While trade shows and exhibitions offer a huge range of benefits, they often demand an equally great amount of focus, work, and commitment.
We asked one of our industry advisors, Managing Director of Muze creative, Adam Doubooni, to provide some words of wisdom for orthopaedic and spine companies looking to start exhibiting.
An exhibition is the perfect opportunity to meet and communicate with people whom you may not otherwise gain access to. Follow these key tips to ensure your exhibition is a success.
Are you planning for an exhibition or event in 2018? Here are 10 things to consider:
1. What are you exhibiting/set goals?
Before your space is booked, be sure on what your business goals for the event are. Are you planning on selling a product, networking with other businesses or looking to gain new clients? Once you have identified your goal, set yourself realistic targets and ensure all staff are prepared on the day. Getting ahead on these areas means you can make the most of the experience.
2. Be prepared
For a successful and stress free exhibit, ensure that you plan ahead and consider what is required for your exhibition space. Allow adequate time to reserve your space at the event, for the design and production of your stand and promotional materials and also for product shipping and installation. Once
3. Competitor research
Having a unique and eye-catching exhibition space is important in order to get your company noticed. However, before you get started on concepts, look at how other companies have presented themselves. What are they doing successfully or what aren’t they doing so well? You may pick up some valuable tips which can help you prepare for your own space and gain an edge over your competitors.
4. Design & Planning
Once you have conducted your research and identified your approach, arrange a meeting with a design agency to discuss your ideas and get a concept in motion. Allow time for initial concepts, revisions and final artwork preparation by doing this a few months in advance. Also, consider where your event will be held & how items will be shipped to & from the event.
5. Spread the word
As soon as you have confirmed your place at the event, make sure you spread the word. Take advantage of your company website and send mail shots to let potential attendees know that you will be exhibiting. Follow social media accounts for the event and join in the conversation, informing people of where you will be and maybe even what they can expect to see at your stand.
6. First impressions are important
There is a high volume of exhibitors at any industry show, so it is key that your exhibition space makes a good impression. As well as an eye catching design of your space, have staff members ready to welcome onlookers. You may wish to provide tea/coffee and comfortable seating for people to take a break for a short while, providing a perfect opportunity for you to share your product/service with them. Appearing friendly and approachable is a good start for conversation and puts you in good stead for a successful event.
7. Include interactivity
If you can, find a way to add an interactive element to your exhibition stand.
This can be a great way to attract people and generate interest, whilst at the same time informing people of your products or services. Touch screen activities are a great way of doing this. You may choose to hold competitions or challenges where there are prizes involved – just ensure that whatever interactivity you choose, it is relevant to your business and your target market.
8. Promotional material
Your visitors will have seen a lot of exhibitors in a short space of time. How are you going to ensure they remember your business above all others? Promotional items such as stickers, bags and stationery are a great way to promote your brand and make your company more memorable. They can also give potential clients a further point of reference should they wish to contact you. Bear in mind however, that most exhibitors hand out promotional material, so the more creative and considered your material, the better!
9. Live marketing
Whilst you’re at the event, promote your attendance by sending out tweets or short blog posts if you have a chance, to help you connect with other attendees.
10. Follow up
Follow up with and potential leads soon after the exhibition. However interesting your stand, it can be difficult for attendees to remember everyone they have met on the day, so don’t wait too long to get in touch with people. One or two days after the show is generally a good guide.
Industry shows are a big investment, so the more prepared you are the better. Make your space and marketing material creative but cohesive and well considered to carefully suit your brand. Enjoy the experience!