98
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If not: salesperson be in managing the contact? If
Stand location
• Obtain as much information as possible the expectation is to be able to negotiate
In some exhibitions location is less
from the show organiser – most publish a business then and there, will your stand
critical. At sector specific shows – like
breakdown of visitors or a target market personnel have the necessary skills,
Fastener Fair or the National Industrial
analysis. knowledge and authority?
Fastener Show – most visitors will cover all
• Consider making one person, from the
of the show. There may be a few dead spots
beginning, the key contact with the Practical issues
but generally location is less critical unless
show organisers – they have significant Always check the exhibition rules –
your primary objective is to project brand or
experience, so work with them to
when can you set up your booth, when corporate presence.
leverage that experience to your
can you take it down? What are the show In larger, more general shows, selecting
advantage.
opening hours? Are there noise limits, the wrong hall or even the wrong location
• Talk to companies that have done the
or health and safety considerations for
in the hall may mean visitors you want
show before – particularly about the type
demonstrations you may want to carry out?
to see do not come anywhere near you.
and nature of visitors and the markets
If there are any doubts talk to the organiser
This makes it important to understand the
they represent.
well in advance of opening day.
dynamics of the show – either from your
• Study previous show guides and reports in
Other practicalities are fairly obvious but
own previous experience as a exhibitor or
trade magazines.
can make the whole experience for your
visitor, or from that of other exhibitors and
visitors.
Realistic?
team easier and more rewarding. Where is
Better to hunt with a rifle than a shotgun
so prioritising objectives is important. It is
rarely possible to do everything well, so
consider limiting your objectives and
concentrate your energy and resources on “What matters is that the
the ones that really matter.
objectives set are relevant to
Measurable?
You are making an important investment
your company strategy, and
so you should be able to assess your return.
Ensure you build in ways to measure
success.
are informed, realistic and
Research measurable.”
Having found out about visitor numbers
and types, the countries and markets from
which they will come there are some key
questions to be answered:
the most convenient hotel? What are the
Make sure you see a floor plan – ideally
• Will your stand personnel have the
travel arrangements to and from it? What
one that shows the names of exhibitors so
appropriate language skills?
about meals? Again the organiser should
you can think about where visitors are likely
• Will they have the appropriate technical
help in this respect, most likely through
to concentrate and the likely flow of traffic.
and product knowledge?
a tie-up with the local tourist office or
Locations of bars and coffee shops inside
• How many stand personnel will you need?
a specialist booking agent – either can
the hall can also be significant in focusing
• How big a stand will you need?
normally obtain better hotel room rates
and slowing down visitors. The main
than you will find yourself.
entrance is not always the best place to
Cultural issues
be – for brand projection possibly, for visitor
The way business is done varies
Book stand space early
contact maybe not. On arrival most visitors
surprisingly from show to show.
want to get their bearings first – on leaving,
If you want choice, and if you are going
Understanding that business culture can
they won’t necessarily want to hang about.
to maximise your return, then booking in
significantly affect your stand design and
Be sure to order additional equipment
choice of personnel. At US shows, for
good time is essential. Some organisers
carefully – lighting, power, display cabinets,
example, contact is typically brief - short
might offer late deals – but they are
literature stands, badge scanners. Be
introductions or catching up on previous
unlikely to be positions you really want and
particularly careful if you require electrical
meetings. That makes the space at the front
leaving things to the last minute invariably
power, air or water for equipment – this is
of the booth important selling territory.
increases your workload, overall costs - and
an area where exhibition venues can charge
In Europe, it is more common for buyers
stress levels! Worth remembering, also,
heavily and last minute changes can be
to spend significant longer with a supplier,
that the organiser will probably consolidate
really painful. Be sure you order the correct
negotiating detailed business. Here space
the stand layout just before opening, which
specification and capacity, and that your
for a table and chairs away from the aisle,
can leave latecomers even worse off.
own connections will fit, or that you can
perhaps even in a closed off area, becomes
Better all round to book early, avoid obtain appropriate adapters.
a serious consideration.
limiting choice, and give yourself the That’s it for this issue. Still to come: stand
What about senior management contact? time to plan effectively – we’re talking an
design and publicity material, preparing
If head buyers and purchasing directors investment here, that means thinking cost-
your people, and what happens at and after
will be visiting, how effective will a junior effectiveness not just price.
the show.
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