I certainly think so. We’ve managed numerous exhibitions for our clients over the past few months, so I thought I’d highlight the key areas for consideration that we have identified to deliver successful shows. But before I get onto that I just wanted to explore a little more of the reasons behind the resurgence in exhibitions and shows – and in my opinion it’s down to two things: the internet and social media.
We can now get all the information we need at the touch of a button and what we don’t know we can ask about. The online world provides us with all the necessary data, tools and interaction to complete most of our daily tasks. But as ever in business there is no substitute to face-face meetings. However, with less time and more financial pressures this ‘time’ is constantly being shrunk - so where better to do ‘face time’ than at an industry exhibition, where you can meet up with a broad cross-section of your customers, industry peers and suppliers at the same time?
Having recently visited a number of exhibitions both for ourselves and on behalf of our clients, I believe them to be busier and more competitive than ever. So, if you are planning to integrate exhibitions as part of your communications strategy, make sure you plan them effectively (allocating plenty of TIME) in order to ensure that you make them work as hard as possible.
To get the most out of your exhibition, consider the five ‘P’s of exhibiting:
1. Purpose – why are you doing it and how will you measure its success? (Set clear measurable objectives – using SMART objective tools or similar)
2. Product – what are you promoting? A product, a service – whatever it is keep it focused and easy for people to see ‘why you are there’
3. Presence – your stand is your stage and how you present yourself is of paramount importance in terms of your brand, your image and the impact your create – don’t bother exhibiting if you’re not 100% committed to the event.
4. People – we’re not all cut out for working at a show. Choose your stand staff carefully and don’t overload your stand with staff – nothing is more off-putting
5. Promotion – you’ve already spent money on the space and the stand so you need to get as much as possible out of being at the show and unfortunately this may cost a little more. So factor ‘extras’ into your costs including PR, sponsorship, sending out invitations, corporate hospitality, giveaways etc
Define and agree these at the outset (give yourself plenty of time!) and the process will run smoothly.
For more information or advice on how Access can help, give us a call on 0161 872 3455 or email us for our comprehensive exhibition briefing document.
