How to make your first exhibition a success

Hosting an exhibition is a great way to get people interested in your business. It is a unique opportunity for people to meet you, ask questions they would not otherwise approach you with and learn new things about your services on a face-to-face basis.

Exhibitions pull many business prospects together in one place, and also provide ideal conditions for meeting existing clients and potential customers. Visitors will have gone to the effort and expense to be there so you’ll have a volume of prospects all in one place. From a market research perspective, exhibitions also give you the unique opportunity to get information about your clients, the potential to generate new ideas and gain feedback from your target audience.

Organisation and preparation of your first exhibition can make it an effective marketing tool and is the best way to get the most out of an audience who has come to visit your stand and explore your services. Take note of some industry tips if you are preparing for an event this year.

Establish and stick to your budget

As with organising anything, it is best to work within the budget you have established, having considered the cost of your exhibition space, any electrical or water costs, the design of your stand, promotional stationery (leaflets, badges, pencils), and staffing expenses, such as accommodation, lunches and travel.

By making sure the event you’re exhibiting at attracts companies that lead the market, you’ll have the best possible chance to get yourself out there as well as take note of your competition. To ensure you are exhibiting at the right event for your company see how many years the event has been running for and how well established it is. Good events are the ones that are well advertised so keep an eye open for them on trade magazines and leading websites.

Choose the right props

Your stand is probably the most important prop you’ll have as it is a bit like a shop window for your company. A good one will reflect your objectives so visitors know what you’re about from a glance and can be encouraged to find out more. The first tip is to determine where your stand is placed. One that has open sides tend to be much more inviting to attendees, so a corner stand for instance is a good spot. Consider height restrictions and pillars when determining your stand by visiting the venue in advance or at least enquiring with event organisers if they haven’t already provided you with literature.

If it is a product you’re promoting, having a prototype or sample at the exhibition is a good way to gain interest, especially if visitors are able to play around with the product with the assistance of a representative. This is where you can also get creative with the visual merchandising of your stand.

The design of your stand is important – from colour scheme to the shape and size, but something that isn’t too overwhelming. You want to get the right balance: to convey your business message, but also have room for intrigue so visitors take an interest and ask questions.

Conveying your business message

Eye catching banners will make your exhibition distinctive from the rest and make it more inviting for attendees. If you extend your designs to features such as representatives’ uniforms, stationery and literature, it will show consistency and help to project your business’s identity. Pamphlets and even goodie bags provide something potential clients can take away with them and remember.

Your exhibition will be an extension of your business and the service it provides and you want your image to be smooth and polished. Organisation and preparation will not go unnoticed, as it will convey your professionalism and attention to detail. A well prepared exhibition will give your business the extra boost which cannot be achieved with an exhibition that has been thrown together at the last minute.