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Exhibition survival 101

Whether you’re an exhibition first-timer, or a seasoned pro, exhibition season can send anyone into cold sweats with all the work involved. However, there’s help at hand courtesy of our timeline breakdown to make you an exhibition extraordinaire.

 

Before the exhibition….

1. Do your research

It’s important to know exactly what you’ve signed up to. It may sound obvious but understanding the size of the exhibition, its target audience, how it will run, and where you’ll be located, as well as knowing what sort of stand you’ll have. This will help you prepare everything you need to be exhibition ready, and aim to have this knowledge two weeks prior to exhibiting.

 

2. Curate your collection

What is your aim at this exhibition? Think about what you want to get out of it, and then you’ll know what you need to be showing off, whether it’s a new product or service, getting your brand out there or selling products on show. There’s only a finite amount of room on exhibition stands, so work out how different assets complement each other. For example, if you’re a wedding venue you may not have room for a full seating set up but you can arrange a simple wedding breakfast for one on a plinth or have a centerpiece on show. It’s also a good idea to have an inventory so you know you have enough samples and plenty of stock.

 

3. Prepare your print

You’re going to want to display your most recent offerings, so tactile takeaway print is a must for prospective customers to get up close and personal with your business. Again, make sure you have enough print to last you the entire exhibition, there’s nothing worse than getting stingy and missing out on giving marketing collateral to passers-by.  

Consider print that will make you stand out, using luxury finishes such as White Ink, Foiling, Laser Cutting and Perforation. There will be plenty of competitors exhibiting too, so twists on classic print, such as a different size Saddle Stitched Brochures, unusually Folded Leaflets, Square Business Cards and Mini Cards will help differentiate you from the rest of the pack.

 

4. Dress to impress

Express your creativity by making your exhibition space something that really reflects your brand and personal style. This could be anything from displaying your Leaflets & Flyers in a funky stand to bringing in retro furniture rather than the standard venue bits.

As we mentioned earlier, during your research you should have found out a bit about your exhibition space. It would be extra beneficial to scope out the venue beforehand and obtain measurements of your allocated area. We’d then recommend having a trial run at home to see what can and can’t be done, as well as what essentials such as glue, scissors, pins, pens etc. you won’t want to forget!

Using signage is an absolute must at any exhibition. Display Boards are great for showing off your brand, Banner Stands are perfect for creating a bigger presence and can be moved around to creat different looks. Use Flags to really bring your space to life, while Posters and Self-Adhesive Vinyl prints make statements as a floor to wall design.

 

5. Shout about it

Get the word out on social media a week or two before heading off to your show. Anyone interested in your business will then know where you are. You can even organise competitions and promote them on Facebook, Twitter and Instagram to drive people to your stand on the day. Exhibitions themselves are sometimes good at reposting on social media, which can help you if you need a bigger reach.

 

During… 

1. Smile

So your face might hurt after a couple of hours or so, but it’s well worth the trouble. Not everyone is a natural sales person, and if the thought of engaging with total strangers turns you into a shrinking violet, you’re not alone! Keep your body language open and friendly, and a simple smile and a little eye contact will make it easier for you and the attendees; they might be a bit nervous too! Don’t be afraid to step outside of your space and greet people in walkways with samples to bring them over.

 

2. Be personal

Anecdotes about jobs you’ve done, ideas you’re passionate about and experiences you’ve had – these all help when networking with potential customers or even business partners, because they make you memorable. Ask questions so you can bond over mutual interests.

 

3. Handouts

You want people to experience the quality of your business first-hand, so make sure your handouts are top notch. We offer a number of luxury paper stocks, and giving out extras such as bags and freebie sweetie treats to lure people into a conversation is a tasty tactic. Pop some Stickers on items like this to takeaway and hey presto these prospects are now walking billboards too.

 

After…

1. Follow up leads

Most sales are going to come in the aftermath of the exhibition, so have a plan of attack! Don’t be afraid to follow up potential contacts, leave it a day or two, then shoot out some short, friendly emails to remind them of you.  If you can remember something specific you discussed, even better. Talking about something that involves or interests them will hopefully get the dialogue going.

 

2. Blog and promotion

They’ll be probably quite a bit going on online about the event or exhibition, so jumping on the bandwagon with your own blog will help drive traffic to your website. It’s also a nice way to promote your involvement in the exhibition, and the organisers might reciprocate with reposting your efforts.  

 

3. Review

What did you learn about your exhibition experience? Is there anything you’d do differently next time or was there something another exhibitor did that you’d love to try? Jot down a few notes so you remember these thoughts for next time, as well as look at similar events and if asked, pass on feedback to the organisers so they can improve on the experience if you decide to return.

 

We hope that our hints and tips have given you a bit more confidence about your next exhibition. Remember you can shop our Exhibition Collection, which features all the print products you’ll need for trade shows: www.printed.com/products/1004/exhibition-collection.

If you have any pearls of wisdom yourself let us know by commenting below!

Comments

Jack
13 Sep 2017 19:49
I agree - research always pays off! This is a great check list for anyone planning to exhibit.

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