Well, the clocks have definitely gone forward. Outside the sun is shining, the butterflies are fluttering by and the grass looks suspiciously in need of a trim. It can only mean that spring is in the air; and that, of course, means more exhibitions and events.

If the news is anything to go by, apparently this year’s daffodils have peaked too soon. We don’t want you to do that – so here are five top tips for taking stock of your display(s) and sowing the seeds for maximum audience attention at your next event.

1. Talk tactics
The first thing you need to be clear about is what makes you a budding catch at the event. Do your widgets wow the world more than anyone else’s? Are your price points perfectly pitched? Or is your customer service the real deal in a sector known for being less than lustrous? Whatever positively differentiates you should set the scene for your promotional mix.

2. Court celebrity
If you read our post on five steps to great exhibition planning, you’ll already know who your prospect ‘superstars’ will be at the event. So grab that exhibition A-list and put yourself in their Jimmy Choos (or Hush Puppies) – what might get them to visit your stand? It could be an amazing offer, an incentive, a present, a meet-up with someone they admire – the fact you’ve spent time thinking about them will usually be appreciated.

3. Magic mix
Make sure you get your activity sewn up for before, during and after the event. Turning up on the day is not a strategy for success, especially since research shows 76 per cent of people turn up to an exhibition knowing what they want to see. A good balance of promotions often includes the following items:

• Invitations – it’s OK to forget the finest parchment and gold leaf, but your invitation should always be personal, whether you decide to email, post or call your prospects to encourage them along
• Advertising – from simple messages at the bottom of an email signature through to competitions and sponsorship deals, there are plenty of ways you can build your association with an event; it doesn’t have to cost you a fortune to get noticed
• PR – use your website, web and wires and industry publications and social media to highlight attendance; think about coinciding the event with a product launch, sales promotion or incentive; and maybe take ‘vox pops’ or video at the event so you can prolong the effects of the exhibition for months afterwards
• Interaction – tell everyone you know that you’re exhibiting, what you’re planning and why they should pop along to see you. Be loud, be exclusive but above all be interesting – and throw in a special offer or treat to really boost your chances of someone turning up!

4. Magnificent messaging
Whilst at the event, your exhibition stand and message need to be easy to work out. If people are scratching their heads, they may not get what you’re offering (or then again, they may just have an itch).
By making sure your stand has a clear theme and your brand is easily identifiable, you’ve got a much better chance of attracting visitors. Everything your company stands for is being exhibited on the show floor – in your programme, display, the team members, communications and giveaways. So check that everything feels consistent and makes a positive impression.

5. Emphatic endorsements
When promoting your products through the media, remember the important rule that “people like to read about people.” Instead of saying that your product lasts a long time, ask a customer who has used your product for several years to talk about it; let them tell the story.
It’s also worthwhile chatting with customer service or sales colleagues to ask them for details of people who love your business. It might be that you’ve saved people money, helped them solve a problem or created a special memory for them. The fact is, word of mouth is a very powerful tool and much stronger than self-praise or sales puff. So find those friends and see if they’re prepared to support you.

That’s it for now, enjoy your promotional preparations and get ready to blossom! If you’ve got any comments or ideas, we’d love to hear from you – please email us, tweet away or say hello on Facebook.

If you’re new to managing events – or just want a confidence boost so you know you’ve got everything covered – we’re here to help.

So let’s kick off with a quick introduction to event planning. How can you make sure that you get the most out of your next event? It’s as easy as 1, 2, 3, 4, 5…

1. Be clear why you’re attending
OK, it sounds like Mrs State-the-Obvious has just come to town. But not everyone we encounter is clear about their objectives – and unless you know exactly what you want, you’re pretty certain not to get it!
So the first thing you need to do is think – ideally armed with a pen, pencil, cup of tea and slice of cake – and log everything you know about the event. How often is it held? Do your competitors go? How is the show promoted? What sort of footfall does it normally get? Is there a regional, national or international bias that is good for your business?

2. Know who you are targeting
Having covered what you know, it’s time to look at who you know – or need to get to know. Who typically goes to this event – are the delegates from a particular industry or is it a generic show? Do you need to target chief executives, finance directors, marketing managers, trade buyers or busy housewives? And thinking about your hottest prospects, what does that ‘buying Brad’ or ‘accounts Angelina’ look for when making purchasing decisions? As you need to focus on what they want for the next point…

3. Understand what products and services best fit the bill
If your buyers only care about the bottom line, then you’ll need to be sharp on costs and make sure your prices are highly visible on the stand. If you’re in a market where quality comes first, then you’ll want to give your premium products an airing and make sure they are presented to perfection; everything is in the detail.
And whatever you’re selling – memorise all the key features and benefits well in advance. That information can be the difference between a sale and a smile, or a fail and a frown.

4. Check where you’ll be situated
Take a look at the exhibition plan. What choice of stand space do you have, if any? Are there any obvious ‘hover’ points where you can catch people walking by,  such as near food spots, entrance points or workshop areas? Have you been to the event before, or do you know past delegates who can give you insider tips (for example, if a particular hall gets crowded or the temperature on the north side of the building goes haywire in summer)? Factors like this are really helpful in working out what sort of display you’ll need for the occasion – from plain and simple banner stands, through to pop-up displays or custom-built showstoppers. If you need a hand with any of the details, or you just need to spruce up your display materials, e-mail us or call 0808 149 3576.

5. Clarify how you’ll measure your success
Don’t go mad with the metrics, but do think about how your objectives can be translated into tangible results. This could be the number of leads generated, volume of units sold, plaudits about your product in social media, value of press coverage… whatever feels right for you, make sure it’s measurable and achievable.

Good luck with your event planning – and if you have any comments or questions, please e-mail us with your musings.