Exhibiting at a trade show

[BenTargett]

We are considering exhibiting at a couple of trade shows later in the year and wondered if any one had any hints and tips?

We have never exhibited at any before so would be starting from scratch in terms of infrastructure, branding etc so any advice, links or warnsing are welcome!

Cheers

Ben

 

[Mark T Jones]

Hi Ben

What are you hoping to achieve from the show?

What show(s) have you chosen and why?

What is the average value of your sale / customer?

Can you sell on stand, or are you contact gathering?

All of these things will make a big difference to the 'best' approach.

 

[BenTargett]

Thanks Mark,

I guess a little more detail wouldn't go amiss:

My business provides activity services for corporate and social events. We specialise in target sports, like archery and clay shooting, and mobile climbing walls. We have been in operation for 7 years and have a good customer base of venues and event management companies that we would like to expand upon. This expansion would be the main aim of our show attendance.

The Shows I am looking at are:

The Showmans Show
The Farm Innovation and Business Show

Being in quite a niche part of the events business means we have a limited number of shows that we feel we can attend and have any success at.

Av. spend per customer varies, but the minimum booking value would be c.£400 for a single event, however we would be looking to build continuing relationships with the types of customers these shows attract.

 

[Mark T Jones]

Ok So more a relationship building / prospecting exercise than order taking by the sounds of it?

I think you’ve chosen your shows well. As a rule, the more ‘boring’ the show, (ie untatteactive to tyre kickers and freebie hunters), the better quality conversations you will have

An exhibitor badge will make you welcome on other exhibitors’ stands, and the after show party can be a goldmine

On stand, the value is on what you get, not what you give - what you want to get is information, contact details and consent from likely prospects. (GDPR compliant). And of course in the follow up. Accept that prospects who are enthusiastic on stand will often be dismissive when you follow up

Personally I take the view that 5 ‘interesting’ conversations is a good day. Forget the bluster about x thousand visitors, it’s irrelevant

 

[Nochexman]

We have been in operation for 7 years and have a good customer base of venues and event management companies that we would like to expand upon. This expansion would be the main aim of our show attendance.

Make sure to invite your existing customers and contacts. You may get new business from them, and very often this is the ideal opportunity for introductions.

 

[Socio South West]

Having exhibited for 15 consecutive years at major 5 day NEC events and countless one day events throughout the UK and Ireland in that time as well, I'm happy to share experience.

If you'd like a chat, please DM me and I will be pleased to discuss with you.

 

[quartzdata]

Take a look at http://www.facetime.org.uk/ - loads of valuable resources/guides

 

[GTL]

In my experience, don't expect the earth immediately. Good business is likely to take time (6 - 12 months plus) to develop as a result (at least in my trade it is).

Consider the way you present yourselves. Don't look desperate - a confident and assured poise is good. Really this is important. As well as being pro active and not hanging back as people pass by.

There s a rule of thumb that it take 3 occasions of being seen for people to start remembering you. So even if the show/s doesn't yield anything immediately, if you feel that the show gets you in front of the right audience, I would suggest planning on attending at the very least twice, if not 3 times. So I would consider this trade show the first of three if t is affordable. In my views trade shows are a long term investment. Good for new business and good to catch up with existing customers.

You might of course get lucky, it happens to a few of us!

Sounds like @Socio South West will be able to give you lots of tips, so I would suggest taking this kind offer.

Good luck.

 

[paulears]

Even if you have a small stand - make it interesting. I do a few where Chinese companies travel all the way from their base with two or three staff and then have an empty stand bar a desk and a few leaflets. I assume you will have videos running - proper interesting ones, and some of your stuff - things that will draw people in, or things they don't know what they are? can you get any of the climbing wall sections in? Or if not - a big pic vertical photo that you roll up? The archery target and maybe the gizmo that launches the clays - visual chocolate that draws people in to find out what you do. It makes the stand look busy, and gives people things to look at while they wait? Eye candy that the other stands don't have makes yours look better by comparison.

 

[BenTargett]

Thank you for all the relies so far, some interesting points and resources.

 

[Socio South West]

@GTL and @paulears have good practical points there - but I am wondering if the Snowflake Society is spreading to trade shows as well, and eye candy on show stands will become a contentious issue - shame because it certainly works.

Make sure you have quick and simple systems for recording enquiries - details will be left in a number of ways, so be prepared to have pockets full of business cards, scraps of paper and notes everywhere at the end of every day that you have to process if the show is as busy as the Organisers naturally tell you its going to be.

Behind the scenes at the show is something that only experience teaches you, especially if you havent exhibited at a major exhibition venue before. The stand dimensions are the stand dimensions... there are almost certainly not extra inches or centimeters here and there. Prepare your stand to fit within the allocated footprint

 

[MorrisChesterfield]

Is transport of equipment, stock or any other materials an issue with trade show?

 

[paulears]

What gets me are 'extras' - huge amounts for extra electricity, or lights. We did one where we assumed (bad thing) that lighting was extra lighting, but it was just ordinary lighting and we hadn't booked any, so were in the dark. Lighting was 3 spotlights - 150W each clipped to the stand edge, and cost us £350!

 

[Mr D]

Can help to have someone able to run the stand while you take a break.
Toilet break, food break or just to get away from the punters.
Or deal with someone else while you deal with the customer in front of you.