Exhibitor TIPs

Your guide to successful exhibiting

Exhibitor TIPS - from EXSA

The X-Factor – Helping Exhibitors to develop their exhibition marketing. How do you maximise your participation on an exhibition and measure your success? Why should you exhibit and how should you do it?

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Safety Guidelines

Read the latest Safety Guidelines for the Events Industry. This is still a valid document, although it was issued in previous year by EXSA.

This is a very comprehensive and useful guideline that every exhibitor should have and read.

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Sponsorship Opportunities

Make the most of your Marketing materials and the time leading up to and after the show. The National Boat Show is a multi-faceted opportunity for you to maximise your exposure over the duration of the show. Be well prepared and make your total investment count.

Take advantage of the associated exposure at the show to exploit your time and efforts.

Exhibiting Guidelines

Make sure that your stand is neat and tidy at all times
Smoking is not permitted on the stand
Although eating at your stand sometimes cannot be avoided, it does not look appealing to visitors
Try to schedule regular breaks and lunch hours instead
Corporate clothing is recommended for all representatives, and ensure that your staff are well informed on the product you are marketing
It is not wise to keep clients waiting. Even if extremely busy, excuse yourself just long enough to inform your next client of the delay. Waiting clients may be directed to one of the available coffee areas within the exhibition hall for a cup of coffee while they wait
Do not leave your stand unattended. If you must leave, ask your neighbour to keep an eye on your stand and inform clients that you will be right back
Brochures and business cards may be displayed on your stand, therefore ensure you have ample supply on hand
Do not leave bags, cell phones, laptops unattended. Security of your own personal property is your own responsibility
Please arrive at the show on time. It is advised that you arrive 15 minutes prior to the show opening to ensure that your stand is ready for the day's business
Please ensure that your exhibitor badge is worn at all times to allow for easy access to the venue

Marketing & Advertising Tips

Exhibitions

Should your business take part in an exhibition? Well unless you know why you're participating, you shouldn't! You should have a clear idea of who will be there (the audience), and why they are going to be there. When you have an idea of what it is that they want, decide what you've got that you can sell/communicate to them (and if you think it will be worth your while).

How to have a successful exhibition

1. Set objectives that are measurable and achievable

These could include a mixture of the following

Generating sales leads
Achieving immediate sales
Launching a new product or service
Penetrating new markets
Meeting existing customers and building relationships
Branding
Market research/Obtaining competitive intelligence
Recruiting new agents/distributors

2. Decide how to go about achieving your goals

Take cognisance of the fact that selling on a show is different from all other sales environments and for that reason you have to do things differently.

What will you emphasise?

Expertise, Service, Quality, Brand, Technological skills

How will you create interest?

Offer show specials, Have moving exhibits, Run demonstrations, Run a competition
Be sure that whatever you choose to do has relevance in terms of your own objectives and those of the visitors

Get your people in gear

Invest in your people. Get them enthusiastic and encourage enthusiasm from them on the stand
Explain your objectives. Do some training and get them to practice before they get to the show
They need to MEET - QUALIFY - DISENGAGE in a courteous, professional, swift manner
Create special tools for them to use on the show e.g. client information forms
Make sure that they dress appropriately ( including comfortable footwear) and that they get regular rest breaks
Don't allow team members to eat or drink on the stand in the public eye
Don't ignore anyone. Record visitors information

Prepare well in advance

You will need: Business cards, Product Information Slicks, Brochures, Data Capture facilities
Well prepared presentations, Presentation equipment (projectors, laptops, screens etc.)
Signage, Banners, Invitations, Stationery, Price lists, Stock Availability, Product information, Diary to book appointments

Follow up

Set aside time for after the show to follow up the leads and enquiries received
Measure and record the results achieved in terms of Leads, Appointments made, Sales, Improved awareness etc.

3. Exhibitor Tips

A company's trade show exhibit is a marketing opportunity – The chance to make a quick impression on buyers and convince them to come along to your stand. You have 3 seconds to grab the attention of potential customers so the right stand image is critical.
Keep the message simple! Don't overcrowd your stand.
Consider offering a giveaway or promotional product that conveys your message.
Newsletters are an excellent way to keep in touch with customers and to keep your company name in their minds.
For trade show purposes, they can be used as pre show, at show and post show promotional pieces.
Do not disrupt other exhibitors or visitors. Keep your marketing strategies professional.
It is good business to use good etiquette when staffing your company's exhibit stand. You and your company can be highly successful, but you have to be careful not to break the rules of good exhibitor etiquette.
Don't ever look bored. If you're bored with your product, imagine the impact on the client.
Never block the entrance by standing in it, facing the aisle, you become the un-passable barrier.
Badges are very important, they tell the person you belong, are responsible and makes introductions easier. Visitors don't notice people without badges.
Try and get the visitor involved in the sale by allowing her to use your product or service. Let them show you how easy it is to use your product or service.
Understand that you have a captive audience and most people coming onto your stand have already shown that they are interested and they are hot prospects.
If you are sitting down, try and look busy. Update literature, do paperwork, research the product
Stand away from prospects, giving them time to focus and settle. Don't automatically rush up and start talking