Exhibition planning and Exhibition marketing from marketingesp limited

Set measurable and realistic exhibition objectives
Ask yourself some straightforward questions and use your answers to form your specific exhibition objectives.

Why do I want to exhibit at this show?

What products and/or services will I be exhibiting?

What do I want to accomplish at this show?

What image do I want to project?

How does this exhibition fit into my overall sales and marketing plans?

Your objectives need to be measurable and achievable. Setting ambitious targets is important but you need to be realistic. Keep it simple. You can measure success against each of the reasons above for exhibiting.

Select your exhibition
Selecting which exhibition to attend should be easy if you follow your objectives. However, there are still some fundamental principles to use when making your decision:

Gather as much information as you can about the exhibition

Ask the exhibition organisers for a copy of the previous registration form and an attendee profile. This will tell you who you should meet on the show floor

Ask organisers for the names of confirmed exhibitors – see if your competitors are exhibiting

Ask past exhibitors and attendees what they liked and disliked about the show and whether it met their buying and selling needs

Ask the exhibition organisers how they plan to promote the show, how they will find the target audience and how they will help you get your target audience to your stand

It’s not enough to select an exhibition because the exhibition organiser tells you your competitors will be there or because your sales team believe you should. Select the exhibition because if fulfils your exhibiting objectives contained in your overall sales and marketing plan.

Write an exhibition plan, follow it and stick to its deadlines
Properly planning an exhibition requires you to start at least 6 months ahead of the show, usually longer. Write an exhibition plan that you can circulate to colleagues, stick to the deadlines and delegate responsibilities to key members. Appoint an exhibition co-ordinator.

A written exhibition plan should include:

Exhibition objectives

Timescales

Exhibition budget

Space requirements

Stand design and graphic design criteria

Key message(s) to be projected

The products/services to be exhibited

On-site service requirements and deadlines

Transportation and logistics

Stand staff numbers and training

Pre- and post-show promotional activity

Show evaluation criteria

On-stand data capture

Follow-up procedure for leads

Each part of the exhibition plan works together to create synergy and a formula for success.

Read more about planning for a successful exhibition in our Articles and Tips section.

Exhibition marketing is a specialist area for Marketingesp.
We can help you with all aspects of successful exhibiting – planning, stand design and construction, promotion, stand staff training and measurement. For a free, no-obligation meeting contact us on 05600 473060 or email.