Getting the most out of the exhibition!

Lesley-Ann Noel

What do you hope to achieve?

Selling Objectives

•  Stimulating sales

•  Maintaining relationships •  Disseminating new information

•  New Product Launch •  Building company image

•  Brand promotion

What do you hope to achieve?

Non-Selling Objectives

•  Determining market needs •  Spotting trends •  Testing new ideas •  Making new contacts •  Increasing exposure •  Assessing competition •  Gathering market information

E-Marketing for SMEs

E-Marketing for SMEs

•  Email List •  Facebook Group

•  Facebook Ad

•  Blogs •  Twitter

E-Marketing for SMEs Facebook

Group

E-Marketing for SMEs Facebook Event

E-Marketing for SMEs Facebook Page

E-Marketing for SMEs Facebook Ad

E-Marketing for SMEs Twitter

E-Marketing for SMEs Blog

Better booth design

•  Make it easy to enter your space

•  Draw a plan or do a ‘mock-up’ of your booth before going to the fair

•  Tell a story with your displays

•  Color and props impact merchandising

•  Use adequate lighting

Better booth design

•  Raise the display area from table height to 6 - 8” higher. Do not display goods under waist height.

•  ‘Skirt’ areas below waist height and use for storage.

•  Use multiple level displays and shelving to make booth more attractive

•  Flooring enhances the feel of the booth

•  Stand and greet your customers. If you can’t stand, sit on a high stool not a chair.

Before the Show

• Plan participation and set goals. If no goals are established (i.e. sales, orders, gathering market information etc._ then there is no basis for determination of whether the event is successful or not.

•  Consider the theme of the show, if any, and

plan the exhibit to optimize visual information and impact.

Before the Show • Do basic research on the opportunities which

may exist in the target market for your product

• Organize promotional material such as

business cards, post cards and catalogues weeks in advance to avoid running out.

• Plan incentives, special promotions, sampling and give-aways – make sure these are carefully designed to be interesting and to have a lasting impact.

Before the Show

• Prepare a toolkit with pliers, scissors, tape, hammer, nails, screwdrivers, tapemeasure, glue, markers etc. to make adjustments to the

booth. Don’t forget to take your camera to photograph the booth!

• Use the tool kit check list provided at end of presentation!

During the Show

•  Ensure the site of the booth is as agreed, and the requested furniture and signage are available.

•  Ensure that once set up your display does not encroach on aisles, exits or other booth spaces.

• Review the lighting conditions in relation to the

products being sold and ensure adequate lighting

During the Show

•  It’s your job to entice buyers to the booth through good communication and effective use of booth space. Greet all visitors standing up and looking welcoming.

• Be vigilant about collecting business cards

to add to your database. Make notes on the back of cards to remind you what the follow up action should be. Take detailed notes of each enquiry and classify enquiries in terms of follow-up required.

During the Show

•  Identify press visitors and be willing to participate in interviews. Ideally prepare several media package with a press release and good digital photos for the media.

• Have wholesale and retail pricelists, as well as order forms/ books and bill books readily available

After the show: •  Dismantle booth and fixtures

•  Ensure final payments are made to organizers, and/or

service providers

•  Complete bank transactions done at fair – convert

currency, change cheques, reconcile credit card

transactions

After the show

• Review show achievements (measure immediate sales and orders)

• Visit potential buyers in the market, including

those who did not attend show • Record new product ideas/ possible

innovations based on feedback

•  Immediately follow-up on enquiries received during the show. Confirm orders.

•  Immediately follow up with all interested potential buyers. Provide additional information on promotional activities for your business e.g. discounts, other trade shows, market visits etc

•  Prepare product development, marketing, production, finance and exhibition plans for the following year.

After the show