Hosting an exhibition is a great way to get people interested in your business. It is an 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 provide many business prospects all in one place, and are the most ideal conditions for meeting existing clients and potential customers. 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 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. If you are preparing for an event this year, take note of some industry tips.

ESTABLISH THE BUDGET FOR YOUR EXHIBITION

You should 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.

Make sure the event you’re exhibiting at attracts companies that lead the market, and 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 a look out for them on leading websites and trade magazines.

CHOOSING THE RIGHT EXHIBITION STAND

Determine where your exhibition stand will be placed. A stand that has open sides is 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. You may need someone to professionally assemble your stand to make sure it complies with health and safety guidelines at your venue.

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. There are professionals who can help you with this - from colour schemes to different shapes and sizes. You don’t want to make it too overwhelming. It has to convey your business message, but also have room for intrigue so visitors take an interest and ask questions.

CONVEYING YOUR BUSINESS MESSAGE

You need to establish what business message you want to get across to potential clients and your stand will play a big part in this. Eye-catching banners will make your exhibition distinctive from the rest and make it more inviting to attendees. If you extend your designs to features such as representatives’ uniforms, stationary 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.