Three Easy Steps to Great Exhibition Planning | Marler Haley

Three Steps to Great Exhibition Planning

Are you new to exhibition planning? Not sure where to start? We’re here to help.

So let’s kick off with a quick introduction.

How can you make sure that you get the most out of your next event? Read our quick three step guide to get you started…

Exhibition planning tips

1. Be clear why you're attending

OK, it sounds like we’re stating the obvious.

What do you really want to get out of it?

You’d be surprised how many people exhibit just because someone else does it. Not everyone 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 much does it cost to exhibit?
  • 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?
 

Who are you targeting… speaking of which, read on…

2. Know who you are targeting

Having covered what you know, it’s time to look at who you know – or who you need to get to know.

Think about who typically goes to this event – are the visitors from a particular industry or is it a generic show?

Do you need to target chief executives, finance directors, marketing managers, trade buyers or consumers?

Often, trade shows will have pre-written packages that will tell you this sort of information, so don’t worry – you don’t have to be a detective to find it.

Thinking about your hottest prospects and matching them to the audience of the show, what does that ‘buying Brad’ or ‘accounts Angelina’ look for when making purchasing decisions?

You’ll need to focus on what they want for the next point…

3. 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, reviews of your product in social media, value of press coverage… whatever feels right for you, make sure it’s measurable, achievable and related back to your objectives.

Good luck with your exhibition planning – remember to sign up to our emails below to make sure you don’t miss out on our latest hints and tips as well as news about our latest products and services.

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