Why Exhibitions?
Exhibitions are an influential, flexible and highly
cost-effective business tool – as well as being significant wealth
generators in their own right. In established economies they are a
vital part of the marketing mix, alongside direct selling,
advertising, direct mail and the Internet.
Ten
Reasons To Exhibit
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1. |
Meet thousands of new buyers and develop a quality
database |
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2. |
Develop a personal and direct relationship with your
clients |
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3. |
Show your full product range in real life rather than a
catalogue |
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4. |
Let buyers use all five senses to gain a full
appreciation of your product |
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5. |
Get immediate feedback on your product range |
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6. |
Overcome objections and accelerate the buying process |
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7. |
Sell product at the show |
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8. |
Raise your profile in the industry and add value to your
brands |
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9. |
Locate new agents and distributors for your products |
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10. |
Launch a new product and generate media interest |
Statistics
WHY TRADE
SHOWS WORK…..
Meet the
decision makers
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83% of all visitors to a trade show have the
authority to purchase or are a decisive influence in the
purchasing decision of the company.
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72% of trade show visitors intend to make a
purchase either at the show or in the near future.
Exhibitions
are effective because
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54% of visitors come specifically to see new
products and services
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48% come for information
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40% to keep up to date with technology
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15% to make business contacts
Did you know?
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46% of people planning to visit a trade show make
the decision to attend more than 2 weeks before the show.
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25% of visitors decided to attend the trade show
because they had attended the same event before
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82% of trade show visitors are aged over 25
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An average expenditure of 9% of companies’
marketing budgets was measured as returning 23% of business.
CONSUMER
SHOWS
Did you know?
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62% attend for information
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34% look for new products and services
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21% have attended the same event before
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53% plan to attend before the show opens
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82% of those from out of town or state have
traveled specifically to visit the show
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87% are aged over 25
6 Quick Tips
1. Choose
the right show. Often there are a number of options. Choose the show
with a good record of attracting your kind of buyers.
2. Book
your stand early. You will have a better choice of stands, lots of
time for planning and may be eligible for an early booking discount.
3. Promote
your participation leading up to the event. Send out letters to all
of your current and potential clients to let them know you will be
at the show.
4. Design
your stand so it looks professional and so your product is the most
obvious feature. It is important that visitors know what you do.
5. Search
for qualified buyers at the show. Get your staff to be active in
looking for the right people, qualifying their interest and
recording their details.
6. Follow
up straight after the show. The show is the first big step, but to
get real results you need to contact all the buyers you met at the
show.
Booking A
Stand
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Establish how much space you ideally require to
display your products/services.
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Check whether this then fits within your budget.
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Select a stand with high traffic flow eg. near
entrance, adjacent to kiosk, or on a corner.
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Ideally your stand should have more frontage than
depth, for better traffic exposure.
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Ask who is on the adjacent stands. Do you wish to
be next to competitors?
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Book early to obtain the widest choice of stands,
and to gain an "early booking" discount.
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Sign and return the "Contract for Space"
promptly, with deposit, to confirm your preferred site
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If you require special services eg. gas, air,
water, ensure your preferred stand has these.
Ordering
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Read your exhibitors manual carefully. You will
find all the information you need to make ordering things easy.
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After you have defined your objectives and
designed your stand, establish a list of your requirements.
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Ask questions. Talk to the preferred suppliers if
you are not sure, need clarification or ideas.
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Ask for written confirmation of the things you
have ordered from your supplier.
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Ensure your stand coordinator brings a copy of
your order to the show during set-up.
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Get in early. At least four weeks prior to the
show. Last minute orders can incur late fees and delays during
set-up or you may have to compromise due to shortage in supply.
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Use the official show contractor. They have been
selected on their performance and will be there to help at the
show if you need it.
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Keep it simple. Don't order too much for your
floor space. As a rule, at least 50% of your floor space should
be left for visitors.
Moving Things
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Where show stock is very valuable, insure it
including during transit.
