You need to be sure your event is targeting the

correct demographic for your market.

• Is the foot-flow worth the cost of exhibiting?

• Is the venue well-suited to your products and

services?

• Is the layout well designed for visitor-flow?

• Can people buy lunch to extend their visit?

• Are there other seminars available for visitors?

You need to consider possible ROI of exhibiting

given the costs and time-out for your staff.

If you decide to attend the event, make sure you

have booked your place as some book up well in

advance.

• If cost is high, consider asking the organisers

for spread payment.

• Some organisers charge per square meter

so plan your display size now.

• Balance your display size so you are noticed

but not incurring too many costs.

• The design impact may be more important

than space size!

Get an idea of how much you’re willing to spend on:

• The exhibition stand/display

• Additional flooring, seating, lighting,

incorporated technology (e.g. iPads,

television screens, etc.)

• Promotional materials

• Transport/Accommodation/Food costs

• Wages for team/staff manning the stand

Once you’ve decided this, plan how you can spread

expenditure so it doesn’t all come out at once.

Most spaces should have been allocated at the

event. So find out who else is there!

• Who is pitching near your stand?

• Make your focus unique to you – make sure

you stand out.

• What brand colours do they use? Try to use

contrasting colours of your own.

In short make yours so different that it is memorable

to those who visit the exhibition!

Which products or services will you be focusing on

for this event?

• Remember it is possible existing customers

as well as potential customers may be there.

• Direct sales, showcasing products, or are

you just there for exposure?

• An event may be a great place to launch a

new product or service.

• Are you hoping to data-capture?

The answers to these sorts of questions will impact

everything about your display for the day!

Getting the right number and the right kind of staff

for your exhibition day is vital.

• Your stand should never be unmanned!

• This includes planning for lunch breaks.

Also consider travel arrangements and costs.

If your event requires trains or flights, then often

booking these well in advance can lead to

considerable cost savings for your attendance at the

event.

Do your homework!

Now you can get practical!

• Full pop-up display stand?

• Lighting systems

• Incorporated computer terminals or

tablet computer displays.

For a lower-key or smaller display consider

• Podium Stands and

• A simple back-drop banner.

Use this time to find the right supplier for your

equipment and compare prices and quality. Also

decide whether you or they will provide artwork.

Who do you want to do the design and printing?

• a printing company?

• design agency, or

• you

Think about the graphics you’ll be using and get

feedback from a select number of people

Leave time for alterations and numerous drafts, so

the process isn’t rushed

Get your design off to the printers or exhibition

equipment providers, so that there is plenty of time

for specific stands or parts to be ordered in if they’re

not in stock.

Ask for a proof if appropriate of the final design on

your chosen display equipment, before it’s actually

printed so that any final changes can be

implemented from the start.

Ensure you get an estimated delivery date for your

designed display stand, that is well in time for

practice put-ups.

What kind of promotional materials do you want on

your display?

• Is previous literature still appropriate?

• Update style or design of any leaflets to

reflect where your company is at now.

• Leave enough time for new leaflets,

business cards etc to be printed.

• Consider any ‘takeaways’ for your visitors –

try to be inventive and non-predictable to

ensure you stand out compared to other

exhibitors.

Again remember to leave time for extra design.

It is important your staff feel ready for the day.

• Consider running a training session.

• Give people roles and communicate your

objectives ahead of the event.

• Trial set-up and tear-down procedures so

everyone is confident with the process.

• Keep all your equipment and materials in

one place to ensure loading is smooth and

easy on the day.

• Get everyone on board with promoting the

event and your presence there.

You only get one chance at a first impression!

Start promoting your presence at the exhibition

to existing clients

• Encourage them to drop by your specific

stand number - give them directions!

Use Social Media

• Use all the relevant event, venue, and sector

hashtags.

• The more you promote, the more people

you’ll entice to your stand!

- Practice Setup and Tear-Down

- Gather everything in one place so loading is

easy on the day!

• Re-instigated contact with each of the leads/

contacts you made – even if they didn’t

express an interest in a service or product.

• Even “it was really nice to meet you” email,

can re-enforces your brand and can include

a link to your website to keep in mind for

the future.

• Ensure any promised communications

(quotes, proposals, additional information)

are followed through within the week!

XL DISPLAYS LIMITED38-39 Manasty Road, Orton Southgate, Peterborough, PE2 6UP

Call: 01733 511 030

E-Mail: sales@xldisplays.co.uk

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https://www.xldisplays.co.uk/