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Exhibitions and trade shows are expensive undertakings but, handled properly, they remain an excellent way to generate leads, launch products, entertain clients and raise awareness. However, they are complex events to manage and, to obtain maximum return on investment (ROI), every step in the process needs to be handled professionally.
Without proper focus, exhibitions can become budget-eating monsters that turn into nothing more than a ‘jolly’ for the sales team. Handled correctly, they represent the ultimate 3D shop window for your company.
Here is editor Nick de Cent's step-by-step guide to planning a successful exhibition. Each step is equally important and success depends on getting them all right; after all, you’re only as strong as your weakest link.
1. Choosing the event
So, you’ve decided that exhibiting at events is the way forward for your company when it comes to lead generation? Or perhaps you have a new product or service that actually needs demonstrating? You do have a genuine need to appear at the event, don’t you? You haven’t just been sold some cheap space without considering how to fill and work it properly?
To repeat: exhibitions are expensive undertakings. Choosing the right event is key: if you don’t get it right, you’re wasting your money. Check the list of available shows in any of the trade directories, online (try a Google search) or, for overseas events, enlist the services of your trade association or UKTI*. Where there is a selection of established and credible events, choose one that coincides with your own plans.
If not, go with the event that attracts the largest number of visitors and senior buyers from your target market. Any reputable exhibition organiser will happily supply a sales brochure, including a breakdown of audited visitorship figures. (Watch out for a declining trend.)
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