How to prepare for a business exhibition

By mike epson

With the pandemic no longer limiting us to online and virtual conferencing, it’s time to get back out into the real world. Trade shows could be uniquely beneficial for your business, and there’s no such thing as being over-prepared. 

If you’re considering taking part in an exhibition, how can you make the most of your time and investment? Don’t feel overwhelmed – if you ensure the following bases are covered thoroughly, your experience should be a highly rewarding one.

  • Choose your location wisely 

The quality of your audience matters, so make sure you research the best location before committing to an exhibition. If you’re a small business with a local audience, it might not be worth traveling too far.

However, exhibitions in the UK attracted over 9 million visitors in 2018 alone. If your business has an ambitious, national outlook, why not head to the nearest big city to reach new prospective clients?

Likewise, go for events that are tailored to your business’s industry, for example food and drink expos are ideal for grocers and chain restaurants looking for specialist partnerships.

  • Get creative: use a banner

An attractive stall undoubtedly draws more people in, so it’s worth consulting a banner printing specialist to help with the process. It could help turn your vision of a shiny, eye-catching display into a reality.

It might seem like a traditional approach, but 84% of people born after 1997 take notice of out-of-home advertising, so combining print and digital marketing can often make a big impact. 

  • Prepare your pitch

In the run-up to the exhibition, it’s crucial to not only identify what you’d like to achieve but also set specific goals to help.

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Don’t just lecture your audience: to hold the attention of your prospective clients and competitors, why not ask questions or get them involved? You could also offer free samples, special offers or another incentive to anyone who engages with your stall.

Event attendees are now demanding a more engaging and entertaining experience, not simply just a conference. Try to make your stand as immersive and interactive as possible.

  • Choose your team wisely

The members of staff chosen to help at the exhibition will be actively representing your brand, so make sure they won’t let you down. This interaction will form the crucial first impressions.

Prospective clients will be impressed by eloquent, confident, and friendly mannerisms. You don’t need to choose people who know everything about your business – being personable, passionate and approachable is far more important.

  • Research your competitors

It’s important to make sure your stall stands a strong chance of attracting interest at the exhibition. If much more successful companies are set to be your neighbors, it might be sensible to consider downscaling.

Don’t miss out on the wealth of opportunities to showcase your business to real-life clients and prospective business partners.

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