Exhibiting is so much more than designing a beautiful exhibition stand and turning up at the show expecting the world to notice you. There is significantly more that needs to take place before and during the show that will help you turn an ok show into a rewarding, enjoyable and profitable experience.

As well as planning the detail of your exhibition participation - the stand design, stand graphic, logistics and budgets - you also need to set in motion a pre-show exhibition and marketing programme that will support your investment in time, money and resources. A pre-show programme that will mean you can take advantage of every opportunity on the show floor.

There are a number of opportunities available to promote your participation at an exhibition including:

Direct Mail
Public relations
Advertising
Sales and business letters
Websites
Sponsorship opportunities

Direct Mail

Research shows that 83% of the most successful companies at a range of exhibitions mailed their prospects and clients before the show [source: CEIR]. Your direct mail campaign could include postal mail, email or better still a combination. Mail your own databases, or buy in a list or mail to the show's pre-registration list.

Public Relations

The exhibition organiser will be able to give you the information for the publications covering the exhibition. Make sure you get the editor's name and the deadline for submission. Some organisers also appoint a PR agency to handle their own and the exhibitors' PR and this provides valuable opportunity to submit your pr stories and photographs to piggy back of their pr machine. In many cases you can upload press releases to the show website for inclusion and availability to their website visitors. Make sure your press release concentrates on benefits not features and include a good photograph.

Advertising

If you have an existing advertising campaign, why not include the exhibition logo, dates and your stand number. You can also consider specific advertising for your participation in the exhibition previews and in the show catalogue for at-show exposure

Sales letters, business letters and emails

Make sure you include show information and your stand number on all business correspondance and communication pieces. Don't miss any opportunity to tell prospects and clients you are exhibiting.

Website

Most exhibition organisers have a show website on which you can promote your show participation. Many encourage reciprocal links and some will offer on-line banner advertising. Also promote your participation on your own website.

Sponsorship opportunities

Many exhibitions offer sponsorship opportunities for exhibitors. These are ideal vehicles for brand exposure. There are usually different packages to suit different budgets including hospitality sponsorship, exhibition hall graphic banners, carpet tiles, exhibitor locater boards, carrier bags and registration desks. You may also find that your exhibition organier is offering opportunities to place promotional items within the carrier bag along with the show catalogue.

If there is something different you want to do then talk to your show organisers and together you may come up with a sponsorship opportunity that no-one else has done.

Take advantage of as many promotional opportunities as possible - but make sure they fit within your overall marketing objectives and within your budget.