News & Insights

How to prepare for an exhibition

03 September 2019
By Kim Sullivan
Exhibiting at a trade show, exhibition or conference? Here are our top 10 tips to ensure your stand is a success:
  1. Identify your objectives
Before you even book a stand be sure of your business goals.  Are you launching a product, promoting your brand or seeking new leads?  Set yourself realistic targets and a budget.
  1. Book early
To get the best location and take advantage of early bird rates, book your stand as well as any hotels and travel tickets as soon as possible. This will also allow plenty of time for the design, production, delivery and installation of your stand and promotional material.
  1. Brand guidelines
Exhibiting will require your brand to be reproduced both online and offline on large and small formats.  To ensure consistency ask a designer to create or update your brand guidelines with brand colours, typography, logo positioning and imagery.
  1. Spread the word
Let people know where and when you will be exhibiting.  Consider promoting the event on your company’s website, email signatures, newsletters and social media.  You could even send invitations to prospective customers via post.
  1. Stand design
Eye catching media walls, roller banners, light boxes, foamex boards and even complete bespoke exhibition displays are all great ways to entice visitors to your stand.  Arrange a meeting with a designer to discuss your ideas and develop your concept.
  1. Marketing materials
Make sure you have plenty of marketing materials to give to visitors.  As well as brochures, leaflets and business cards try some fun promotional items.  Badges, stationery and even temporary tattoos will make your brand memorable.
  1. Choose your team
Choose who you want to represent your business and brand wisely.  Think about what you would like your team to wear.  Branded t-shirts are a good way of making your team easily identifiable to visitors.
  1. Make it fun
Exhibitions are interactive events, so try and make it fun!  Competitions and challenges with prizes can be great ways of enticing visitors to your stand, starting conversations and collecting data.
  1. During the event
Encourage your team to appear friendly and approachable.  Set up a rota to ensure your stand is always manned and don’t forget to collect contact details for that all important follow up.
  1. Follow up
Make sure your team follows up all leads as soon as possible after the event.  Automated multichannel marketing campaigns can ensure all leads are promptly contacted across a variety of media, such as email, text message and direct mail.   ABOUT POSITIVE POSITIVE provides a complete end to end exhibition solution.  Our services include 2D &3D creative design, large & small format printing, direct mail and multichannel marketing as well as manufacturing, installing and de-rigging exhibition and event displays. Need help with an upcoming trade show, exhibition or conference? Call Sarah Carter today on 020 8544 5500 or email sarah@wearepositive.com    
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