Your essential guide for exhibiting at a trade show.
Taking a stand in an expo, trade show, or another business event for the first time can be nerve-wracking.
Will you recoup the cost?
Will your business get the leads it needs?
Will you be able to present the professional image you’d like to show to potential customers?
Here’s what you need to do to
Choosing the right expo or show
The choice of show depends on your industry and your potential customers.
Ask yourself these questions:
Who are your customers? Are they small businesses, large corporations, members of the public, or in a specialised field? For example, a business offering web design to SMEs would do better from an event organised by the FSB or a business-to-business show than a business offering wedding photography. In that case, a wedding fair would be a far better option.
Where are they? If they are in one geographical area, look at the trade events scheduled for that area. If they are all over the UK, look further afield. Are the high value customers you’d like in more affluent areas or cities? Concentrate your efforts on events there.
The art of booking the right stand
It’s all about location, location, location…and the best location for you depends on your type of business.
Did you know that when people go into an expo, they invariably look first at the right side of the aisle?
If seminars are a key selling-point of the show, try to get a location along the main route to seminar rooms. You will find the highest footfall there.
Interestingly, stands too near food areas, bathrooms, exits, and entrances may suffer as people loiter in front of them – meaning genuine prospects may miss you.
Ends of rows and corner spaces are also highly sought-after areas. If you have a business where you can demonstrate products, corner areas are excellent places where people can linger for a few minutes.
Try to avoid being next to your major competitors and stands with loud PAs.
If you can’t get the plot you’d like, think about whether it’s worth exhibiting at all – could you go free there as a visitor?
It may also be worth investigating shows where you can lock out the competition.