A – Z EXPOS
buried for good yet. It’s 2022, for crying out loud – enough, already. If you want to use promo girls, dress them smartly, brief them well, incentivise them to drive valuable traffic to your stand and use them as an extension of your sales team to funnel prospects.
Newbies – it might be your tenth expo of the year but don’t forget how intimidating it was when you first wandered into the cavernous ExCeL (or equivalent). You may work in a giant industry but don’t forget the friendliness that made it great to start with. [HJ2]
Opportunities – Careers are transitional, even more so in gaming and as much as we all like the idea of working our way to the top of one firm, statistically you’ll be changing job sometime within the next three years. If you’re looking for a change, there is no better place to research and meet with your future employer than a trade show, so take advantage of having them all within 500 feet of you.
Plan in advance - pick a building company who is already constructing stands at the conference and have it written in the contract that everything will be ready by 4pm the day before the show starts.
Quotes – if someone in the press asks to interview or for a vox pop, go for it. The same goes for pre and post event feedback. It’s good for the event’s future development and its free PR for you. Plus, it never hurts to promote your own personal brand once in a while.
Respect – for competitors, for your staff, for the event organisers, for women in gaming, for the bin men clearing up your mess and for yourself. This is essential and unequivocal.
Shoes – back to the standing again, killer Louboutin’s (or uncomfortable Brogues) are not your friend if your ankles fuse by day three.
40 MARCH 2022
Travel Light – avoid over packing and keep your airport queue time and shoulder strain to a minimum.
Understand your market – it’s amazing how much better your conversion rate becomes when you’ve looked into the companies you’re meeting. Even a ten-minute Google search can give you enough insights to show you understand where you could offer an invaluable service and will set you apart from the majority who seem to wing it. Differentiation and a targeted offering will significantly increase your closing rates.
Vitamins – Berocca, Vitamin B and Iron are your friends. Nurofen might be your best mate. Take them with you.
Wrapping Up – try and recycle as much of your stand as you can – these things don’t come cheap and the amount of unnecessary wastage these conferences generate is shocking. Again, a decent stand builder will help with this if you put it into the original brief.
X-Factor – There’s no magic bullet for a successful conference but if you set challenging but achievable sales targets, motivate you team (incentivise if necessary), and focus on quality rather than quantity of meetings then you’ll be on the right track.
You – look after yourself – between international conferences and all the affiliate events, your body and soul can take a pounding to play within your means and manage your time realistically.
Zzzz – if your employers don’t offer a day in lieu after a weekend conference, they should, but take a day off to recharge anyway. If you’re the boss, look after your most valuable resources and give your team a day off in lieu. Most likely they’ve earned it.
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