Expo Essentials: PART 1 - DECIDING TO ATTEND

Part ONE: Deciding To Attend

Is attending an expo the right thing to do? Where should you consider exhibiting?

The following chapters are about understanding what you are setting out to

achieve.

(Excerpted from ‘Expo Essentials: A Practical Guide To Preparing For Trade Exhibitions’, Chris van der Leer 2014)

http://www.vanderleer.info/

This first step is critically important, and we cannot stress the importance of this question enough: What do you want to achieve from attending an expo? Before you answer, do bear in mind that by attending expo’s you have a golden opportunity to get valuable exposure to a large number of customers who fit your target demographic. Therefore, it stands to reason that expos are primarily about meeting new customers and using the opportunity to absorb them. Expo’s are not simply about making a sale, because if you focus on this you are wasting your valuable investment of time and money. Consider how your product or service will benefit from attending the expo in the medium to long term. To help you to answer this, here are a few reasons why organisations typically attend expo type events: Create sales opportunities Conduct market research To generate media relations To build brand awareness To generally improve customer relationships If you are a small outfit a good mailing list is your most valuable asset, so we suggest that you primarily use the opportunity to harvest contact information for potential customers with the aim of reaching out to them after the fact. We have more advice on mailing lists below. We also suggest that you focus on taking bookings for consultations in the days following the expo, that way you can be assured that you have definite leads to follow up on. You will need your diary with you. Your exhibition objective(s) can be as challenging as you want to make them, but remember you and your stand staff want to succeed, so be realistic, particularly if you’re exhibiting for the first time or setting show objectives for the first time. Keep it real, but go big or go home. So before you do any other planning, decide on a single, clear objective for attending. All other decisions will revolve around this one, so make sure you are clear in what you want.

Selecting a Single, Clear Objective



You might think that you already have this all figured but, but we invite you consider a number of factors, namely: Your single, clear objective. Your target demographic Your product or service (Including the cost and magnitude) Your budget Remember that the most obvious choice may not be the most appropriate to support the outcome that you want. Don’t buy into the event marketing – do attend the show because you believe it can deliver on your objectives and it fits into your overall sales and marketing strategy – don’t attend because your sales team thinks you should be there or because the show organisers convince you that its good idea. Research what expos are happening around you, and think about what type of person would be attending. Visualise your target demographic and find out what events they will be attending. For example:

Choosing an Exhibition


Middle aged couples with kids Home & Living ExpoMales 30+, some families Car showFemales Womens ExpoFemales 18+ with some kids Females, 18+ with kidsFemales, Middle aged / young professional couples Food show

The list of events available to you is extensive, have a look on the Internet to find events near you that will meet your need.


Planning serves to focus efforts during the preparation phase. There is no two ways about it, you need a plan. An exhibition plan will incorporate a number of aspects to be covered and provides a basic framework for how you will be going about making this happen. Of course, it is often tempting to just plunge in, particularly if a number of people are involved and there is high motivation across the board for a rousing achievement. It is very easy to underestimate the amount of time or effort that will be required, therefore going into the event with no firm blueprint of action is likely only to jeopardize the entire outcome. You will need to start preparing at least 6 months in advance, however some companies with larger exhibition stands and a more complicated exhibiting schedule, planning may need to start up to 12 months in advance. An exhibition plan does not need to be a 17 page document with addendums - it can simple be a put together as an email, or written on a whiteboard. A typical plan should include the following sections: Your Single, Clear Objective – What do you want to archive by attending an expo? Your Budget – How much do you have to spend. Time schedule – A list of important dates (printing deadlines, etc.) Team members – Who is responsible for doing what. Prior marketing – This should include what your marketing strategy is to prepare for the event (read further). The stand – What is it going to look like, how are you going to research the various options available to you? Staffing levels and training – Who’s is going to be manning your stand and how are they going to be trained? What

objectives should they be achieving? Transportation and logistics – How are your items going to be moved to the venue? On-stand data capture / follow-up procedure for leads – How is customer information going to be captured and

utilised? Writing this all down is a valuable mental exercise for you and your team. If you still think that you are immune to articulating your plan, consider the 7P’s… Proper Planning and Preparation Prevents Piss Poor Performance. Crude, yet effective.

Drafting an Exhibition Plan



The exhibitor manual is usually issued by the organisers of the event. A lot of organisations tend to make this available via a web portal or in some electronic format. Not enough people read the manual and it is strongly recommended that all attendees read this as soon as it is received. By reading the exhibitor manual in the first instance you will be able to identify key dates and actions with plenty of notice. Make the time to read through all material issued to you as it contain all the information you need to know about participating at your chosen show. It contains all the rules and restrictions, preparation checklists, order forms for contractor services, marketing forms for free PR and pre-show support, contractor information, build up and break down schedules, fire regulations, accommodation and hospitality information, floor plans, exhibitor lists and registration details, to name a few. Depending on the type of stand space you order there will be rules and regulations that you need to adhere to – these are detailed in the manual.

Pay particular attention to: The registration requirements – you will need to sign in and collect security badges,

etc. Personnel working on your stand may be required to wear badges for the duration of the show.

Restrictions around stand sizes.. Schedules for entry to the venue. Contractor services information (stand construction, water, cleaning, power and

internet). There may also be information on only using authorised contractors and Union

limitations when setting up your stand – all important stuff. Liability insurance is sometimes required – you may need to contact your insurance

company and verify that both your exhibit and personnel are covered for unforeseen circumstances.

Familiarise Yourself with the Exhibition Manual




All the research is done, now its time to start laying the

groundwork for your attendance.

This is the most important part of the publication, so grab a notepad

and some coffee and lets get started!

Next: Planning The Show


Copyright (c) 2012 by Chris van der LeerAll rights reserved. This publication is designed to provide authoritative information in regard to the subject matter covered. It is sold with the understanding that the publisher is not engaged in rendering legal, accounting, or other professional service. If legal advice or other expert assistance is required, the services of a competent professional person should be sought. This publication expresses the author’s views and opinions. The information contained in this work is provided without any express, statutory, or implied warranties. Neither the author, or their resellers, or distributors will be held liable for any damages caused or alleged to be caused either directly or indirectly, by this publication. This publication may not be reproduced, stored in a retrieval system, or transmitted in whole or in part, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission from the author. First published 2013 Dewey Decimal System Category: 659 Advertising & Public Relations ISBN (PDF) 978-0-473-23497-3ISBN (iBook) 978-0-473-23498-0ISBN (Softcover) 978-0-473-23495-9ISBN (ePub) 978-0-473-23496-6


Expo Essentials: PART 1 - DECIDING TO ATTEND

Business

Transcript of Expo Essentials: PART 1 - DECIDING TO ATTEND