Exhibiting with confidence

We’ve been busy expanding and developing our existing service offerings here at Black Iris and we thought it was about time we told you all about our exhibition training services.

Exhibitions are a fantastic marketing tool for companies and they serve a great purpose for seeking out new business and strengthening existing relationships. In a bid to stand out against the rest, companies can spend hundreds – and often thousands – of pounds on their exhibition stands. It’s crucial to stand out against competitors, but what is often overlooked is the ability of staff working on the stand to do just that. After all, once the stand has captured passing visitors’ attention, the work is down to company representatives to sell the business and generate leads.

Working in collaboration with Zebra, we provide informal, half-day presentation and workshop-based training sessions to companies and staff responsible for exhibiting at trade exhibitions. We share our expert knowledge of event etiquette, pre- and post-event publicity, generating leads and managing leads post-event. Our aim is to help companies maximise the full business potential and value that exhibitions offer, by training the team members and staff managing the stand, so that revenue invested will be excellent value for money and exhibitors can exhibit with confidence!

So get in touch, let us know your requirements, and we’ll email everything you need to know about our training sessions.

Busy exhibition stand
Busy exhibition stand
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Reusable stand at ecobuild 2013

ecobuild show is all about sustainability, innovative construction and re-usability of building materials. So it only makes sense for a company that makes a living out as an online exchange for construction surplus and re-usable materials. Recipro can be used to pass on leftover building supplies or to source good quality, low cost construction materials.

Our client, recipro came to us with a brief that the stand has to be contemporary, simple and reusable. Our modular system was just the right solution. With slim aluminium frame that houses individual Foamex panels to display graphics on gives the whole stand contemporary edge, clean finish and it takes only 100mm of depth of the stand. It doesn’t require a team of people to put it up and take it down and the graphics can be re-used for the next show, keeping the cost low as well as reducing the waste.

We think it makes perfect sense but don’t take our word for it, the pictures speak for themselves. The size of the stand is 3x4m and the system is available to hire, just give us a call on 01978 780421

Modular exhibition stand
Contemporary graphic modular exhibition stand
Modular exhibition stand
Contemporary modular exhibition stand
Modular exhibition stand
Contemporary graphic led display at exhibition

Modular graphic display stand for hire

We have added a new product to compliment our bespoke design and build side of the business. Following several enquiries from existing clients and some new, potential clients asking for a graphic display stand that isn’t the usual pull-up or pop-up stand we have found an amazing product that we showcased at a local exhibition.

The framework is light and made out of aluminium and the graphics panels are printed on foamex boards. The counter is stunning with front and back graphic panel to allow for branding.

We showcased the stand yesterday and the response was amazing with a few orders taken and several enquiries to hire the stand for bigger exhibitions. This is perfect to sit inside a shell scheme as it is the same height and therefore covers the usually unsightly walls. The system is highly adjustable and can add iPads, screens and literature holders and it will also sit at 90 degrees to form a corner.

The system is completely double sided and would look stunning as a wall or a room divider with graphics on both sides or in showrooms.

To find out more about the sizes and prices please call 01978 780 421.

When to hire an exhibition stand?

A rule of thumb says that if you are going to use a particular exhibition stand more than three or four times it pays to buy it. If a majority of your shows are on the back of conferences in hotels, universities and venues other than exhibition halls and you already have graphic displays that you are happy using at those shows but you wish to make an impact at that one-yearly show in a bigger venue and with bigger competitors then it pays to hire a bigger stand just for that show.

If you want to make an impact and stand out only once a year at an important event then hire a stand. Let’s face it – it is likely that in a year’s time you will want a different stand anyway. So why invest a large sum into something that you might not like anymore the year after.

When you hire a stand you still receive our full service of installation and de-rig, transporting of your equipment and marketing collateral, liasing with the organisers, coordinating with graphic designers, printers and AV hire companies. You don’t have to worry about storage of the stand or whether the design will stand the test of times. Because next year you can do exactly the same but with a new look.

You may save the graphics for the next year but in all honesty, these are usually used for one event only. So don’t get sold into the “you can reuse the graphics next year” scenario because I am willing to bet that chances of this happening are very slim indeed. Therefore always budget for a new set of graphics for each show. After all, your business will have grown from the last year and chances are, so will your message to the visitors.

Hire an exhibition stand
A modular exhibition stand to hire

Work it out backwards

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.

Prepare for exhibition

5 key benefits of exhibiting

This morning I attended (undercover) an exhibitor’s networking morning for RWM exhibition at the NEC. I was invited by one of our clients but really wanted to go and listen to John Blaskey talk about how to get the best out of your exhibition or as he puts it, don’t make an exhibition of yourself.

Regardless of the years of experience we can have in our respective industries it is always good to hear the basics especially when delivered by an expert such as John.

We all want exhibitors to have a successful show. The organisers, the stand builders, graphics people, printers, logistics companies… Happy exhibitors mean repeat business for us all. So anything we can do to help you make the most of your show, please just ask.

It doesn’t matter how big or small your stand is, whether you commissioned us or not, you can still come to us for straight forward advice.

And to leave you with food for though and perhaps get you thinking about attending that show you’ve been thinking about, I want to share from this morning the 5 key benefits exhibiting offers:

Non intrusive marketing/ permission marketing (people come to you, they want to know what you do, what your offer is, what is new in your business)

Market research – a perfect opportunity to listen, find out about your industry. Who do they deal with now if not you? Do they have a project you can quote on? It is a listening exercise, ask the right questions.

It is personal, you can start new personal connections, it’s face to face networking. No social media will ever fully replace the value of face to face interaction.

It is measurable. Plan it properly, set goals and measure them. You want to know your return on the investment, don’t you?

You get to deliver a total brand experience of your organisation (services, product, value, experiences).

But the main key to success is planning. Plan, prepare and execute for a truly successful show. And of course, give us a call for any help you may need along the way. Or email Q&A@blackiris-exhibitions.co.uk

Planning your next exhibition presence?

Are you planning your next exhibition presence but don’t know where to start? The big exhibitor manual is scary with so many forms to fill in, which ones do you need and which ones you don’t?

Have you got your marketing strategy in place, PR, stand contractor? Have you appointed a project manager for this or have you picked someone in the company with an already busy schedule?

Don’t waste a great opportunity to turn this investment into a great return. You are presenting your company to a target audience. They are there to find out who is who in the industry and what have they have to offer. It is the perfect opportunity to get noticed so make sure you do it right!

Where to start? By sitting down, establishing the deadlines and then making a plan of what happens when and who is responsible. And as with everything else in life, it pays to call in an expert to make sure the experience is as smooth and as trouble-free as possible. If you are an inexperienced exhibitor, give us a call.

We will help with the project management of every aspect of your exhibition whether you are using pull up graphic displays, hiring a modular system or are having a bespoke stand build. We will help you make your show a successful one and you don’t even have to get a stand from us!

So call us on 01978 780 421 as soon as you have thought about your presence at the next exhibition.