Unlock the power of face-to-face marketing
Face-to-face marketing is incredibly powerful and nowhere
is it more unique than in the exhibition environment. Where else do you see gathered
together buyers, suppliers,
consultants, the press, the trade, purchase decision-makers and
influencers than on the floor of an exhibition hall? And why– because exhibitions are a platform
for launching new products, generating leads, building brand awareness, generate
media coverage and retaining existing customers.
Successful exhibition marketing takes more than just a great looking graphic pinned
to the wall of a shell scheme, a
portable display stand
or a beautiful
exhibition stand.
It involves strategic thinking,
planning,
promotion,
stand staff training
and
measurement.
Marketingesp can help you understand the importance and uniqueness of exhibiting
as a marketing tool and help you implement a successful exhibiting marketing programme.
A great looking exhibition stand or portable display stand is only part of the formula
to a successful exhibition. Understanding your exhibition objectives and having
your exhibition stand staff understand how to interact with visitors and reach your
show objectives is just as important.
Marketingesp can teach your exhibition stand staff how to man the stand, interact
with visitors, prepare themselves for the experience and measure the return on investment.
The first thing to know about exhibition marketing is that exhibiting is hard work.
Not a surprise when compared to the potential rewards. Exhibition marketing is not
about making it easier, more about exhibiting better and more effectively. 76% of
exhibition visitors arrive at a show with a fixed agenda, exhibition visitors have
taken the time and trouble to attend the show – and therefore, exhibition visitors
are serious prospects!
Ten easy steps to exhibition success:
- Set exhibition objectives – understand why you want to attend and
what you hope to achieve before you book your space and design your exhibition stand.
Your exhibition objectives should be part of your overall sales and marketing strategy
- Choose your exhibition(s) – base your selection on achieving your
objectives, talk to the organisers and past exhibitors. Don’t choose an exhibition
just because your competitors are there
- Write an exhibition plan – this is your timeline document that
outlines all the elements of getting you to the show successfully and includes a
budget
- Design your stand – shell scheme or space only, portable display
stand, modular exhibition stand, custom built exhibition stand, purchase or hire.
Choose your solution carefully in line with your objectives and budget. Think about
how you can make use of the equipment after the show
- Exhibition stand graphics – don’t leave this to the last minute.
Your exhibition stand graphics are an integral part of your stand design
- Organise your show logistics – there are deadlines for everything
– don’t miss them as surcharges usually apply
- Promote your presence – it is the organiser’s responsibility to
get the visitors to the show; it is your responsibility to get the visitors to your
stand
- Capturing visitor information – decide in advance what information
you want to capture and how you will record it. Scraps of paper are no good for
recording sales leads
- Train your staff – your staff are your company ambassadors – set
them objectives, make sure they understand why you are exhibiting and what you expect
of them
- Measure your results – there is no point in exhibiting if you don’t
measure your return on investment. Whatever objectives you set up front should be
achievable and measurable. How else can you determine the success of your exhibition
programme and make judgements about future exhibiting
Marketingesp are experts in exhibition marketing. This is our speciality. We
can help you with some of it, most of it or all of it. If you do not have in-house
the resources or expertise to guarantee a successful exhibition, let Marketingesp
do it for you.
For a free, no-obligation meeting to discuss how Marketingesp can help with your
exhibition marketing programme, call us on 05600 473060 or
email.
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planning your exhibition
Planning your participation at an exhibition is about knowing what you want to achieve,
the purpose for exhibiting within your overall marketing strategy and organising
your exhibition logistics.
promoting your presence
Tell the world your exhibiting - if you don't no-one else will!
train your exhibition staff
Communication with exhibition visitors starts 20 feet from your exhibition stand.
You have 3-5 seconds to grap their attention. Your exhibition stand staff are crucial
to your exhibition success.
display stands
A range of portable exhibition display stands including banner stands, portable
panel displays, fabric display stands, point of sale displays and outdoor displays.
exhibition stands
Create great looking exhibition stands to make you stand out from the crowd.
Graphic Design and creation services
For exhibition stands, point of sale displays, banner stands, portable displays,
reception areas and more.
event management
Powerful and memorable
top ten tips
for successful events.
FREE Stuff
Loads of really useful exhibiting tips and advice FREE.
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