Exhibitor Workshops
To help with pre-event promotional work and on the day effectiveness, Venturefest Yorkshire held two briefing days for all exhibitors. These were designed to ensure exhibitors and delegates get the best from the event.
The Ten Tips for Effective Exhibiting
Tip 1 - Plan ahead. It makes everyone’s life easier. Get as much done as you can as early as you can. Allocate responsibilities and key tasks, and set deadlines.
Tip 2 - Do your budgets: It doesn’t stop at the stand cost. Consider promotion, staff extras, sponsorship, stand promotional item costs and advertising. This way, no-one gets any nasty post event surprises as part of the costs allocated to the exhibition stand.
Tip 3 - Staff: The success of the show can be determined by the skills of the people on the stand. If you do not do any sort of formal training, at least meet well in advance to plan “how”, “what” and “who”. Treat Venturefest Yorkshire as a major pitch that is going to last 12 hours.
Tip 4 – Publicity and Promotion: Your pre-event sales and marketing activities will aid the success of the show. What you do not want is: “I didn’t know you’d be here” from your actual or prospective customers. What you do want is: “Great to see you – the stand looks really good!”.
So:
- Think about visitor promotion, mailings and adverts. What would entice them to give up some of their time to come to Venturefest Yorkshire to see you (they might be coming anyway - but to see someone or something else).
- Invite the people you want to meet there. Contact all your prospects, lapsed clients and minor prospects.
- Give them a good reason to seek you out – you might want to invite them to the breakfast Workshop or the Dinner, or use the time for that often postponed meeting.
- If you’ve got a good PR Story – let us know and we’ll put the Venturefest Yorkshire PR agency on the case.
Tip 5 - Space requirements: Know how much space is available and plan the best and most eye-catching stand possible. Talk to the experts - your own people or those that are here today.
Tip 6 - Services: Consider the resources and services you need to create the most effective presence on the day. Do you need a plasma screen, different chairs (like bar stools), a different colour table cloth (white is the standard issue), extra electricity etc?
Tip 7 - Visitor statistics: Know your audience to ensure you get the best possible return on your investment. You can get the visitor stats from 2007 from us.
Tip 8 - Graphics on the stand: It is important you have an objective assessment of your attraction as a brand and product. If you need advice, there are a number of marketing companies that can assist within the York Professionals. (visit www.york-professionals.co.uk)
Tip 9 – Know how to measure your success: You’ll want to see tangible return but often there is a grey area between converted leads and raising your profile through your presence. Set your targets “We want to find three new clients from today” and measure your performance against these, even if you’re new to Venturefest Yorkshire. Without a base line, you’ve got nothing on which to make a decision on any future involvement at this or other shows.
Tip 10 - Follow up leads – ruthlessly: The work doesn’t stop after the show. Follow up all potential leads. Talk on the stand is cheap – but action afterwards means something. Before the show takes place, agree an action plan of how to capture leads, who will follow up them up, and when.
SUMMARY
For effective exhibiting, combine a great looking stand with trained and motivated staff that can approach potential customers, engage them in conversation about the products on display, secure their custom and follow up the lead.
- Make your stand look attractive.
- Make sure your staff are up it – motivated and trained.
- Plan and understand how to engage with your potential customers.
- Follow up every lead.