2. M AXIMISE Y OUR E XHIBITION
Before The Day
Pre-promotion
Stand Etiquette
The Big Day Itself
The Follow Up
Post Event Analysis
3. 1 B EFORE T HE D AY....
Decide what message you want to give to
attendees to your stand
Concentrate on one or two aspects of
your business offering
Draw up a profile of the types of business
you are looking for
Ensure that the three points above are in
agreement
4. 2 B EFORE T HE D AY
Ensure that all stand staff are fully
informed of set up procedure, venue and
stand location
Is your branding coherent? Do all
banners, literature and business cards
carry the same message?
Ensure that you have an enquiry sheet for
particular requests
5. 1 P RE - PROMOTION
Invite selected existing clients as well as
those you would like to be to visit you at
the exhibition
Add detail of where and when you are
exhibiting to all your out going e-mail
Publicise that your business can be seen
at the exhibition on your company web
site and any other media that you use
6. 1 S TAND E TIQUETTE
How to get attendees to avoid your stand
(How to fail without even trying)
Sit down behind a table
Overcrowd the stand
Eat, drink, chew gum, play with a mobile phone
and talk to your colleagues
Look bored!
Ignore them!
7. 1 T HE B IG D AY I TSELF !
Arrive early to set up
Take time to meet and greet fellow exhibitors
Smile- be approachable and professional
Show genuine interest in your attendees- ask
relevant questions
Always take a business card from those you
speak with- if not, you will have your enquiry
sheet!
8. 1 T HE F OLLOW U P
This is as important if not more important than any
other aspect of your exhibition
Do not leave this process too long- send a thank you
to all who visited your stand as soon as possible
afterwards
Prioritise your responses- contact “hot” leads first-
no more than 2 working days.
Be aware that other exhibitors will be in the same
boat; by all means e-mail them but leave
conversations with these a little longer
9. 1 P OST EVENT A NALYSIS ...
Return on investment
Actual sales generated?
Staffing- experience/training?
Business information gathered?
10. 2 P OST EVENT A NALYSIS
New contacts/collaborators?
New suppliers?
Brand/company awareness?
11. 1 IF IN DOUBT !
Get expert advice.
Successful exhibiting, as with so
many business areas, is a skill
which can either be outsourced
or enhanced with expert
guidance. Good hunting!
12. T HANK Y OU
M: 07890 746210
W: http://www.facilitator.co
