If you’re considering exhibiting, then you will have already acquainted yourself with the benefits it can bring. However, it’s essential that you don’t ‘wingit’! In order to experience the full benefits of exhibiting, you will need to study and be clear on the following secrets we’ve revealed for you...

1. THE SECRETS TO A
SUCCESSFUL EXHIBITION
FOR MARKETERS

2. If you’re considering exhibiting, then you will have already
acquainted yourself with the benefits it can bring. However,
it’s essential that you don’t ‘wingit’! In order to experience
the full benefits of exhibiting, you will need to study and be
clear on the following secrets we’ve revealed for you:
DON’T ‘WINGIT’!

3. In A recent blog post we emphasised how important it is to set your
goals and write them down. The same applies when planning an
exhibition. You and your exhibiting team will need to:
1. CLEAR UNDERSTANDING
• Clearly understand the purpose of why you’re exhibiting
• Know what your goals are as a team and individually
• Set realistic milestone-targets that will help you achieve your goals
• Set deadlines that need to be met in order for you to attend the
event – e.g. you don’t want to be designing your marketing materials
last minute!
• Create a Plan A and a Plan B for the event, you need to be able to
adapt to the condition that presents itself on the day.

4. You may be thinking that this should be the first step – but don’t be
fooled. To ensure you have a successful event you need to be clear on
your purpose and goals first, this will help determine what exhibition is
right for you.
2. CHOOSE YOUR VENUE
Make sure you do your research and find out what exhibitions are
taking place and which ones align well with your goals and what you
want to achieve from attending.

5. Before designing your stand and other striking materials for your
event, develop an understanding of what competitors you’ll be against
and what they’ll be ‘bringing to the table.’ Gain an advantage location
within the hall by registering early.
3. COMPETITOR RESEARCH
Advantage locations are high-traffic areas that people will likely be
walking past more frequently than others, such as near restaurants,
refreshment areas, toilets etc. Once you have your spot, check on who
your neighbours will be at the event so you can adapt your strategy
if necessary.

6. Design is a key part in ensuring you stand out at an event so you need to have your print
materials thoroughly planned out and ready well in advance of the exhibition. It’s a
common theme where people leave it till the last minute and have to rush this key part of a
successful exhibition.
4. IMPACT AND FIRST IMPRESSIONS
You should be strategic and tactile in your design choices which takes a lot of thought and
time, so allow it the time it needs! In addition, it’s easy to discount the lighting factor that
you’ll be faced with once you arrive at the venue, and it would be a shame to have a great
stand that is hindered by the indoor lighting. So, ensure you are able to adapt to your
surroundings by taking additional light sources or by incorporating that element into your
stand/other materials. Don’t forget to consider gadgets and items that your visitors can
interact with such as video books and endless folding cards; these items will prompt
further conversation by keeping them at your stand for longer and will leave a
longer-lasting impression.

7. Another great point about securing your spot early is that you will have longer
to action the 5th secret. Spread the word! Let people know about the event
that you’re attending, there are many ways to get the word out such as: During
phone conversations with clients and suppliers, Adding a footer to your emails,
Posting on your website/blog and Social media
5. SPREAD THE WORD
A great tip for spreading the word and getting involved in the event before it
takes place is to follow accounts and get involved in conversations related to
the event on social media. Not only will this create interest in your company,
but it’s also a great tool for you to get to know your competitors and potential
clients beforehand; which will further aid preparation for the event. You may
find through connecting via social media first, you are able to schedule in times
to meet with potential suppliers and customers.

8. ANOTHER GREAT POINT ABOUT SECURING YOUR SPOT EARLY IS THAT YOU WILL HAVE
LONGER TO ACTION THE 5TH SECRET. SPREAD THE WORD! LET PEOPLE KNOW ABOUT THE
EVENT THAT YOU’RE ATTENDING, THERE ARE MANY WAYS TO GET THE WORD OUT SUCH AS:
DURING PHONE CONVERSATIONS WITH CLIENTS AND SUPPLIERS, ADDING A FOOTER TO
YOUR EMAILS, POSTING ON YOUR WEBSITE/BLOG AND SOCIAL MEDIA
A GREAT TIP FOR SPREADING THE WORD AND GETTING INVOLVED IN THE EVENT BEFORE IT
TAKES PLACE IS TO FOLLOW ACCOUNTS AND GET INVOLVED IN CONVERSATIONS RELATED TO
THE EVENT ON SOCIAL MEDIA. NOT ONLY WILL THIS CREATE INTEREST IN YOUR COMPANY,
BUT IT’S ALSO A GREAT TOOL FOR YOU TO GET TO KNOW YOUR COMPETITORS AND
POTENTIAL CLIENTS BEFOREHAND; WHICH WILL FURTHER AID PREPARATION FOR THE
EVENT. YOU MAY FIND THROUGH CONNECTING VIA SOCIAL MEDIA FIRST, YOU ARE ABLE TO
SCHEDULE IN TIMES TO MEET WITH POTENTIAL SUPPLIERS AND CUSTOMERS.
Remember to follow any related accounts or hashtags
that are mentioned during the event so you can
continue to promote your stand and encourage people
to visit while you’re there. It’s a great idea to have
someone taking photos/videos and notes during the
event so that you can share your experience with
everyone once it has ended. You’ve been reeling
people in and getting them interested building up to it,
so it makes sense to continue conversations and
update social media posts.

9. We have one additional tip for you, and that’s not to forget your follow
ups! You’ve put in great effort to make the event happen, so make
sure you action follow ups one to two days after.
ADDITIONAL TIP!

10. WE HOPE OUR SECRETS HAVE
BEEN OF VALUE TO YOU
DIVE DEEPER INTO SIMILAR
SUBJECTS PUBLISHED AT
www.birchprint.co.uk/blog/
Th k You!