If You've Got It Flaunt It!

As an Exhibitor at the Chambers of Commerce Business Week Exhibition you can:

• Generate qualified sales leads
• Build valuable relationships with existing customers, suppliers and business partners
• Benchmark against the competition
• Carry out hands-on market research with your target audience
• Raise awareness of your products, services and brand

With any exhibition, you will get out what you put in.  Exhibiting is the most cost-effective way of getting your products and services in front of customers.  Therefore, ngb2b recommends the following tips for making the most of exhibiting:

1. Set Goals

Decide why you are exhibiting and what you wish to achieve. Have some specific, measurable targets in mind to measure the success of taking part and tie these in to your overall marketing strategy.  Closing deals can happen on the day but it is more likely that you will generate a valuable database of qualified leads, raise awareness of your brand and products or services, receive feedback and benchmark against the competition.

2. Is your stand one to see or one to flee?

While people attending exhibitions are there to identify new suppliers, they don’t want to be cajoled into staying on your stand and being given the hard-sell.  Instead make sure it stands out like a beacon and give your exhibition staff some tools to attract prospects. Refreshments and promotional items that aren’t too bulky to carry round (even toys that can be taken home for the kids) can be used to varying degrees of success. Referrals are also useful. Identify some other exhibitors (but not competitors, obviously) and suggest setting up a reciprocal system where you will recommend their stand and vice versa.

3. Prepare your team

80% of stand success is down to staff, so make sure you brief them properly in advance and communicate your objectives clearly so they know what is expected.

4. Promote, promote, promote

Pre-exhibition promotion increases the chances of generating a steady stream of traffic to your stand, which will help you make the most of the exhibition experience. Use direct mail and eMarketing to invite key prospects to your stand (if you don't your competitors will!) and make sure that your email signature and website communicate your presence at an exhibition.

5. Make the most of any leads

Once the exhibition is over, it's time to evaluate the leads you have generated and determine what is needed to convert them into clients.  Make sure you know what they were interested in, if they would be looking to buy soon or in the future, if they needed more information or if another meeting needs to be arranged.

6. Book early for next year!

There are usually early booking discounts to take advantage of!