THE 3 KEY NUMBERS OF EXHIBITING
Many people think exhibiting should be as simple as 1,2,3, but we think it should be as simple as 3,4,6 and here’s why…
PRE-SHOW: ALWAYS SET 3 CLEAR OBJECTIVES
Exhibiting is a big investment, so it’s essential that every exhibitor gets the balance right when it comes to pre-show prep. Set too many objectives and you run the risk of spreading your team too thin. If you set none, or simply rely on hitting a specific sales number you won’t maximise your time at the show and the ROI is often disappointing.
Considering the below reasons for exhibiting will help you to clearly identify what is most important for YOUR company.
• Launch New Products
• Find New Staff
• Meet Existing Clients
• Market Research
• Get Appointments
• Find New Distributors
• Brand Awareness
• Demonstrate Products
• Make Sales
DURING THE SHOW: YOU HAVE 4 SECONDS TO MAKE AN IMPRESSION
We all know that first impressions count and at exhibitions there is a very small window of time to attract visitors. In fact, visitors will decide if they are going to stop at your booth within 4 seconds, so paying attention to the below is crucial.
PEOPLE:
Make sure your team are alert and ready to ‘sell’. Brief the team on the use of mobile phones during shows. You’re there to see people, so make sure your team limits screen time – checking emails and social media can wait until show close. Remember that visitors want to see potential suppliers as people who are engaged and interested in them.
BOOTH:
The key thing here is having a detailed conversation with your exhibition contractor. They will advise on how best to make the booth work for you in terms of attracting that ideal customer. There are lots of do’s and don’ts when it comes to booth design - we’ve noted key points below:
Graphics: Are they readable and visible across the hall floor?
Lighting: Is critical to the aesthetic of the booth – is the lighting working well for you?
Product Display: It’s tempting to go overboard on product display, but this can often lead to sensory overload for visitors.
AFTER THE SHOW: FOLLOW UP LEADS WITHIN 6 DAYS
Did you know that 81% of leads from tradeshows are never followed up?
It’s critical to prioritise lead follow up when you return from the show - this will be the future marker to examine the success of your exhibiting effort. Two tips are:
- Have a “Back at Office Show Day” The first day back, you should still be focused on the show and following up.
- Ensure your follow up plan/ strategy is decided BEFORE you exhibit, not when you get back!
SUMMARY
Exhibiting can be challenging, but when you focus on your 3 key numbers you are not only less stressed, you are more successful.
