Preparing for the exhibition: planning and implementation

Preparing for the exhibition: planning and implementation


Preparing for an exhibition is always quite hard work. And if you are organizing participation for the first time, it is doubly difficult. But in order to do everything on time and 100%, you need to plan the entire process from filling out the participant’s application to the final analysis of the result of this participation. Be sure to remember that the expected and final results are different, therefore planning is the creation of a model for the implementation of your idea, but not the implementation itself.

Where does any organization of events begin?

First , this is the determination of the budget for participation.

Please note that the budget is not only payment for a stand at the exhibition. Based on the total amount that you can spend, start allocating money to pay for participation and stand design, advertising, printed materials and other materials needed at the exhibition. This calculation should be based not only on what budget you have, but also on the expected result from participation. If you do not plan all the moments, you can exaggerate the budget.

Second, the venue.

You have probably already decided which exhibition you want to attend participation. It is imperative to analyze it to make sure that the exhibition is truly an effective marketing investment for you and your business. Attending the wrong exhibition or going over budget affects the effectiveness and profitability of the event. If you do make a mistake, this is a chance to learn from your mistakes and not repeat them in the future. If successful, you can improve in subsequent projects.

Third, the goals you pursue.

Without a goal, you cannot measure your success. So ask yourself what the purpose of visiting this exhibition is. To increase sales, make new acquaintances, advertise your business or launch a new product? There are various reasons for participating in an exhibition, so make sure you know which ones are yours.

Fourth, result.

Having a certain budget and knowing goals means you can calculate the result you should get. By measuring the total cost of participating in an exhibition in relation to the expected result, you will get a figure that, if the indicator is too low, will be a reason to go back and rethink your budget and exhibition plan.

Fifth, branding and marketing POS materials.

Branding is not just about creating a great banner or a beautiful stand with your logo on it. Think about what you want your branding to say about you and your business. Then, think about how you want your company to be represented at the exhibition stand, what POS materials you need for the presentation (catalogues, booklets, business cards, flyers, brochures, calendar cards and souvenir advertising printing). It is important to create a common branding on all your marketing materials so that one style and one main “message” are maintained. You will be formulating a first impression, so you need to make sure it is the right impression. Don't be afraid to seek expert help if you need it.

Sixth, your staff.

Whether you exhibit yourself or have a team, everyone should be well informed and instructed about your services before the event. In addition, you need to pay attention to how to dress in this case. It is important that your appearance looks harmonious with the overall design of the stand. Everyone must know exactly their role, do what is expected of them, including motivation to work towards achieving their goals.

Seventh, participation at the stand.

Without organizing how you attract potential customers, you'll likely miss out on some great leads. Make sure you know what you want to present to your clients.

Eighth, analysis of participation in the exhibition.

Importantly, sit down and analyze every aspect of the exhibition, how only it ends. This includes measurements of actual targets; determination of the final result, whether the exhibition was attended; evaluate each exhibitor's performance to see where improvements are needed for future events.

These eight points are just a quick overview of the things needed when you plan your trade show, but you'll be amazed how many people ignore even basics.