Before the event
Set Objectives - understand exactly what you want to achieve, such as increasing market share or introducing new products or services. Then set specific and realistic objectives
Market Research – find out about the host country’s culture, economy and business environment to avoid mistakes, delays or communication issues
Budget – use rough estimates or figures from the last trade show you attended for exhibition and stand costs, marketing, accommodation and meals, travel and insurance
Planning your Stand – make your exhibit stand out from the others. Create an eye catching, open and welcoming stand with a focal point and strong key message
Booking space only and using a modular, stand design can be cost efficient. These stands are easy to transport, put up and take down and are versatile.
Know the stand specifications: size, flooring, lighting, traffic flow of show visitors and furniture requirements
Identify the materials needed for design and construction and potential suppliers.
Promotion – pre-exhibition promotion and publicity is crucial to generate interest and differentiate your company and products. Plan early – deadlines for pre-event promotional materials can be two months before the event
Exhibition briefing – thoroughly brief all staff on what they are required to sell and communicate
Cultural considerations – do not underestimate their importance. Colours and symbols have both good and bad connotations in different countries and should be used appropriately
During the event
Arrival – ensure staff arrive with plenty of time to recovery from jet lag, set up the stand and address last minute issues
Day-to-day activities – observe competitors, take photos, have daily meetings
Visitors – learn to recognise different types of visitors and limit the time spent with prospects. Gather leads but save the selling for after the event
After the event
Lead follow-up – follow up all leads within a week, make personal contact with prospects after two weeks and ensure continuous follow-up
Analysis – prepare a final report measuring achievements against objectives, effectiveness and performance, costs and sales, and recommendations on future attendance
