Exhibitions and trade shows are a very important marketing media in the printwear and promotions industry, says Prestige. They are the perfect way to generate sales leads, create awareness and strengthen the brand all in one go, yet are seen as non-intrusive marketing, as visitors choose to attend and can therefore choose whether they want to meet with your or not.

“Customers like to meet the people behind the company and put faces to names, and are usually interested in long-term business, which depends on initiating and developing relationships – trade shows are ideal for this,” it says.

Exhibitors, meanwhile, can carry out real time market research and have the opportunity to sell to a captive audience face to face, meet with existing customers and ensure they are happy with the service you provide.

Stands should create an impact, adds Prestige (see above picture), carry corporate colours and allow space for people to meet and hold discussions, while exhibitors should prepare in advance and set realistic objectives. “Ensure all the staff manning the stand have clear targets and that all key staff are present. Breaks should be coordinated so that the stand is properly manned at all times,” it advises.

It also suggests giving all exhibition literature a reference number for recipients to quote on future orders. “This enables you to identify leads generated at each specific exhibition.”

For the stand itself Henbury advises using an innovative and dynamic stand builder and keeping an eye on the trends as fashion can also effect stand designs. “Go for something eye-catching and different to your competitors,” says Henbury. “Don’t show too much product as this can put people off. And remember, you can never go too high!”

Whether you are an exhibitor or you are supplying branded products for a customer’s stand, an exhibition bag should be included in your budget, advises Westford Mill.

“Every visitor to a trade exhibition is inundated with product literature – catalogues, spec sheets, price guides and so on. Giving visitors to your stand a custom-designed exhibition bag provides them with a convenient and comfortable means of carrying these materials around the show, which generates immediate goodwill towards your company or brand,” explains Westford Mill’s Alexis Molyneux .

“Moreover, embellishing the bag with a corporate logo and/or a promotional message transforms each visitor into a walking advertisement for your business. Most importantly, by supplying a welldesigned, well-made product, you will encourage the recipient to re-use the bag at future events, maximising the return on your investment.”

Indeed, budgeting is crucial to making the most of trade shows, as Continental Clothing’s Philip Charles explains: “Planning for and exhibiting at trade shows can be an expensive and time consuming venture and a great deal can go wrong.”

Continental needed a flexible solution to its 2007 exhibition stand design, as it needed to be rebuilt in multiple locations in different parts of the world, with different sized floor spaces.

Charles designed the stand himself and worked with Alto Exhibitions in bringing the designs to life. “Most exhibitors will only show once or twice a year, so it is imperative that you get it right first time,” says Andy McIntosh of Alto Exhibitions. “Our philosophy is, listen to what the clients’ needs are and then guide them to the best solution.

“Phil and Mariusz were pretty specific about what they were looking for. They already had a list of shows they were looking to attend, plus all the stand space sizes and hall plans. This information simplified the design process several fold.”

“The relatively new Disability Discrimination Act has also had an impact on how a stand is designed and built,” adds McIntosh. “Health and safety is also a major factor to consider within the time constraints we now have to consider.”

Kiesewetter Die Markenagentur, which designed Gustav Daiber’s stand, says the booth must be eye-catching, creative and above all open, to attract visitors. And all follow up work should be done within two weeks of the end of the show.

ALTO EXHIBITONS’ DO’S AND DON’TS

DO…

Do your research

Budget properly, work out stand space cost. Make sure you still have enough left in your budget to design and build a stand.

Remember you still have to staff the stand, pay on site services, electrics, water etc., pay for staff hotels and taxis – the list is endless.

Spend time with your stand designer and discuss what stand will work best for you – open, enclosed, eye-catching, tall? Discussing these issues at an early stage reduces the need for redesigning and the cost of doing so.

Plan your show. Who is going to man the stand, what literature do you require, are you serving food and drink, are you going to use giveaways? Liaise with your contractor.

If you want something transported for you, check when the transport is leaving. Using a courier to get two boxes of brochures to site becomes very expensive and a headache to organise later, so plan ahead.

Have a staff dress code – it helps customers identify who you are. Also, have plenty of business cards with you. You will be surprised at how many are given away.

DON’T…

Assume other people have taken care of something. Make a list of who is taking care of what and always double check with each other. If you are exhibiting abroad, you are a long way from home to discover at the last minute that nobody has ordered the brochures.

Treat the show as a staff ‘jolly’. You have just spent a lot of time and money on your stand and this is your opportunity to meet your future/existing customers and to secure orders.

Use untrained staff, who do not know the product and stand around all day looking bored. This is hardly going to entice new customers onto the stand.

EXHIBITION KNOW HOW FROM BLUE MAX STAG

• Plan in a timely and organised way. Trade shows can be an expensive waste of money, time and resource if pulled together at the last minute
• Plan your budget. Costs can easily escalate if you don’t factor in all the potential expenses at the beginning. These include physical shipping to the site, assembly of the stand, accommodation and stand building
• Keep it simple and ensure high visibility branding
• Design the stand so that visitors can move around easily, without feeling crowded
• Make sure there is a focal point on the stand that communicates your key message to customers and prospects
• Create some kind of on-stand activity at intervals. This will help draw attention and attract visitors
• Use lighting and colour to your advantage. Bright, rich colours presented in high contrast will attract attention
• If you’ve never exhibited at a particular exhibition before, communicate with the organisers to gain insight into how the exhibition works, and pay attention to time lines and deadlines
• Market your stand. The exhibition hosts will get visitors through the door but it’s up to you to then get them onto your stand, so:
• Prior to the show send personal invitation letters to customers, prospects and registration lists if available (the show organisers may be able to help with this). Include the show details or flier with your stand location and something about what you will be doing
• Advertise and issue press releases in advance, through the trade press and any pre trade show publications
• Capitalise on any PR opportunities – liase with the press office to find out which press are visiting the show and try and entice them to visit your stand
• When on the stand make sure there is a sales lead recording system that can be quickly and easily followed up immediately after the event
• Watch your body language. Don’t stand with arms folded across your chest or in such a way that you’re a barrier to booth visibility or entry. Be open, friendly, interested and nonintimidating. Don’t eat, drink, sit down, read the paper, or talk on your mobile on the stand
• Always tailor your conversation with a visitor to their needs. Use samples and props to explain in more detail

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