Everyone here is a true believer of no preaching and teaching, but we all fail to understand one simple truth that will take us to the success path. We, humans, have a tendency to impart knowledge and guidance which further leads us to spontaneous interactions with each other. And in the same essence, this phenomenon also applies during exhibitions. Once you have a sure shot guidebook for your show, you will lead the business in a good direction to yield the best results. So, here is a detailed plan for your Pre-During-Post exhibition timeline and plan of actions. Please adopt this for the best outcomes in the industry.
Pre-Exhibit
1. No Last Minute Rush: Your trade show is scheduled for next week and yet you’re not sure about the fabrication, the lighting set up or the graphics then you are certainly going to drain out all your money. Please take this as a staple rule to not to leave things as a last minute rush and always ensure full preparation before the event. Not only will this make your exhibit look better but also will make sure that you lead a stress-free show with full zeal and vigour.
2. Buzzing Social Media: If you think you can remain under covers the entire year and then suddenly gain all the momentum just a month before exhibitions then you’re mistaken. There is no way that all the limelight will suddenly reflect on you just because you’re updating too many Twitter posts. Be constant with your Social Media approach and keep your pages and links updated. Only when you’re visible constantly to the readers is when you can achieve maximum marketing & branding.
3. Maximizing Attention Span: Until and unless you do not ensure maximum engagement on your exhibit, do not expect visitors to feel involved. Engagement can easily be achieved with better marketing communications, graphics, and activities. Keep a show that gives away freebies as it involves its visitors to participate in some fun agenda. With these ways not only will the visitors recall their experience at the stand but also be keen in your product. So, the planning of all this goes in your pre-exhibition agenda.
During-Exhibit
1. Say a ‘Hello’: There is no room for shying away and not talking to the visitors. If you see anybody visiting your stand or strolling from nearby, just go and initiate a conversation. Exhibitions are direct marketing source, and you should make an optimum use of your physical presence. So, you never know may be a simple Hello from your side may lead to a lead.
2. No Break Zone: While you’re in your stand during the exhibition, please ensure that you do not take a break. This way there might be a huge chance that some prospective client visits your stand and leaves due to no attendee. Even if you need a break, ensure that you leave back a company representative who can attend the client. Complete absence from the stand not only spoils your lead but also leaves an adverse impact on the customer about your seriousness and devotion to the work.
3. No Technical Jabber: Simplifying your pitch and interacting in the most casual way is the right way to go with the client. Please ensure that you do not use too many technical jargons and confuse the customer with it. At that moment, the client might look like convinced, but once he leaves your exhibit, there is a high chance he might not ever return to business thinking that you’re not the right person for him.
4. Hoard B-cards: Every exhibition at the end only has one chief goal which is to achieve sales and gain connections. Not only business connects but also peer to peer connects for expansion and growth. Understanding the vitality of business cards is imperative for any exhibitor since they are your prime source for maintaining post event communication with the customer. So, hoard on business cards at every exhibition and that will maximize your probability of yielding better sales.
Post-Exhibit
1. Overall Analysis: Once the event is over you must do a round of evaluation to know whether you have achieved the desired exhibition goals. For the best measurement advice, you must read Measuring Parameters- Exhibit Success. The perfect way for analyzing is creating a draft in the pre-planning stage of the desired goals and comparing it with the final success and approach on post analysis.
2. Follow-up session: Not shying away again or being too ego-centric, just go ahead and follow up on your leads. Post them emails, connect with them on LinkedIn, follow their articles or posts. This way you remain in the minds of the customer and also ensure that your brand has a retention power. Keep your lead aware about your growth and success, so that s/he knows how you progress graph is coming out to be.
3. Lead Tracking: Lead tracking is the most crucial aspect of exhibitions. A survey concludes that 80% of leads captured during shows are not tracked, leading to loss of a prospective client.
Hope now that we have given you the perfect step-by-step guide of your exhibition’s plan of action, now you can overcome all difficulties that you might face in planning.