How do you ensure the best success at your next exhibition? Start by working it out backwards.
Establish the whole reason why you are going to exhibit at this particular show. Is it to gain new leads, brand awareness, market research? Once you have established the reason you can work on how to achieve your targets. So you know the date of the show. Work your plan backwards – look at the deadlines organisers will have imposed on the exhibitors to ensure a smooth running of the show. But more importantly, work out your marketing plan for this particular show. Check the deadline for submitting PR articles to the organisers and adjust your marketing communication to reflect the main reason for this exhibition. Specify target audience and establish deadlines to reach them and ensure as many as possible visit your stand because you have invited them.
Looking at all of the activities you would like to do/plan to do should give you a good time framework to which you can work towards to achieve all of your goals. The more you are prepared the more activities will get done on time and more visitors will come to your stand to see what you have to offer.
Don’t forget to include the time to write/prepare post-event communications. You will not have the luxury of time once the show finishes – the quicker you contact your leads the better the return as they are more likely to remember you and stay engaged with you. So any post-event emails, catalogue posting etc should be pre-written and prepared in advance to save time after the event.