It has been proven over again that exhibitions and trade shows are a great way to market your product or brand. Whether you’re planning a new product launch or are an established company keeping up your public profile, there is nowhere else where you can advertise your product on a person to person level, amongst your own peers and with a specifically targeted audience to boot.
They key to successful exhibiting is all in the preparation and planning. Your main focus should be on staff training and pre-show marketing as this how you will ultimately make a sale. However good your stand looks, whatever fantastic signage or AV displays you may have, you will not make sales and new contacts unless you have the right people manning your stand and potential customers know that you are there and how to find you.
Therefore, you don’t want to be spending all your time on details of design, AV, furniture hire, flooring, electrics, lighting, signage, transport, storage and logistics of getting the stand built. You will burn out before you even get to the show! This is where an exhibition company comes in. They are not only there to help in the design of your stand – but for all the reasons listed above.
A good exhibition company will help you every step of the way through the exhibiting process from initial ideas and design through to build and on-site assistance.
Step 1; Find a good exhibition company. Do some on-line research, check for recommendations and take a look at some past shows/designs and find out who is behind the ones you like. Check out who is listed with on-line event companies and who has been around for a long time.
Step 2; Contact and set up a meeting with your chosen exhibition company. At this stage you should have a budget ready and some initial ideas as to what you are looking for. A good exhibition company will be able to interpret your own ideas for your stand or create some for you if you are really unsure of which direction to head in. With the larger custom designed exhibition stands, often 2 or 3 companies can pitch for the same job with initial design concepts and floorplans.
Step 3; With your exhibition company selected, you should be assigned a project manager from that company who will walk you through the process and be your contact with stand designers, graphic designers, furniture supplies and on-site labour.
Step 4’ Once a design proposal is decided upon, let your exhibition company work for you. You should be now focussing on the show itself and how to make the exhibition a great sales success for you company.
This is why it is so important to choose the right exhibition company who have the experience and knowledge in the industry so that you can relax, knowing all the work will be taken off your hands. There are so many things to think about and when it comes to build time – and there is usually so little time! Your exhibition company will cover all the little things you may not have considered. With experience they will know all the pitfalls to avoid and be able to advise on any little extras they think will give your stand a boost. Exhibiting can be a really exhilarating, exciting and ultimately enjoyable and profitable experience.