Once you have booked your space at an Exhibition, there are 10 steps that you should consider, before rushing off to book a stand builder, if you want an effective, economical stand that will help you achieve fabulous results:
STEP 1 – Set Various Objectives
Set multiple exhibition objectives, because if you don’t know where you are going, how will you get there? Exhibitions are so sophisticated that there are 100 different exhibition objectives to choose from.
The role of a successful exhibition stand or display, it to help your stand staff to sell and achieve your exhibition objectives.
STEP 2 – Drive Qualified Traffic
If you book a stand, then sit there hoping that the right people will visit your stand, then you are retailing, not marketing.
Plan pre-show and on-stand promotions that will help you achieve your exhibition objectives by driving qualified traffic to your stand; important considerations when designing an outstanding trade booth just like exhibition stands UK.
STEP 3 – Make A List Of Requirements
Consider the dimensions and requirements of your product/exhibit: how big is it – length, height, width, and weight, what does it need to operate, i.e. water supply, electricity, compressed air, etc.
Exhibitions out-perform all other marketing mediums for one reason only – you can demonstrate the products. If you don’t demonstrate your products (including services) then you really are retailing.!
STEP 4 – Do On Stand Promotions
Consider on-stand promotions, displays, entertainment, storage, and seating because the area they occupy, together with exhibits, should not exceed 70% of the stand space booked – the remaining 30% is for visitors/buyers and your staff. It is one of the vital factors for exhibition stand success.
STEP 5 – Focus On Return on objective
Most companies battle with determining the Return on the Exhibition Investment (ROI), which management will consider in determining the success of your participation.
ROI will also allow you to compare the results from different exhibitions and stands. Return on objective (ROO) might be a better indicator of show success.
The two sets of figures needed for determining the ROI are (1) an exhibition budget, detailing all expenditure, then (2) tracking all new business gained from the exhibition, up to 12 months after the show closes. Plan to track both religiously.
STEP 6 – Make Wise Decision
The decision to hire or buy a bespoke exhibition stand is influenced by numerous factors not least of which is aesthetics and budget.
If you only exhibit once a year, then hiring might make more sense, rather than paying for 11 months of storage.
Consider how often you exhibit as it would save you a fortune to buy one stand that could be used for three or 4 exhibitions, with small adjustments.
Your own stands and displays are always constructed carefully but are not broken-down and stored with the same attention to detail.
Well maintained and stored stands & displays will give you many years of service. Highly
STEP 7 – Put Focus On Graphics
Graphics are an expensive item but a picture truly ‘is worth a thousand words’.
Either consider using your existing graphics on the stand or ask your appointed stand builder to quote for these separately, then get competitive quotations. You must lookout for creative ideas for exhibition stands’ graphics.
STEP 8 – Read The Manual
The Organiser’s issue every exhibitor with an information manual, containing everything you need for successful participation, including service order forms like electrics, furniture, and cleaning.
You can either order these items yourself or ask your stand builder to arrange, at a cost.
If you wish your stand builder to supply these services, please do not hand them your exhibitor’s manual as it contains rules, regulations, and information, vital for your success.
Read the manual, before briefing the stand builder, so that you are aware of all of the rules and regulations that would affect stand building.
STEP 9 – Understand Your Package
Ensure that you fully understand what is being supplied by the Organisers as part of your stand rental.
If you have booked a ‘stand package’ this could include carpets, spotlights, plug, name on the fascia board, furniture, etc., then make sure that these items are not duplicated in stand building quotations.
STEP 10 – Make Proper Plan
To gain maximum benefit from exhibition participation, start planning 3 – 6 months out from the show.
Leaving everything till the last minute will incur extra stress and expense and limit your chance of truly successful results.