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If you do build a great experience, customers tell each other about that. Word of mouth is very powerful.

Jeff Bezos

Setting up a stand for an exhibition can be one of the most challenging undertakings for your company, and can be an extremely effective marketing tool, getting you new sales leads and a wide variety of other advantages.

At MediArt, we have a great deal of applied expertise in the successful operation of exhibition stands, and more importantly in following up leads generated. Contact us today to see what we can do for your exhibition prospects!

Here are a few tips about organising your company for an exhibition:
  • Research the show carefully before you decide to set up there. Does your target market have a strong presence there? It is important to get as much information about who will be there beforehand as possible. Another important question is whether or not your target market will be able to reach the exhibition easily.
  • Start laying down plans well in advance, give yourself as much time as you need. Some exhibitors take up to a year in advance to prepare their offerings.
  • Take a look at other industry exhibits while preparing, and observe the most effective exhibits, but don't get sidetracked. Your business is unique, and you know best how to exhibit it.
  • You need to make a list of goals before you go in, for example a certain amount of sales or a growth in branding.
  • Your business is unique, and so must your exhibit be. Don't be afraid to be creative and try new things, you need to remain memorable to hundreds of show attendees.
  • Be enthusiastic about your services or products, it's infectious and always leaves a good impression.
  • Focus on what the attendee wants, listen to your customers. Don't hammer viewers with facts and figures, be interactive with them.
  • Needless to say, be well dressed and professional at all times. If you need to take a break or get a call, leave your stand until you are finished.
  • Exhibitions are long and can be gruelling events, you need to choose the right people to work with you to keep your stand and motivation fresh. Make sure your staff are well trained, understanding your objectives and the sorts of questions they might have to face.
  • Questions not only give the initiative to the questioner, they can help you get involved with and ultimately qualify an attendee as a customer. At the same time, move them along if they aren't customers or interested in your stand.
  • Make records of the people you talk to, by creating lead forms. Hastily scribbled notes will not be of much use after the exhibition..
  • Prepare press and media packs, and be ready for interviews.
  • Read the exhibitor's manual, and take note of deadlines for services etc.
  • An exhibition is a golden opportunity to pass out promotional materials, so make sure you give attendees something they will use regularly. But make sure you aren't swept up in a tide of giveaways, you want to stand out from the crowd.
  • Follow up any leads generated by the exhibition, this is the most important part of the process.
  • Make sure you include interactivity in your stand, it makes it more fun for people attending and for yourself.
There are many common pitfalls with running an exhibition that can be easily avoided.
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