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 Products & Services Learning Centre Exhibitions Plan For Success
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Choosing Shows
Picking the right shows is the key to any good exhibition strategy. Start by reviewing your overall goals. If you have not already done so, prepare a written description of your prime customer prospects, including specifics on industries, buyer demographics and purchasing patterns.
Next, make a list of those shows you may want to attend and gather as much statistical data about the show as possible. This research should include information on:
- Total exhibition attendance
- Net attendees (excluding press, exhibitors, and non-prospects)
- Net square footage of paid space
- Number of exhibiting companies
- Price of exhibit space
- Description of exhibiting companies
- Product interest ratio (statistics which show level of attendee interest in your products)
- Audience interest factor (statistics showing how many attendees actually buy)
- Job title breakdown of attendees
By matching data on your prime prospects with data from each exhibition, you can plan to attend only those shows attended by people who can and will become profitable, long-term customers.
Preliminary Budgeting
Review your overall exhibition objectives and calculate the total investment needed to meet those goals. By setting an annual budget, you can then begin to determine how many shows you can attend and how much you should invest in exhibit displays, promotions and other expenses.
Site Selection
The location of your display at any show is a key factor in the success of your exhibit. Here are the types of spaces available at most shows and tips for choosing the best location for your display:
Island -- surrounded on all sides by aisles, one of the best possible locations.
Peninsula -- surrounded on three sides by aisles, a very good location.
Aisle -- One side faces the aisle, three sides connect to other displays.
Cross-aisle -- Two aisle spaces opposite one another.
When selecting your space, consider how close you will be to building entrances and exits, registration and press areas and your competition. Make sure your space has convenient access to power and other utilities and is within a reasonable distance of restrooms and food service areas. Avoid dead-end aisles, spaces obstructed by columns or ceiling pipes or other areas that do not promise high-volume attendee traffic. |
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