Philip Chafer

Getting the best out of an Exhibition

Attending an exhibition (or trade show as they are also known) as an exhibitor is great opportunity for you to showcase your business, get your brand well known within your market space, and grow your network.  They require a lot of time, preparation and money but if done well, they can be incredibly beneficial.

We have created some top tips in how you can get the best out of attending a trade show:

“We have created some top tips in how you can get the best out of attending a trade show.“

What do you want to achieve?

It’s important to know why you’re exhibiting and what you’re looking to achieve by going. As already mentioned, Exhibitions are costly, and it’s important to only go if you know you will get something that will benefit your business. If you decide to attend, have some measureable targets in mind.

Make use of your stand

Your stand needs to help you deliver your targets, and showcase your business. No matter what size stand you decide to take (which normally depends on your budgets) it’s important to make sure it reflects your business, is attractive, visible and attractive.

Have well trained staff

Stand success is down to your team. It’s a good idea to appoint a team leader who can report back to you on how the show is going, and who you can tell what your expectations are of those attending the show, so that it’s clear from the start.

Pre Marketing

This is a great way to invite people to your stand. You can use your website, social media channels and any email communication to shout about your attendance, any new products or services you’re showcasing, and invite people to come to your stand.

Have a good sales pitch

75% of those that attend trade shows are there to invest for the future of their business. It’s a cost effective way for them to look at your competition and make a decision as to who they will work with in the future. It’s therefore incredibly important your pitch is up to scratch. Ask open ended questions and get people to open up about their needs and requirements. Prepare for questions that could be asked or answers that could be given so that you can go back with the answers quikly and not get in a fluster.

Be interactive with your audience

Not everyone is the same. If they were the world would be a very boring place. Hands on displays work well at gaining interest, or having a competition to advertise is a great ice breaker and a way to attract people to a stand. Try not to pounce on people as they walk by as this can put people off. Provide a reason for people to talk to you, and make eye contact and approach if they reciprocate.  

Give people your full attention

It’s important to focus on why you’re at the exhibition in the first place. To ensure you don’t have any distractions, pop phones out of reach or turn them off. When chatting to a prospective client, listen to what is being said to you and state how you can help them. Try and keep conversations as short as possible, but be prepared for the fact that this is not always the case.

Follow up after the show

Gather as much contact information as you can from all those that you talk to – either by asking them to fill in a form or by scanning their bar code on the badge which will have all their contact information and you can get after the show.

Make use of all the information you have been given. Formulate a plan of how you will follow up all leads from the event, and don’t leave it too long after the event before you make contact with them, as you could miss out to the competition.  

With nearly 30 years recruitment experience in the healthcare industry, we work with leading companies to find sales marketing and management roles in DentalMedical DevicesAnimal HealthConsumer, ScientificHealthcare Communications, and Pharmaceutical sectors.

If you’re seeking a new role within the health care industry and you’re looking for support and guidance, you can register our detailssend us a message with your CV or call us on 01494 818 000. 

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