!
● Define ONE clear message
● Plan how to make your stand look visual
● Order printed marketing collateral
● Order stand furniture
● Organise who will be helping you
● Get clothes and props ready
● Be pro-active promoting

43. PART 3: AFTER
AFTER

44. AFTER
Plan for AFTER the event
● Work out how you will qualify and follow up
on leads
● Be in touch promptly
● Make your Expo leads part of your continued
marketing

45. Persistence pays!
AFTER
Lack of follow up is the main reason for failure
to achieve a return on your investment!

46. AFTER
● Launch your follow
up campaign
● Post-Expo PR
● Be persistent
To summarise
BEFORE
● Invite prospects
AND clients
● Pre-Expo PR
● Plan your exhibition
stand
DURING
● Entice visitors to
engage with you
● Capture data
● Prioritise leads for
follow up

47. To exhibit
● Single stand: £499+vat
● Double stand: £899+vat
● Micro-stands for charities / start-ups: £99 / £199+vat

48. To exhibit
“Put simply – anyone, who is anyone in our Borough would
have to be mad to want to miss this! Where else could you go
to get access to meet so many business people in just one day?”
David Nash, Beechgrove Press

49. Our Sponsors & Partners
We are grateful for the support of

50. We're only a call away...
MARKETING SUPPORT:
Nick or Jacqui on
020 3002 4100
EXHIBITION GRAPHICS:
Kim on
020 8893 9661