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What do you want to achieve?

Think about your key objectives for attending this event, who else is going to be there? How will you stand out from any potential competitors?

Are you…

  • Raising your profile?
  • Promoting a specific product or service?
  • Aiming for new clients or sales on the day?
  • Capturing data for future marketing purposes?

Once you know your key objectives it will be easier to identify how your stand will look.

How will you attract visitors to your stand?

The visual messages on your display stand need to communicate to your audience who you are and what you do. Visitors to the show will decide instantly whether they are interested in talking to you or not. To ensure you are getting the right message across, you might want to consider thinking about:

  • Focus on the key benefits of your products or services
  • Keep text to a minimum – people won’t read too much
  • Create a focal point on your stand and ensure everything revolves around your overall message / brand concept
  • Your name and your positioning statement should be highly prominent in the design.

Who do you want to see at your event?

Once you have booked your stand space and planned the key messages you want to get across on the day, you now need to make sure that everyone you want to speak to knows that you are going to be there.

  • Ensure your exhibitor entry on the show website conveys the right messages
  • Use all promotional opportunities available at the show, e.g fliers / branded giveaways in visitor packs
  • Send an email out to your target database informing them of the event and what they can expect to find if they are visiting your stand – will you run a competition on the day? do you have a special show offer to promote?
  • Use social media to promote your attendance at the event, tag in other exhibitors, and people you would like to see there, use the shows hashtag #

Literature & Giveaways

  • Make sure you have literature that is clear and effective in getting your key points across
  • Make sure you have the right amount of promotional items to give away according to projected visitor numbers
  • Don’t overload visitors with information that they may not want, offer to send it to them after the show either by post or electronically. (this also ensures you have their contact details for future marketing purposes)
  • Be innovative; offer them a gift that they can use, something that will be constant reminder of having met you

Staff preparation

  • Make sure stand manning staff are fully briefed on your objectives for the day
  • Give them all the information and collateral they may need
  • Encourage them to be outgoing, enthusiastic and confident, whilst listening to what people have to say
  • Make sure they are smart and professional as they will be representing you and your company

Engaging with visitors

Encouraging attendees to visit your stand might not be as simple as you think. Think about how to get people to stop and chat – ask them an open question so they don’t just say yes or no and walk away, for instance, ask them what they are looking for at the show, has it been a useful day? Are they familiar with your company, etc. Be creative. This is a crucial consideration.

Also, remember…

You don’t want to waste your time on someone who isn’t really interested in your product or service. Not everyone will be the right target customer for you. Think about asking some qualifying questions to thrash out the time wasters. There’s nothing worse than seeing six good prospects walk by while you’re politely listening to someone who has no intention of purchasing your product.


The final phase is probably the most important of all as successful closing means making sure you and your prospect are in agreement about the next step. For instance, ask them how they would like you to follow up with them. That puts the ball in their court and forces them to say, “Yes, send me some literature” or “Yes, call me on Monday about a quote.” Also be clear about call back times. The more specific you can be, the more likely they are to remember who you are when you call.

Following up on leads

One of the most useful and important items to remember is to prepare a lead form so your stand manning staff can record details of any potential leads. Make sure to include contact names, company details, telephone and email addresses plus any useful information gained from your initial contact.

Don’t leave it too long after the show before following up, however don’t pounce immediately after! If you have promised to send further information or literature, or to put a date in the diary for a meeting, then between 2-5 days after the show is an acceptable time frame. Don’t leave more than two weeks before making contact.

If you need any help or advice with planning your attendance at an exhibition or require extra support on the day with stand manning staff, Stages Events can help.

Stages Events Supported Corsham Means Business Show 2016

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