Have a Game Plan
Exhibiting at a trade show or industry event is an investment; to get the best return, it’s crucial to have a comprehensive pre-event strategy. Proper planning and preparation will ensure your company makes a strong impression and capitalises on all the potential opportunities it will provide.
Here are some vital pre-event strategies you’ll want to implement for maximum impact:
Start Early
Accessibility should be a top priority when planning any event, especially large trade shows. It’s not just the right thing to do from an ethical standpoint, but it also makes good business sense. By making your exhibition stand accessible, you open your doors to a wider audience, increasing the potential for lead generation, sales, and brand recognition.
Many countries have laws and regulations in place that mandate accessibility in public spaces, including event venues. Failure to comply with these regulations can result in legal consequences and damage your company’s reputation.
Set Clear Goals and Metrics
Before diving into logistics, outline your specific goals and how you’ll measure success. Common objectives include generating leads, booking sales meetings, launching a new product, enhancing brand awareness, etc.
Establish quantifiable targets like an achievable number of leads or booked meetings to aim for. Having defined goals will guide your plan and allow you to evaluate returns.
Design an Attention-Grabbing Booth
Your exhibition booth is your storefront at the event – it needs to draw people in. Invest in eye-catching graphics, intuitive layouts, branded giveaways, and interactive elements like product demos.
But don’t overwhelm visitors with too much going on. The design should align with your brand while allowing your product/service to be the star.
Promote Your Presence
Don’t just show up and expect attendees to find you. Get maximum visibility through pre-event promotion on your website, email marketing, social media, ads, press releases, and any other channels.
Share your booth number, staff attendees, show specials/giveaways, or hosted sessions to drum up anticipation and traffic.
Customise Your Strategy
Different exhibitions and audiences may require adjusting your approach. Research the specific event and attendee profiles. Is it a large or niche industry event? Will the audience be businesses or consumers? Locals or international? Speaking their language signals relevance.
Staff Preparation
Have a training plan to ensure staff are prepared to work the booth effectively. This includes presentation practice, product knowledge, lead entry requirements, and professional etiquette. Assign specific roles during show hours. Having expert and enthusiastic staff will provide visitors with a positive impression of your company.
Marketing Materials
Exhibitions require an array of supporting print and digital marketing materials. These include brochures, one-pagers, multimedia presentations, business cards, branded swag—anything that communicates your value proposition and show specials. Don’t wait until the last minute to create these!
Lead Management
Capturing and following up on leads promptly is critical. Have a documented lead management process with methods for acquiring, qualifying, and tracking leads. Decide on data fields to collect, scanning/entry methods, and CRM integration. Purchase any needed equipment and train staff.
Post-Event Plan
Don’t let following up with leads and contacts slip through the cracks in the post-show hustle. Schedule time immediately after for your team to review notes, prioritise leads, determine the next steps, and assign follow-up tasks. Outline other post-show activities like media recaps and sales reporting.
Events Made Easy with MxL
The key to a successful exhibition starts with comprehensive planning and strategy before arriving. Take the time to thoughtfully map out all the details – from goals and presentation to execution and follow-up. Having a solid pre-event plan will ensure your team makes a professional, lasting impression.
Interested in making your next exhibition stand a resounding success? Click here for more information on how MxL can help create your ideal exhibition stand! Learn how to tailor your social media strategy for maximum performance, or explore how technology can aid your efforts. Reach out to our team. For more information on any of our products or exhibition stand design services, please reach out or call us on 01992 642642.
