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Feature


Hotels, Conferences & Exhibitions


make a stand Get creative to


could be the first step in achieving your growth plans – but how do you make the most of exhibiting? As you may already be aware, there is more to


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exhibiting than simply turning up and manning your stand. The most important thing to remember is you need to make the most of your presence and introduce your business to as many potential customers as possible.


Location, Location, location The position of your stand is an important factor to consider. Consider paying extra for a prime position, as being tucked away in a corner may limit your exposer. Even small businesses can make a big impression.


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 during the exhibition, as well as to arrange meetings with potential clients or new suppliers.


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, creative


inspiration is key – 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


70 CHAMBERLINK April 2019


usiness exhibitions can seem like a daunting prospect, especially for smaller businesses or start-up firms. However, attending an exhibition


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 capable hands of trustworthy staff members) to network with other exhibitors and seek out new leads. It will be helpful to arm yourself with professionally printed 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 and to prompt 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 just as important to attendees as it is to exhibitors, 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 ample time to talk to as many exhibitors as you can – especially the ones most prevalent to your own business needs.


‘When it comes to setting up your stand, creative inspiration is key – you want to convey your brand message and catch the attention of everyone that passes by’


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