2. Plan and organise:Review the exhibition catalogue • Find out where your target audience and competitors will be. • Organise groups of meetings according to location. • Advertise your attendance, look up your neighbours and establish referral partnerships with them in advance.
2. Plan and organise:Create buzzEnsure your target audience know you are attending/exhibiting, give them acompelling reason to meet you, connect with your peers on social networkingsites and build momentum in the run up to the event.
2. Plan and organise:Remember it’s a marathon not a sprint
2. Plan and organise:Be earlyIf you are exhibiting arrive theday before to ensureeverything is going smoothlywith your build, technicalequipment, hand-outs etc.If you are attending, go to thestands you have identified asmost valuable first.
3. Be prepared:Brief your team Do make sure each member Don’t forget to brief team of your team attending the members on what objections tradeshow has clear goals customers may have Do ensure they understand Don’t be afraid to cut the dead your message and unique weight. If team members are selling points uncomfortable engaging with attendees send them to gather Do master your pitch. information, attend Practice refine and rehears presentations and report back as much as possible. Don’t forget to capture data
3. Be prepared:Achieve standoutRemember 90% of marketing material does not make it back to theoffice, your displays, hand-outs, business cards or other materialsshould be eye-catching, have a clear message/ proposition and containsimple contact information.
3. Be prepared:Bring a pack containing all of your daily essentials Business Cards for multiple staff members Water and snacks Tickets, contact details of the exhibition team, transport schedules, location information Your meeting diary Lead capture form or notebook to record details of who you meet Walking shoes Multiple phone charger and power cables Freshen-up kit e.g. Toothpaste, tooth brush, plasters If you are exhibiting box up essentials such as scissors, tape, pens, adhesive putty e.g. “Blu-tac” etc and send it with your marketing material.
4. Ask the Right Questions • Engage: Avoid general questions such as “how are you?” or questions that attendees can give single answers to “Are you enjoying the exhibition?” find out why the person attended, what they hope to get out of the event, what brought them to your section. • Qualify: Distinguish between potential customers, allies and partners and those who are simply curios (or came along for your iPad draw or goodie bag). Move on quickly and politely from those who are not interested in your company/service. • Wow: Once you have qualified potential customers or partners, it’s show time. You’ve mastered your pitch, prepared your material now it’s time to put it into action. But don’t hard sell, find out what the attendee needs and explain the features and benefits that you can deliver to satisfy that need.
5. Follow upPrepare your response strategy in advance. Ensure your follow-upmaterial, emails, letters, brochures etc are ready on your return fromthe event. Make sure you contact your new leads and connectionswithin a week to 10 days of the event.
5. Follow up You have already met and discussed the benefits them so a brief email to assess their interest or reconnect is all that is needed.
5. Follow up Create a team, brief them on the contacts you have made and delegate responses to each member depending on requirements and skills.