Member Article

How to get the most out of exhibiting

Drawing on more than 40 years of experience, Richard Manby of Joe Manby Limited, one of the UK’s largest independent events service providers, advises on how to get the best out of your presence at exhibitions. The company offers a range of event services to events throughout the UK and currently works on over 75 events across the UK. To insure you get the best value in both time and money from exhibiting, it is worth putting in the preparatory work. Even in an age of digital communications with so much information readily available on the internet, people will always want to meet face-to-face. Exhibitions are one of the most powerful, versatile and cost-effective marketing communication tools available and the right planning can make all the difference.

1. Consider your objectives:

• What are your reasons for exhibiting and what do you want to achieve? • Who are your target audience and what are your key selling points?

2. Work out your budget – don’t forget to include travel, accommodation and living expenses

3. Plan well in advance - ensure you meet deadline dates to take advantage of early booking discounts etc.

4. Take advice from the official contractor, ensure you order the right socket outlets (these are rated and you need to ensure you order the correctly rated socket for your equipment)

5. Think about how to optimise your stand’s impact through effective use of graphics, logos, colour themes and lighting - dare to be different!

6. Ensure your stand looks inviting, don’t overcrowd it - give your customer space to converse and feel comfortable. Storage (for marketing materials, product and even bags and jackets) is very important and can be overlooked

7. Confirm all arrangements and double check you’re booking are correct and is actually what you need. Remember to complete your risk assessment and method statement.

8. Make the most of pre-show and show press office PR and advertising opportunities – use traditional, online and social media - tell people what you’ll be doing at the show and why it will be worth their while to visit you 9. Ensure all stand staff are properly briefed, motivated and ready to go

10. Follow up all leads quickly after the show before the trail goes cold

For further information, visit: www.joemanby.co.uk.

This was posted in Bdaily's Members' News section by Cicada Communications .