This document provides tips for exhibitors to get the most out of exhibiting at events. It recommends exhibitors 1) establish clear objectives for what they want to achieve, such as acquiring new clients or building their marketing database, 2) create a plan to meet those objectives through actions taken before, during, and after the event, and 3) conduct publicity before and after the event to promote their presence. It also provides best practices for booth design and staff engagement to effectively promote their brand and services to attendees.

1. How to get the most out
of Exhibiting
with
Karl Craig-West & Elaine Vandelli

2. 1: Objectives???
What do you want?
● More clients/customers
● promotion opportunities
● Bigger marketing database
● Networking
● ???

3. 2: What's the Plan?
How are you going to meet those
objectives?
What actions do you need to take
before, during and after the show?

4. 3: Publicity (before and after)
You
ClientsContacts
Press Marketing

5. 4: Your Stand
● Keep it simple
● Bright and cheerful
● No barriers (desks/tables)
● Engaging graphics
● Get to the point quickly (how you
help your client is more important
than your company name)

6. What’s
Wrong
Here?

7. Clean and simple
communication

9. 5: Engage
● Prize draw - make it meaningful or
different
● Free gift - make it valuable
● Make a special offer
● Tell, don't sell
● Keep promises
● Be different!!!

10. 3: Publicity (before and after)
You
ClientsContacts
Press Marketing
Did we mention that you should do some...

11. 6: Leaflets/Flyers
● Reason to keep it
● Make an offer
● Make it useful
● Keep it simple
● Use lead tracking
● Pictures
● Sell, don't just tell
● CALL TO ACTION !!!

15. 7: People
● Smile
● Smile some more
● Don't overdress (or underdress)
● Don't stand waiting
● Talk and engage
● Eye contact
● Make a note of what was said
● Did we mention smiling?
● Have some fun...

16. Dress
appropriately

17. 3: Publicity (before and after)
You
ClientsContacts
Press Marketing
Quick reminder: do some...

18. Dress
appropriately

19. 8: After the show
● Follow up (with every single contact)
● Add all contacts to a CRM
● Keep in touch
● If you promised something then do
as you said

20. And Finally...
Exhibiting is a marketing exercise so
make sure you have some objectives
and a plan for reaching them.
Aim for
Return on Investment...

21. 3: Publicity (before and after)
You
ClientsContacts
Press Marketing
One last time. Make sure you have good...

22. Karl Craig-West is a Director of
Buswebs which provides affordable
websites, blogs and web marketing
services to the self employed and
small businesses.
He can be reached on 0116 355 2194 or
karl@buswebs.co.uk
www.buswebs.co.uk