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If using outside carriers, book them four weeks
in advance. Note many do not operate on weekends or holidays.
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Plan so that your product arrives after the
construction of your stand has been completed.
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Ensure that fragile equipment/product is safely
packaged.
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Use reputable freight forwarders, if product is
coming from overseas. Seek recommendations from the organizer.
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Every item must be clearly labelled with your
stand number and company name.
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Get a loading dock confirmation time from the
organiser, to avoid your carrier waiting in queues.
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During move out, pack all your goods then move
them out.
How to Make
The Most of The Exhibition
Set SMART
objectives.
Specific,
Measurable, Attainable, Realistic and to a Timeframe. What do you
want from this exhibition?
Define the
target audience.
Who are the
audience at this show? What products and services will they be
interested in?
Develop your
message.
Keep it simple and to the point. Aim your show specific message at
the target audience.
Attract
people to your stand.
Consider at show promotions, sample giveaways, competitions,
hospitality, or launch a new product. However, don't let these
things distract from your key objectives.
Communicate.
Who you are. What you do. What benefits you offer to your clients.
The obvious needs to be stated.
Pre-Show
Targeting.
Promote in the publications that the show promotes in. Involve you
whole marketing mix early. Send out complimentary invitations to
attend to you current and prospective client base inviting them to
join you.
Be clear and
concise.
Exhibitions are a competitive environment. You only have seconds to
attract visitor's attention and engage them with your message.
Graphics.
Larger, bolder, simpler. As a rule of thumb, think of a size and
double it. Think of a freeway billboard. What works on the printed
page or website will not always work in an exhibition.
Space.
Leave plenty of room for visitors (buyers) on your stand. At least
50% of your floor area should be left for visitors.
Involve your
sales team.
Brief your team on the stand prior to the show. Give them the whole
picture, the why, what, where, who and your objectives, and seek
feedback on your exhibit for the next show (write it down). Train
your staff with in the three key areas of successful trade show
preparation: how to manage visitors, product training and the
gathering and recording of leads.
Why will
visitors buy from you?
Trust and comfort - analyse your key audience and communicate
the visual language your customers speak and understand.
Quality of product and services.
Promise of after-sales service - an important factor for
decisions to purchase - amplify your product warranties and back up
your promises.
Review,
develop and change.
Continual development and change is a must. Visitors (buyers) may
walk past your exhibit if it "looks the same as last time" - nothing
new here!
Capture the
moment.
Photograph the event. Use it in further promotion and as a great
stepping stone to your next exhibition stand.
FOLLOW UP!
Sales are made after the show - have a follow-up strategy in place!
Organise leads generated, send out follow-up communications, make
follow-up phone and sales calls. Qualify sales post event and review
the results in three months time - you'll be surprised how many will
be attributed to your presence at a trade show.
Staffing
Staffing
will ultimately determine how successful the show is to you.
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Use your very best staff - those that are
friendly, motivated, and have a real knowledge of your products.
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Avoid using outside temporary staff - trade
visitors expect to get answers from experts.
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Roster staff in four hour cycles, to avoid them
getting tired and de-motivated.
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Brief staff as to the goals of your exhibiting,
so that they can focus on these.
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Set specific targets (eg. $ sales, visitor
contacts) and offer rewards for achieving these.
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Instruct staff as to their "body language" on the
stand.
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Have a de-briefing at the end of each day, to
review results and problems
Security
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Ensure that your insurance policies are extended
to cover the show.
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Whilst thefts rarely occur at exhibitions, be
particularly alert during move in and move out.
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Always have a lockable cupboard or storage area
on your stand, for personal valuables eg. wallets, phones,
handbags.
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Co-operate with security guards employed by the
organizer, as they are there to protect your property.
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Report any thefts immediately to the organizer.
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Never leave small, portable, valuable items
unattended on your stand eg. laptop, handbags
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During move out, station somebody on your stand
until all product is removed.
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Don't leave commercially sensitive material on
your stand, eg. pricing folders, client lists.
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