In previous posts we’ve discussed how to select the right exhibition for your business and how to design and build your stand. So now it’s time to think about what you and your staff can do to get the maximum advantage from every aspect of the event.
Before you go:
- You need to decide how many staff will be on the stand. Start by researching the number of visitors that are expected to attend the event. Do a simple calculation – how many people can you speak to in the time available to you? Organise rotas, two hours on the stand and then a half hour break usually works well.
- A pre-show staff briefing means that everyone gets the same information at the same time. You could consider a briefing pack with key event and venue information and contact details – in effect a scaled down version of the event briefing pack issued by the organisers. At the very least you should include where to find the keys to the store and who will be arriving first and leaving last.
- Add an incentive to motivate your staff to achieve your objectives for the event – set up a competition for staff on the stand to focus their attention.
During the event:
- If you have only one objective for the event it should be to get the details of potential leads. Therefore it is vital that you record and classify their details but how you are going to capture and process these details? Do you use a data pen or bar code scanner? Will you input details manually or use a business card reader or pen and paper? Will all the staff working on the stand need a data capture device? See what the organisers are offering then get your marketing team to look into solutions for you.
- Think about the process from scanning a badge through to matching it to your company database. Will the person collecting the lead also be the same as the one who follows it up? You might need to grade your prospects into hot, warm and cold so your sales staff have some sort of priority to work from.
- Technology allows you to process these details quickly but there might be limitations – a light pen may not work so well at an outdoor event if the sun is shining,
- Prizes are a great way to attract visitors so regular give-aways will encourage healthy competition with your fellow exhibitors. You could collect prospects business cards for a daily prize draw.
- Make sure that your staff feel part of the event so that they can go the extra mile for visitors. Don’t let your team hang about on the side lines, after all if a visitor asks for directions then they’ve already started a conversation but they won’t remember the person who says “I’m sorry I don’t know”.
- Encourage everyone to use their down time wisely. Touring the show during breaks means you can be the ‘time-waster’ at other stands and get to see how they operate. You may also find other companies that you can work with and refer to each other.
- Don’t forget to record the event, you may be happy with a few snaps on your mobile but if you want to use the images for future marketing and promotions then use the event’s official photographer.
After you leave:
- Pay attention to how you leave the show and make sure you comply with any conditions specified by the organisers. Decide roles in advance – especially who is bringing back those all the vital contact details you have collected.
Holdsworth Designs are specialists in exhibition design, exhibition manufacture, exhibition installation and graphics printing. Please visit our website to find out more https://holdsworthdesigns.co.uk