For effective participation in an exhibition, you need to know certain techniques and secrets. We offer you the basic rules for effective participation in an exhibition:
1. The exhibition should be part of the company's overall marketing plan, correspond to your goals and objectives. An exhibition is not just a spontaneous "outing", but a pre-planned, coordinated in time, goals and people event - a specific tool for attracting new customers and retaining old ones.
2. Preparation for the exhibition is a process that requires planning: draw up and approve a preparation plan, cost estimate, exposition plan. Submit all necessary materials in advance.
3. Make a decision to participate in the exhibition in advance - then you will have enough time to prepare the stand, exhibits and staff.
4. When planning your participation in the exhibition, take into account its nature: whether it is an exhibition or a fair, professional or consumer, universal or specialized.
5. Determine the goals and criteria of your participation in advance. The range of goals can be quite wide, for example, attracting new customers, launching new goods and services, forming a distribution network, etc. At the same time, the goals should be agreed, achievable, measurable. It is important to determine both the goals themselves and the criteria for their achievement in advance - you will then evaluate the effectiveness of the exhibition based on them.
6. Plan the stand so that it carries a brief and capacious marketing message to the exhibition visitors, and is also a convenient platform for work:
• determine the size of the stand based on the goals of participation (consulting and demonstration of equipment in action require different space);
• the stand should have a work area, a negotiation area (office), a rest area (household);
• competently design the stand: clear inscriptions, correctly placed exhibits, attention-grabbing means (eye-stoppers). If within 10 seconds, passing by your stand, the consumer does not understand who you are and what you offer him, he will simply pass by;
• prepare handouts according to the number of planned contacts, taking into account different types of audience (for everyone, for specialists, for VIP clients).
7. Use various techniques to attract attention - the so-called "eye-stoppers". Their range is limitless: from an unusual bright geometric figure to a working exhibit, from pouring water to body art, from inflatable structures to mirrors - there is no limit to imagination.