How to be a better exhibitor
During the Show
The big day is here, you've planned the event and your goals are clear. Your people are well trained, the doors open and the visitors arrive - this is when the real work begins.
Brief your stand staff everyday
No matter what the show, or what the sector - a well informed, motivated team of stand staff does more to differentiate your stand from the competition than anything else. Daily briefings are essential; this is when your team can be reminded of the group and individual goals. Briefings are also a valuable opportunity to discover any problems and solve them quickly.
Watch your body language
At every event there is always a stand manned by people standing stiffly, arms crossed - a big frown upon their faces. Likewise, you can usually find a stand where the staff are more interested in talking to each other than they are to potential customers.
It sounds so simple, but a smile and welcoming body language goes a long way.
Focus on your targets
Decide who your key targets are. Which is better-- 100 general leads or 10 specific decision maker leads? There is no right answer; it's up to you and your objectives from the show.
Classify all leads
Use a system which ensures that the most serious enquiries are dealt with first. A commonly used system is as follows
- Large order, ready to buy
- Small order, ready to buy OR Large order, longer time frame
- Small order, longer time frame
- Send literature, add name to database
- Other, (for example the Media)
Remember the press
Invite key journalists to your stand - or visit theirs and keep a good supply of well presented literature in the show press office.