10 Tips to Reap the Benefits of Exhibitions
BTL marketing is gaining tremendous popularity off late. More and more brands are keenly participating in events and exhibitions. It provides brand exposure, brand promotion and helps you to display your product to interested target audience.
To make sure that you invest your money wisely and reap most benefits while exhibiting your product at your exhibition stand, we give you some guidelines to follow before participating in one.
1. Cite your objectives – It is crucial you define your objectives before participating in an exhibition. Based on whether you want to launch a product, make sales or create brand awareness, you need to formulate a plan and decide on how you will approach the event and plan your exhibition stand.
2. Short list your events and exhibitions – Based on the type of brand and product you are selling, pick a suitable event. There are many kinds of exhibitions, you have to shortlist and pick ones that bring-in your target audience or that showcases products from the same category as your brand. This way you not only get to showcase your product to your specific audience but also keep tab on the competition.
3. Invite your audience – Once you have established your objectives, you need to spot your target group. If you are interested in making sale through exhibitions, you need to invite your customers to the exhibition. If you are interested in networking, you need to invite potential clients, sellers and businessmen.
4. Allot a budget – Next step is to allot a budget for the event. To do so, calculate the entire cost of the event, from booking space, buying or renting exhibition stand, to sales force, logistics etc. If you are new to participating and/or conducting events and exhibitions, then consult agents, exhibition stand companies and get a quotation. Calculate your rough profit as well and then decide whether you want to participate and if you do how you want to approach it etc.
5. Space and Design – Once you shortlist the exhibition you want to showcase in, the next step is to book the perfect space for your exhibition stand. Ask the organizers about the prime spots and exhibition stand spot that attracts most of the crowd and get most attention, try to grab these spots at the earliest as they tend to get sold out pretty soon.
6. Exhibition Stands – The success or failure of your event depends on several factors and one of them is your exhibition stand. Once you have a rough idea about how you want your exhibition stand to look like, approach exhibition stand They will provide you with latest stand designs according to your space and budget. Design your exhibitions stand with care and consideration, keeping in mind, the number of people you estimate to be visiting the stand at a given time, to the products you want to showcase and the number of staff you intend to employ.
7. Market your event – Once you are sorted with booking your spot and the exhibition stand, you need to promote and market your event. Promotion involves notifying potential customers and sellers about your event. Start with a press release and send newsletters to your clients, asking them to visit you at the event. Distribute passes to esteemed customers and clients, along with your exhibition stand details, to make sure they attend the exhibition.
8. Organize and equip your exhibition stand – Ask the exhibition stand company to fix the stand a day prior to the main event. This way you won’t be taken aback with unpleasant surprises. Organize the exhibition stand according to your preference and fix what needs fixing. Make sure your stand is well lit, air conditioned and check your supplies like brochures, forms, etc. Serve refreshments if budget permits as it adds a nice touch of hospitality.
9. Prepare your staff – Considering the size of your exhibition stand assign the number of staff. The exhibition stand must not look crowded neither must it be unmanned at any point of the day. The staff must be well trained, must have in-depth knowledge about the brand and the product. They must be well-spoken and courteous. Also instruct them to hand-over brochures to any client that seems even remotely interested in your product.
10. D-Day – On the day of the event, make sure to reach the location early. Make final checks on the exhibition stand, products and the display. Give instructions to your staff and make sure they are prepared in case of overwhelming crowd.
Following these set of guidelines will make sure that your event is a big hit!
