How should you start planning an exhibition to align with your goals in the best possible way?
The first thing you need to do is clearly define those goals. Depending on the type of exhibition you are trying to organize, here are some examples of different exhibitions:
- Art exhibition
- Trade / Industrial exhibition
- Cultural exhibition
Once you have defined your goals, refer to them at every stage of the planning process. This will allow you to review each decision against your overall goals, helping you streamline the planning process and ensure your plans do not go off track.
Budget Calculation and Profit Criterion
As with any major event, exhibition planning is limited by the budget, and the success of your exhibition depends on how you use the available funds.
Key Items That Consume the Budget:
Venue
Choose the venue for your exhibition carefully. This space not only determines the number of guests who can attend, but you may also want to consider the impression the venue enhances - is it worth hosting in a large venue to create a more glamorous feel? Or would a less luxurious venue be suitable?
Marketing
You need to allocate a good portion of your budget to spreading the word about the exhibition. It is important to consider the difference in approach when marketing to attendees and exhibitors. Attendees must be convinced that the exhibition will provide them with something, and exhibitors will need to be persuaded that attendees will want to buy from them. Communicating these two messages is vital to the success of the entire exhibition.
Special Guests
Depending on the type of exhibition, you may want to invite an industry leader to give a talk or seminar. Case studies and insights from industry leaders provide great talking points, and this will not only provide a more intimate experience for attendees but also give you an edge when marketing the event.
Staff and Hospitality
Allow for some budget for general hospitality staff and logistics throughout the event period.
Logistics
As with any event, logistics are a key component of planning. Simple things like ensuring the exhibition venue has nearby parking, accommodation, and travel links are vital to success. With an exhibition, you will also need to think about:
- Setting up and dismantling booths
- Exhibitor arrival and departure times
- Where equipment is needed and when
- Organizing ropes and giveaways
- Organizing networking events
- General time management
Generating Profit from Exhibitions
Exhibitions can be a great way to generate profits, especially if the content provided to attendees is of high quality. Similarly, high-quality content attracts high-quality attendees - both sides must meet in the middle to create a successful exhibition. People will pay for the privilege of attending an event that revolves around a topic relevant to them. Likewise, people will pay to showcase their products to a number of qualified potential customers. Both parties need a reason to attend!
Securing Sponsors
One method people choose is to allow attendees free access and invest sponsors in the event. Potential sponsors tend to be relevant companies or authorities that, in return for sponsorship, receive a rich pool of qualified potential customers to whom they can heavily advertise. Their brand will be repeatedly promoted to audiences.
Selling Exhibition Spaces
Selling your exhibition space works in a similar way to securing sponsorship. Instead of overall display, you allow a company space to advertise its offerings to attendees at the exhibition. Again, you can classify these costs depending on the location of the space, its size, the duration they want to use it for, and any extras they may require.
Social Media
Create a combined marketing strategy to target your audience from different angles to create as much awareness of your event as possible. It is also essential to speak to both audiences separately to ensure they receive relevant messages.
Get Guests to Attend Your Exhibition
Since you know the demographics of your target audience, focus your marketing efforts in the places where they typically spend their time. Review the list of marketing channels above and find the best ways to target your audience. This will ensure your budget captures qualified traffic.
For example, if your exhibition focuses on business and industry, advertise on relevant and well-known websites within the industry. If it is an art or fashion exhibition, target local art groups or institutions.