inside


FEATURES


Use social media to your


advantage As well as using social media to let people know what exhibitions you’ll be attending and when, you can also tell them exactly where your stand will be located and what you’ll be promoting, encouraging attendees to seek you out. You can also use social media to drum up interest about any giveaways and offers you might be running, as well as to arrange meetings.


Stand out A business exhibition is a professional event, but professional does not have to mean bland. When it comes to setting up your stand, get creative – you want to convey your brand message and catch the attention of everyone that passes by. Think about what you can do to


stand out from your competition, be that decorating your stand in your brand colours, investing in professionally-printed banners or digital display boards, installing


visual and audio equipment or providing promotional material and token gifts such as pens or keyrings or free product samples. Next, think about how you will


keep your visitors interested in finding out more about your product or service. If you have the space, a seating area will provide a place where you can comfortably chat to attendees. If you are able to, demonstrate your product or set up an interactive game or activity – if visitors are able to interact with your product, they are more likely to remember it.


Network, collect leads and


follow up Attending an exhibition is not just about introducing your product to potential customers; it can also be a great opportunity for you to find new suppliers or potential business collaborations. So make sure you take the time to step away from your stand (leaving it the hands of trustworthy staff members) to network with other exhibitors and seek out new leads. It will be


helpful to arm yourself with business cards and a notebook or tablet so you can jot down information or contact details. After the exhibition is over,


follow up with all of your leads. A great yet simple way to solidify new relationships is to send a personalised email to thank them for their interest in your business, prompting future communication.


Advice for attendees Even if you’ve not invested in a stand, you can still get a great deal out of attending a business exhibition.


Networking is extremely important, so make sure you take up-to-date business cards. It may be helpful to check the exhibition layout before you arrive and note down the locations of the stands you are most interested in. It is also a good idea to arrive


early so as to beat the crowds, as this will give you time to talk to as many exhibitors as you can – especially the ones most prevalent to your own business needs.


MARCH/APRIL 2018 insight 31


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