An exhibit should be a great boost to company awareness in the marketplace and, more importantly, should have a very positive impact on company sales. But if the exhibit is not properly thought out and executed it can be a complete waste of time and money.

The selection process

Make sure you chose the right show. Look at the exhibitor list for the previous year’s event, look at the audience the organisers are seeking to attract and make sure that exhibitors and visitors match your business aims and objectives. And before you book, check the dates carefully to ensure they don’t conflict with any other industry event that would attract visitors away from the show, or that you should really be involved in.

Once you’ve concluded it’s the right show, look carefully at the floorplan. Consider the likely flow of visitors, where any columns, supports, windows, stairs,etc., are as all these can impact on your exhibit. Choose what you consider to be a good spot and then find out who is exhibiting in the surrounding area. Sometimes it pays to be near a competitor, sometimes people prefer not to be close, so get the facts.

Book in plenty of time to get the best available stand and the right size for your exhibit. Once you’ve booked, get to know the show organisers. Ask if there are any sponsorship opportunities that might suit your objectives, or an exhibition award that you should enter. Listen to their advice and ask them for assistance – it’s in their interests too that you have a successful show.

The Stand

Shell scheme or space only? Most organisers offer a shell scheme which gives you stand walls, a floor and usually some basic lighting and furniture. You dress the stand and man it, obviously! (However, I’ve learned through the years that what’s obvious to most people is not so obvious to others!)

Space only is just that; you book your space and place on the floorplan, have a bespoke stand designed, delivered, erected, dressed, dismantled, removed and stored. If you opt for space only, then make sure you read the venue's rules and regulations and pass them to the stand builder before they even start working on the design of your stand.

Ensure that your stand reflects your corporate image, but that it is also user-friendly and approachable for visitors – don’t close it in. Spend a little time planning the logistical side of the stand. A beautifully appointed but dysfunctional stand will not only damage your company’s reputation, it is also likely to result in a disappointing outcome.

With the stand booked, it’s time to think about what exactly you are going to be displaying. If it’s products, then order samples; if you are planning to distribute a flyer or brochure and need to have these specially printed for the show, don’t leave it too late. Timing is critical – start planning print well beforehand and build in a little leeway by giving your printer a deadline of a week in advance of the show. Coordinate your pre-show advertising accordingly and include the exhibition logo, venue and dates.

Add the show logo and your stand details to your website and to correspondance in the run-up to the exhibition. This is a cost-effective way of attracting customers to visit you at the show.

Make the most of PR

Capitalise on the show’s PR activity in a number of ways. PR participation for most exhibitions is free, but requires a little effort. Firstly, provide the show’s PR department with details of your exhibit. Focus on your reason for showing and what activities will take place on your stand (prize draws, special offers etc). Ensure you pas on any additional information or news that becomes available after you have submitted your PR. Contact the relevant trade media to see if you can contribute editorially to a preview.

Brief staff

Before the show, make sure the whole sales and marketing team is aware of your plans to exhibit, whether they will be directly involved or not.Make sure stand staff are well briefed, motivated and that they understand how to approach stand visitors.

When on the stand - discourage staff from eating, drinking, smoking or engaging in animated and protracted conversations with each other – all of which are most off-putting to visitors. Discuss appropriate clothing for the occasion, to ensure that staff wear outfits that complement the stand design and enhance your company image. Avoid grumpy stand-holders by making sure staff are aware they will be standing for long periods and should wear comfortable shoes. Schedule breaks for them so they remain fresh and alert and have the chance to see the rest of the show. And pre-plan your system for recording visitors to the stand and their enquiries and plan follow up action before you set off for the show.

Follow up

A professional and considered follow up to an exhibition is just as important as the planning and taking part. Make sure staff follow up all recorded leads and where you enjoy success, alert the exhibition PR team, who can maximise opportunities for achieving press coverage of this success.

Ian Allchild is chairman of Volume Exhibitions, organisers of the Promotional Marketing Exhibition (Olympia, London, 15 – 17 April 2008).

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