Read: Secrets of Successful Exhibition Planning

Secrets of Successful Exhibition Planning

The key to success is meticulous planning for your exhibition or event and leaving an unforgettable impression on your exhibition visitors. You also need to create a detailed plan for all your exhibition activities. Trade shows also give you a great opportunity to interact with your audience face-to-face and build lasting, stronger business relationships.

Here are some useful tips for planning exhibitions that will help your company stand out and succeed in every exhibition:

• Review budgets versus actual expenses

Look at your company's financial records from the previous year. To be able to determine the actual expenses for each event you attended during the past year, review this spending against what you allocated in your marketing budgets so you can:

1. Verify the accuracy of the return on investment for each event
2. Review what you spent to identify shortcomings
3. See where money is being spent and come up with a plan on the best ways to save money or increase value for your event marketing
4. Additionally, you will be able to determine if your future budgets are accurate and sufficient.

 

• Create an event schedule

Write down a list of events you intend to participate in. Include information about each event such as:

1. Event name, date, and location
2. Event size and direction
3. Event budget
4. Event objectives

 

Once you have identified the exhibitions you wish to attend, make sure you know how each one contributes to your goals. Choose an exhibition that addresses your target audience and helps achieve your objectives. To ensure the show you've chosen attracts the right type of attendees, ask the organizers about attendee demographics, previous participants, attendance figures, and presented statistics.
- Here are some factors to consider when choosing your next exhibition

• Create a brief

Your brief should include all the necessary information to ensure your goals are achieved, including:

1. Key messages
2. Promotional offers to be used pre-show, at-show, and post-show
3. Key metrics for ROI or event success
4. Required look for your displays
5. Space for meetings/hospitality
6. Audiovisual integration
7. Product display method

Now you have a clear brief in mind for what you want your booth to achieve. It's time to book your space. If you want to be in a prime location with high traffic, you should register early, at least six months before the show starts! Determine the space that fits your needs and budget at the show - this will determine your exhibition's success and have a significant impact on ROI.
Tip: Being in the middle of an exhibition hall isn't always the best. These areas can become regularly crowded and distracting. The same goes for spaces at the entrance. These areas tend to be less active, as many attendees walk through them without looking around, wanting to get to the main point of the show. Corner spaces can be a good option due to their open area. Position yourself near a restaurant or café, or choose locations smartly to attract visitors.

• Get to know the exhibitors

Once your space at an event is confirmed, make your success more likely by asking the organizer for a list of approved exhibitors (most exhibitions make them available online) and check out your competitors. Find out as much as you can about them. What products are they displaying? Are they planning any interesting marketing activities during the show? Are they using interactive technology? Use this information to enhance your exhibition strategy.

• Use different marketing methods

Your next step is to develop a marketing plan before, during, and after the show. Use a multi-channel approach to ensure everyone knows you are attending an exhibition and where they can find you. Did you know that most visitors decide which booths to visit before the event starts?

With thousands of exhibitions held around the world, it's important to choose the right exhibition. Do your homework and find out as much information as possible about the shows you're interested in. Exhibitions are a great marketing tool, especially for increasing brand awareness, launching new products, and growing your customer base. But not every one will be suitable for your company. To achieve a good return on investment, think about and identify the shows you believe best fit your business.