inside FEATURES


The power of pre-exhibition marketing


Lawrie Jones, director at 42group and Chamber member explains why pre-education is an integral part of a successful exhibition strategy.


Trade shows and exhibitions are usually held inside a huge, and impersonal, warehouse. After registration, you funnel through the tightly packed space where you are assailed by eager and pre- programmed promotional staff keen to share the latest developments in paperclip technology. Everyone seems to want to buy your time. Some will have tote bags,


others coloured pens. And there will be someone whose sole promotional strategy relies upon giving away individual Celebration chocolates… Sound familiar? In the intensity of the exhibition floor it can be difficult for those attending


trade shows and exhibitions to find the information they want and to identify the people they want to speak to. But it doesn’t need to be this way A lot of thought goes into designing a stand, and expense in booking a


space, but too many businesses consider this to be the end of their work. In fact, it’s only the beginning. Successful trade show exhibitors take charge of their presence at events,


working tirelessly before the event to raise awareness and interest among attendees that increases engagement on the day. Through effective and targeted marketing, you won’t need to wait for the right prospect to turn up


on the day, they will actively be seeking you out – and know how to find you. Here are some simple strategies that can help you improve engagement and drive visitors to your stand.


Engage with the organiser Event organisers want to encourage more people to attend their shows – and so do you. Speak to the organiser about how you can get involved to support them. This may include creating blogs for their website, becoming involved in online chats, contributing case studies or quotes for press releases. Running an event is a tough business, with low margins. If you can add


some weight to their promotional effort, it will be appreciated – and in many cases, reciprocated.


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One of the largest conference and meeting venues in the Stroud Valley, Stonehouse Court offers facilities for 10 to 150 guests just minutes from the M5.


From board meetings to product launches and awards dinners, we have a wide range of business and conference facilities to meet your needs.


The hotel offers a quiet retreat from the bustle of day to day office life and is the perfect


environment to inspire fresh creativity and effective strategic thinking.


Stonehouse Court is delighted to announce it has been awarded a Bronze Award by Green Tourism, we are working towards a sustainable future.


Stonehouse Court Hotel • Bristol Road • Stonehouse • Gloucestershire • GL10 3RA


T: 01453 794950 E: info@stonehousecourt.co.uk W: www.stonehousecourt.co.uk


28 insight MARCH/APRIL 2019    


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