How to Prepare for an Exhibition or Trade Show

All industries have a range of business events that companies can attend – from an exhibition or trade show to a congress or networking event. Many organisations wish to attend these events to widen their reach and raise their profile within the sector, or in some cases increase their client base and collect consumer data. However the problem with these events is the sheer amount of businesses and attendees – it’s hard to stand out from the crowd.

It can also be pretty expensive to get a space at an exhibition or trade show, so if you decide to invest in it then you need to make the most of the opportunity. Here are some insider tips in relation to preparing for an exhibition.

1.    Know your objectives

Your company goals might differ from event to event – for example at one trade show your objective could be leads, or at another event you may really try and increase your social media following. Set out clear objectives and ask for suggestions to make sure they are achieved.

2.    Design your booth

Once you know the size and style of your exhibition booth or stand, it’s time to start designing. Order your company signage and any other design elements early on to avoid a last minute panic. Think about other tools you may need such as iPads or TV screens with promotional videos. You may need to speak to the event organiser regarding electricity at each booth.

3.    Marketing materials

Now it’s time to create your promotional literature and other marketing materials. What will you be giving away to ensure attendees remember the name of your company? Remember they are being bombarded with information from all angles! Some companies prefer to ask for email addresses and send a follow up email with a marketing brochure. Also think about giveaways and freebies – branded merchandise is a great idea.

4.    Create a buzz

It’s no good preparing for an event unless people know you’re going to be there! Create a social media buzz by telling your followers about the industry event and inviting them to come and meet you there. If you are planning anything extra exciting such as competitions or product giveaways then this is also something to shout about.

Exhibiting at an industry event can be stressful, so make sure you prepare early and have a successful exhibition.