‘SUCCESS’ comes before ‘WORK’ only in the dictionary!

 

Let’s face it – success is challenging. Whether it be personal or business, it requires hard work and effort to achieve what we want. As I have always said, if it was easy – everyone would be doing it!

 

Success, however, can be ours when we have goals and objectives – and we plan for them – and, importantly, check measurement indicators as we progress to evaluate and ensure we do achieve the ultimate success we set out to.

 

So, as it’s January, what better time to review what will make exhibitors successful in 2011?

 

Business has changed in many ways over the last few years and one of the biggest trends is that companies and sales people are engaging in less face-to-face sales than they used to. The contradiction to this is that, despite the ‘information age’ and time pressures, most business is done between people who have established a relationship.

 

An exhibition is unique as the market comes face to face with you, and it therefore forms an important link to your industry.

 

For success, however, it all depends on how you drive and manage the process. Advance-planning is essential as when you are well prepared and have a plan, you have better control and can take advantage of opportunities that arise. You can save time and money, too, and give yourself the chance to get significantly better results.

 

Here’s a list of my ‘Top Eight’ tips to ensure you are more successful in 2011.

 

  1. Research the event and ensure you book in to the right exhibition
    Is the target audience right? Understand the expenses that are involved. Look at all aspects of the opportunity: does the organiser commit to a strong marketing program? Realise that not all shows are created equal – just like competitors in your own industry, some are good and some are not.
  2. Set ‘objectives’
    You have to know what you want to get out of being a part of the event so that you can see when it’s actually achieved. You can set a primary goal and then have a whole string of secondary ones, but they all need to be realistic.
  3. Read what is sent to you
    Whether it be the Exhibitor Services Manual or the Marketing & Media Promotions pack, ensure you read it – and take advantage of the things that may save you money or promote your business, and make it easier by returning the paperwork in good time.
  4. Stand design
    Ultimately you want the stand to stop people in their tracks! It should reflect the image and create an impression, as well as focusing on your unique sales proposition (USP). It should be designed to meet the visitors’ perspective – remember, you have only 3-5 seconds to grab their attention.
  5. Pre-show promotion
    Exhibiting and not telling your clients and prospective clients you are there is like throwing a party and not sending out invitations!
    Pre-promotion is not just up to the organiser: by pre-promoting yourself, you can increase attendance and your stand’s results up to three times over.
  6. Staff
    Involve them and train them, as their attitude on the day will be one of the major factors in your success. Remember, they are there to sell, so have offers and systems in place to make that process seamless.
  7. Follow-up
    Not doing this is THE biggest ‘sales’ sin – and you would be surprised how many exhibitors actually fail to! Have the process planned in advance so that you touch base with everyone you have spoken to within a week of the exhibition – your competitors will be doing it; so, can you afford not?
  8. Review
    Build a review into the process: compile a simple staff questionnaire and get their input of what worked, what didn’t and what they would change etc. Look at your objectives and see how you went against them.
    The first six months of 2011 will have its own challenges, however, and with challenges come opportunities. And, by planning and doing a little work, your success could be even greater.

 

IN A NUT SHELL:

 

Successful exhibitors will;

 

  • Plan their success
  • Set realistic, trackable objectives
  • Integrate other related marketing activities in their participation to maximise support
  • Train and support staff
  • Follow up leads within a week of the exhibition
  • Remember, it’s all about connecting with people
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