:::: CECOS - Why Exhibit :::::

Dress to impress: You have a matter of seconds to capture the visitor’s attention so focus on ways to stop them in the aisles – colour, movement and sound are effective.

Engage the senses: Exhibitions are a unique medium because you can engage all five senses. Brainstorm ways to incorporate smell, taste and feel along with sight and sound.

State your business: Don’t leave it to chance. Use explicit and highly visual signage.

Make way for visitors: Remove the physical barriers to enable visitor access onto your stand. Barriers can include furniture, signage even staff.

Space for everything: Draw your stand to scale. Place your furniture, displays and people ensuring there's enough room for visitors. Your display company will guide you.

Don't just stand there: Movement, entertainment and presentations all get the visitor’s attention and provide an opportunity for engagement.

BRIEFING YOUR DISPLAY COMPANY

The selection of your stand designer should be based on the quality of their work and their reputation within the industry. Stand designers bring their experience and expertise to the table however your input is essential. During the briefing session:

Clearly state your exhibition objectives and provide realistic budget parameters.
Provide mandatory corporate image information – logos, colours, uniforms etc.
Detail any current campaign links required
Explain any activities you plan – hospitality, demonstrations or competitions.
Indicate how many personnel you plan to have on your stand at any one time.
Communicate your needs for portability, flexibility and storage and time restraints.
Advise if the stand is to be used again.

Consider any guidelines set down by the organizer and/or the venue.

TELL THEM WHERE TO FIND YOU

The exhibition organizer is responsible for getting visitors through the doors however it’s up to you to get them to your stand. Ensure that you make the visitors ‘must see’ list:

Advertise your participation on your own website.
Ask about links to your website from the event website.
Use email, direct mail and the telephone to advertise that you’ll be on display.
Create a special offer that can only be redeemed at your stand.
Tag your pre-event advertising with your stand number and your special offer.
Ask the event organizer about advertising in any event specific publications.
Ask about any promotions or advertising opportunities that may be available at the event.

THE BUSINESS OF FOLLOW UP

Post show activity is the most frequently neglected stage of exhibiting even though it's possibly the most critical phase of the marketing process.

Use a lead collection method to priorities post show action on your leads.
Send those who visited your stand a thank you or acknowledgement of their attendance.
Deliver what you promised in the timeframe agreed.
Implement a system to track the activity of your leads long term