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Planning a Successful Exhibition Neath

Exhibitions give you a substantial opportunity to meet new prospects and sometimes even close a few sales. In most instances of course you will only be at stage one of the buying process – which is all about getting to know your prospect, and them getting to know you and your products, it’s about finding out what they need, what kind of problems they have and need to solve, getting an idea of whether they have money to spend and who else they are talking to – and not necessarily the time to go in for the kill.

Applemed Exhibitions Ltd
029 2043 7720
Pacific Rd
Cardiff
 
PRN Marketing Ltd
0800 0833421
Marshfield
Cardiff
 
Set Up Displays Cardiff
029 2034 4005
11 Bessemer Close
Cardiff
 
DENBE WESTERN
0845 009 0087
Stuart Close
Cardiff
 
Semaphore (Cardiff) Ltd
029 2022 4111
28 Bessemer Rd
Cardiff
 
C3 Imaging Ltd
029 2034 1003
Stuart Close
Cardiff
 
Set-Up Displays
029 2034 4005
11 Bessemer Close
Cardiff
 
ACT Reprographics Ltd
0845 0740100
Capital Point
Cardiff
 
Fernleigh Design Ltd
029 2076 3524
Parc Ty Glas
Cardiff
 
Specialist Models & Displays
029 2039 7788
1 Hedel Road
Cardiff
 

Planning a Successful Exhibition

With Christmas well out of the way and spring just around the corner thoughts turn to … exhibitions. Spring and summer are traditionally peak season for business-to-business exhibitions, trade shows and regional business showcase events. And whether you have already booked your stand space, or you are still thinking about it here are a few tips and ideas on how to get the best out of an exhibition.

A good exhibition creates something akin to a retail environment, which for many companies working in the business-to-business arena, and especially for service sector firms, is unique. The beauty of an exhibition is that it is a neutral environment in which to do business. The visitor feels, and to some extent is, in control and therefore is more at ease and less pressured. Which is a good attitude for them to have when you open up a business dialogue with them.

Exhibitions give you a substantial opportunity to meet new prospects and sometimes even close a few sales. In most instances of course you will only be at stage one of the buying process – which is all about getting to know your prospect, and them getting to know you and your products, it’s about finding out what they need, what kind of problems they have and need to solve, getting an idea of whether they have money to spend and who else they are talking to – and not necessarily the time to go in for the kill.

Event based marketing gives you an opportunity to make a high impact impression on clients and prospects because you have the opportunity to attack all of their senses and they can engage interactively with you and potentially with your products, through demonstrations and trials.

As an added bonus, through exhibitions you can do some hands on research, see and talk to: competitors, potential suppliers, sector lead bodies and of course talk informally to potential customers themselves. For many businesses with new ideas in the pipeline exhibitions can be a great opportunity to find out what your market is ‘thinking’ at a moment in time.

OK – so now you’re convinced that exhibiting might be a good thing. What next?

The key to success, as you’ll often see me write in Practical Marketing, is thorough planning.

Purpose
What is your primary reason for exhibiting? Your objectives might include:

  • to raise awareness of your business in a given geographic location or industry sector
  • to collect leads to follow up or to generate a mailing list
  • to make direct sales
  • to launch or promote a new product or service
  • to meet and/or entertain existing customers
  • to meet potential suppliers/partners/agents/distributors
Whatever your objectives, the important thing is to quantify. How many visitors do you want to be exposed to overall? How many visitors do you expect on your stand? How many will take your literature, or leave their business card? . Think about the budget you are prepared to spend to achieve these objectives. Think through how you can...

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