2 weeks ago, we moved next door. Not just any old next door you understand – to a new smart building controlled by your pass, with hot desks, lockers, quiet rooms, interactive whiteboards and a top floor with a piano, a café (food bought with your pass of course) and stupendous views over London.
Day One 11am, email from my boss: “You look a bit stressed. Are you OK?”
Last week I went from being a long term exhibitor at Safety and Health Expo to running the show as Event Director.
Eeee how times have changed! Long gone are the days when you could rock up at an event with a spot of shell scheme, a laptop and a few brochures and the visitors would come to you. With the seniority of visitors to shows on the rise all the time (more junior sometimes aren’t allowed out of the office in these squeezed times) they come with a set intention in mind and sometimes with a shopping list….
Over the years, we learnt this at Barbour EHS and I was delighted to see that in spite of having possibly the worst position in the show (right at the back in the corner), they had a record breaking year for demos and even made 9 sales on the stand – unheard of when I started out.
I know some of our exhibitors know this, but here are the rules for maximising on your investment in an exhibition
- yes chose your space well, but if you follow all the other rules, it doesn’t matter where you are on the floorplan!
- Start planning 5-6 months out
- Chose a gimmick of some sort which will attract people on your stand. The key is to find some relationship between what you do and what the gimmick is. One year Barbour, as the fount of all health and safety knowledge, ran a master mind challenge
- If you want to be perceived as a thought leader, approach the organiser about running content
- Use ALL the opportunities for PR and marketing the organiser sends your way.
- Invite people using your personalised banners showing your stand number… BUT more than this … and please listen up here… BOOK APPOINTMENTS ON YOUR STAND!!! Only 50% of them will turn up, but you will have quality conversations. That’s how Barbour made those sales!
- Train your stand personnel in what your objectives for the show are and how to “be” on the stand. This is critical.
- Follow up straight away.
If you need additional support, we can recommend
http://www.mconieagency.com/ specialise in health and safety PR
http://www.findnewbusiness.co.uk/ specialise in appointment making H&S and facilities
https://www.linkedin.com/pub/simon-naudi/2/527/652 exhibitor training for stand staff
http://www.facetime.org.uk/ training in getting the best from events