Elaine Ball of Elaine Ball Ltd is a seasoned pro when it comes to events, here shares her top five tips to get the most value out of any event.
Fail to prepare, prepare to fail
The work can start 3 to 12 months before the exhibition even happens, with plenty of planning and preparation to make the most out of the big day. If planning how to get the most out of an exhibition seems daunting, break it down into manageable chunks.
There are hundreds of events to go to and it can be overwhelming to even work out which is right for you. Prepare an A and B list with the top priority events that will have more of your target clients attending and you cannot miss, followed by those that are great but not a priority. You have got to think like an entrepreneur “where will my best clients hang out?”
Once your tickets are booked, then the real work can begin! Preparation to make the exhibition a success starts with setting clear goals. What do you want to achieve? What are you going for? Write it down, so you know what you want to get out of the event, including who you want to meet.
Getting your exhibition game plan ready
Proper preparation for an exhibition starts way before the day you unpack your stand. In fact, the hard work starts soon as you get that email confirmation that you’ve booked your space. The next step is to find out who else is going to be there too.
Seeing who else is on the exhibitor list and making a connection via LinkedIn can mean you’ve started building those all important relationships before you even step foot inside the exhibition venue. Connections equal sales! So meeting and greeting fellow exhibitors is crucial.
Getting your stand to be eye-catching and grab attention is one way to make your business stand out, placing your stand next to the loos or food areas is another great tip!
Don’t forget about the little details too. Your stand looks amazing but why would people stay? Think about icebreaker games, conversation starters or giveaways that not only draw people in but get them to stay and talk. Make sure your stand says what you do, 90% of exhibitions forget to say what they do and all those lovely customers could be walking by!
Another way to guarantee people will flock to your stand is via a teaser campaign. This means having something exclusive to reveal at the exhibition, such as a unique or limited offer.
Pay attention to detail and make your stand a showstopper
It’s day one of the exhibition and you are ready to go. First step to making day one a success is to get your team together and make sure everyone is singing from the same sheet. A team pep talk can make sure everyone knows their roles, the key messages, and how they can bring your brand to life.
Make sure that you’re collecting data and information from those who come to you, even if it’s just their names so you can make contact on social media. If you’re keeping track via an iPad, laptop or other tech equipment make sure it’s all working and you have chargers nearby. Or you can even go old school and have a simple paper system this way you’ll have a hard copy of all the names, numbers and details you collect – and never have to worry about a tech breakdown. Don’t forget to get permission as you collect data as forgetting can sometimes land you in hot water afterwards,
Once you have your leads, start organising them. This way you know who to follow up with straight after the event and will help you remember key people after seeing hundreds of faces. A traffic light system is a great way to spot the key players, and make them a priority. Red is for those who you want to make a note of but aren’t a hot lead, amber is those who are interested but not quite in buying mode yet and green leads are those raring to go and ready to do business with you.
Make sure when people come to say hello at your stand you make time to speak to them, properly listen to them and make that meaningful connection. Remember you’re there to meet and interact with people, not just to make sales; People first, sales second.
Bye bye post-event blues
Whilst the hard work of an exhibition can make you feel like you need a holiday, unless you hit the ground running when you leave, you’ll lose your hot leads.
Events can be a distant memory in a couple of weeks, so once the stand is packed away and you’re back home at your desk it’s time to hit up those contacts.
If one of your hottest leads doesn’t immediately bite then don’t feel disappointed. Sales aren’t always instant and just because they don’t happen at first doesn’t mean they won’t.
Remember that building relationships can take time and it might be weeks before you hear back from some of your new connections. They are probably doing the same thing as you and cultivating their newly created contacts, all it means it that you get the opportunity to nurture the relationship further to make sure everyone feels special and wants to work with you.
The perfect opportunity for you and your business
Exhibitions don’t just offer a nice break from the daily routine, but they can become integral to finding and meeting with key connections.
Exhibiting at industry events offers you a chance to build connections, showcase your business and to meet with others who share your passion for this dynamic industry. Make the most of every opportunity with proper planning, a strong game-plan for the event itself and strong follow-up strategy.
Then once the leads start converting, you can take that little holiday before the next event rolls around and you get to do it all again!
