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Tips and tricks for surviving event day


Events are stressful for even the most seasoned professionals. There is so much to achieve in a very short amount of time - sticking to strict timings, ensuring that you leave with a positive result, and that your attendees leave with a positive opinion of you! Chamber member Clip UK put together some quick and simple tips and tricks to ensure your event runs smoothly.


Event day preparation Before the event kicks off, in the calm before the storm, try to compose yourself and get prepared. So when your attendees start flooding in, you’re ready! Allow lots of time to arrive and set up your stand. Start your day right,


find out where the loos, café and emergency exits are. Allow time to network and make friends with your neighbours – you might have forgotten something, and so might they. These will be your best friends for the duration of the event and it’s going to far easier if you’re getting along. This will all help to reduce the stress for the rest of the event. Lists, lists and more lists. Ensure you don’t forget anything – from pads,


paper, pens to POS, freebies and a first aid kit. Ensure you are well stocked with enough brochures, handouts and freebies to last the event so you don’t run out halfway through.


Your stand Your stand is your biggest investment on the day and it portrays who you are as a business to all the attendees. Too empty then it looks like you aren’t prepared, too busy it makes you look messy. When you’re on your stand, nothing matters more than your attendees. Position yourself at the front of your stand – from there you can engage


with attendees walking past and lead them onto your stand. Never leave your stand unattended – this is guaranteed lost business. Fill your stand with lots of marketing material – keep it enticing and look prepared. Encourage pictures and sharing/engaging with your stand on social media. So don’t bring secret products that aren’t allowed to be shared. Never stand by the entrances and exits of the stand, your attendees will feel trapped – they need to feel they can come in and out freely.


Display clear T&Cs for your data collection and also any competitions


you are running. This is to cover your back, just in case someone questions it. Keep your stand clean at all times, no rubbish, keep whitepapers straight and visually engaging. A stand that looks professional will entice people in to find out more about your business.


By Paul Runacres (pictured), business development manager at Clip UK


Engagement You need to leave a lasting impression. Greet attendees with a smile and an open question – lead into a conversation that is not product or sales related. Engage on a personal level and build up a relationship before you start pitching. Stand up at all times and be ready to engage – this makes you more approachable and ready for any questions or queries. Talk to everyone – it’s not all about sales. Network and build up relationships too. Don’t just push for sales, be someone you would want to work with yourself. Stand confidently with your head tall, shoulders back. You are a leader in your field so make sure your attendees know it. Eye contact is key – let them know you are interested in talking to them.


Capturing and qualifying leads If you need to demonstrate an ROI on your event, then take note of this section! Events and exhibitions should be seen as an investment – a positive investment that returns a tangible value. And if you put thought and preparation into your lead generation then you’re on a winning path.


Think about how you will qualify each engaged visitor: • Are they a decision maker or influencer? • Do they have authority and budget? • Have they expressed an interest?


Then how you’ll capture and process the lead info: Think about how you’ll gather the lead information. Phone and tablet apps are a great method and can often be integrated with CRM systems. Follow the leads up in a timely manner: If you snooze, you lose! You


should follow up your lead within 48 hours of the live event. Visit: www.clipuk.com


This year, Business West will have stands at: • 4 July, South West Expo, Swindon


www.greatbritishexpos.co.uk/south-west-expo-swindon


• 21 May – The Gloucestershire Business Show www.gloucestershire-business-show.co.uk


• 19 June – Business Showcase South West www.businessshowcasesouthwest.com


• 28 November: South West Expo, Bristol www.greatbritishexpos.co.uk/south-west-expo-bristol MARCH/APRIL 2019 insight 27


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