PLAN FOR SUCCESS

“When you fail to plan, you plan to fail. Early and thorough preparation will save you money, time and hassles.”

I believe being prepared for the year ahead will make a huge difference, as it will allow us to focus on the activities that deliver greater results.

So as a handy starting point for the year, I thought this 31 Step plan would make a useful checklist.

31 Step Overview

1. Appoint an exhibition co-ordinator who will manage the overall project.
2. Make sure you have set objectives for exhibiting.
3. Objectives need to be documented and success measurements applied, so that after the exhibition you can objectively assess results.
4. Try and find out which of your competitors are exhibiting. This will allow you to determine what products/services you should focus on and highlight.
5. Have a contingency plan in place for dealing with unforeseen circumstances. This could include having access to extra exhibit display material, products and sales literature.
6. Ensure your exhibition staff are qualified and know your company and products. Also have back-up staff you can call on in case of emergency.
7. Involve your staff in the process where possible. Like all things, the more involved, the greater the ownership.
8. Identify all advertising, sponsorship and media opportunities in advance and formulate a budget, keeping in mind you need to ‘stand out from the crowd’.
9. Set the budget for your exhibition participation and stick to it.
10. As an extension of your objectives, come up with a theme that can be carried through on all exhibition material – stand display, brochures, uniforms, etc.
11. Use colour and graphics to emphasise your participation pre-show and when onsite. Ensure the ‘look and feel’ of your stand links back to your business and website so attendees instantly remember and connect back to you.
12. Read and know the exhibitor manual or service kit provided by the exhibition organisers. Be aware of penalties for late return of forms or late payments and make all staff aware of procedures.
13. Ensure your business insurance covers damage or theft of products and equipment while at the exhibition. Most importantly, ensure you have adequate public liability insurance to cover your stand onsite. This is normally a contractual condition with the organiser and can vary in insurable amount depending on the organisers, the venue and the type of show.
14. Save money by keeping to deadlines and ordering in advance. Most services have a penalty charge if you order them onsite.
15. Agree to the sales process with your staff and decide on a method for inventory control.
16. Lead generation is important whether exhibiting in a trade or consumer show. A goal common to both should be building a strong customer and prospect database. How are you going to do it? Consider the tools you might need – scanner to read badges, computer, note pad, etc.
17. Develop a show tool kit which includes everything from basic stationery and first aid equipment, to packing material such as tape and address labels.
18. If you intend to participate in other events, take photos of your stand and document what works and what doesn’t – this way you can continually improve the look and efficiency of your stand.
19. Appoint reputable contractors to provide services to your stand. Usually these will be the organiser’s preferred contractors or those you have worked with before.
20. Establish clear communication lines with organisers and contractors. Hold regular briefing sessions with staff working on the show.
21. Be realistic in your expectations, and be prepared to put in the ‘hard yards’ to get the final results.
22. Don’t underestimate the time required to pull your involvement together properly. Thorough preparation can make a world of difference to your results.
23. Be aware of the OH&S and Risk Management rules and regulations enforced by venues and organisers. If you do not follow these correctly, your participation may be affected.
24. Stimulate as many of the five (six) senses as possible. Invite customers to see, hear, touch, smell and taste, and also get them thinking. Excite a few or arouse all these senses to create a long lasting connection.
25. Think billboard on a highway – you have between just five and seven seconds to gain a visitor’s attention and convey your main message.
26. Pre-promote to increase traffic flow to your stand and maximise your success – become a destination.
27. Invite your existing customers to visit you on your stand.
28. Look at a ‘launch’ or daily activity at a set time to drive traffic and Facebook and ‘tweet’ it!
29. Create show-only specials or incentives for customers. Use these in pre-promotion to drive traffic to your stand.
30. Train your staff so they are comfortable in the exhibition sales environment. It will be different to what they are used to.
31. Evaluate your successes and failures; document these to make the most of achievements or make changes for next time.

Together businesses of all sizes will need to work with each other to successfully navigate the year ahead to weather these challenging times.

We look forward to working with you and make 2013 a fantastic year.

See you on the floor.

 
 
For more great tips, simply click on the EXHIBITIPS tab on the menu bar at the top of this page.