Exhibition Planning for Ecobuild
Ecobuild is the UK’s leading exhibition and conference for construction, design and energy in the sustainable built environment. It is also great to see that the organisers are putting sustainability firmly at the forefront of the agenda again next year.
Whether you are exhibiting at Ecobuild for the first time, or if you a veteran exhibitor, it is always a good idea to look at your approach and refine it, so that you can maximise your stand’s impact at the next show.
Here we cover some of the initial steps you will want to cover when booking a stand at Ecobuild.
What are your overall marketing objectives? What do you need to do to achieve your goals? Look at what you want to achieve from exhibiting at Ecobuild and how you will achieve it. Your marketing goals could be:
- You have a new product to launch and want to showcase this to your customers.
- You want to drive more sales for your business and meet your customers.
- You may have a new brand design and want to make people aware of it.
Pick the perfect exhibition space
Ecobuild is an extremely popular show, so you will want to book your space early. Head to the website now to book your space http://www.ecobuild.co.uk
- If this is your first time at the show, check to see which of your competitors exhibited at Ecobuild last year, and have rebooked this year. This could indicate the importance of attending. Also look at the list of building and construction shows on ConstructUK.
- Make sure you are positioned in the correct area of the show; the organisers can help you with this.
- Think about your budget. Speak to your stand designer as they will be able to tell you an estimated cost for your stand. Once you have a budget and a potential stand size in mind, see where to position your stand:
- Corner plots – These are always good as the stand is always visible and you can see potential visitors.
- Close to a café /organisers stand – This is often where people congregate and you can use this opportunity to draw people to your stand.
- Near your competitors – This might sound crazy (all estate agents are always close together!), but if you have a new product to launch, this could be a successful move.
- Think about how many staff you will put on the stand. One open side with four staff could be too much and two staff on a stand with four open sides would not be enough.
Create a sustainable stand
- With the emphasis on sustainability, it is key to think about this from the outset.
- Exhibiting a new or existing sustainable product is important.
- Simply explain the product’s sustainable credentials.
- Join forces with an outside company whose ethos is around sustainability; they can provide parts of your stand build.
- Use your products to build your stand.
- Reuse parts of previous stands.
- Make most, or all, of your stand re-usable
Choosing your exhibition designer
It is really important to work with a company that you feel comfortable with, who want you to achieve marketing success, and who will communicate with you throughout the whole process. When making your decision, you will want to research potential designers to work with. Once you have narrowed it down:
- Ask to see their previous projects.
- Look at their testimonials or recommendations on LinkedIn.
- Meet with the company so that you get a feel for how they work.
Staffing – The face of your brand
The staff on your stand should be enthusiastic about your brand and products and they should be 100% motivated to achieve the exhibition goals. Here are a few areas to think about in the planning phase:
- Your most client-facing members of staff will often be the best people for the job.
- Have clear goals for the show and communicate them clearly.
- Break down your goals so that they are achievable.
- Clearly define roles for the staff on the day as this will help everything to run smoothly.
- You could provide training for your staff so they excel at the show. Take a look at FaceTime who provide masterclasses in maximising your potential at exhibitions.
Tell your customers
The principles of exhibition marketing are to use the months leading up to the show to invite your customers and inform prospective customers of your intent to exhibit. Don’t forget, if you are planning a product launch, or a development that all existing clients should see, then use this to create interest and a buzz about your stand and to entice people to come and visit.
- Blog about the show – don’t forget to add links of how they can obtain tickets.
- Send an announcement in your newsletter about your intentions to exhibit.
- Use your LinkedIn company page to keep people updated about the show.
- Use other forms of social media to communicate to your audience.
- Add the details of the show in your email signature.
- Tell people – the one thing that is always forgotten! When seeing your clients, ask them if they would like to attend.
Of course, your initial planning does not finish here. You need to look at what needs to be done after the show – to find out more please read this post “Exhibition Essential Follow Ups”
Holdsworth Designs have worked with many clients over the years at Ecobuild. We are specialists in exhibition design, exhibition manufacture, exhibition installation and graphics printing. Please visit our website to find out more http://www.holdsworthdesigns.co.uk/
2017 was a huge success for our clients at Ecobuild, one of our clients MEDITE SMARTPLY were awarded the most sustainable stand over 60m2 at Ecobuild 2017. Please read more about this and our other two clients, CFA and GreenBlue Urban, here.