Exhibiting at events can be a fantastic opportunity to reach your target audience and increase your brand awareness. Though exhibiting at events is more than turning up on the day, it involves in depth planning to ensure the success of your day.
That’s why we’ve created the complete exhibitor checklist, to help you ensure a seamless experience for both your business and your stand visitors. In this blog post you’ll find all the necessary items to keep in mind in the run-up to the event as well as during the event and after the event.
Before the Event
Event planners typically have their checklist 6-9 months prior to the event, for an optimal exhibition experience, start preparing for an event 3-6 months prior.
Event Goals
After choosing the events which most align with your business, it is important to set event goals. What is the purpose for you exhibiting? Are you wanting to increase your brand awareness, are you showcasing a new product or are you aiming to enter a new market? Also consider the number of sales opportunities and leads you want to make per event, as well as the ideal number of stand visitors you may want.
Budget
Establish a clear budget that covers all aspects of your exhibiting journey, from stand design to promotional materials. A well-defined budget ensures financial efficiency during the event and maximises your ROI.
Consider Sponsorship
Explore event sponsorship opportunities to elevate your visibility while exhibiting. Being a sponsor not only enhances your brand presence but also provides additional avenues for engagement and recognition.
Event Stand
Speak with event organisers to see what stands are available, they will most likely be in a tier system with different price points, which may enhance your event experience depending on their location. Think about the configuration of the stand and the added benefits of having digital signage to engage and attract attendees.
Event SWAG
Plan any enticing giveaway items or SWAG you need for the event, allow for manufacturing and delivery times before the event. These branded goodies create a lasting impression and serve as memorable tokens for event attendees and potential customers.
Marketing Material
Prepare an ample supply of business cards and informational leaflets, these serve as quick references for attendees interested in your products or services. Also check to see if the event you are exhibiting at has an event app for digital business cards.
Prepare Staff
Invest time in training your staff prior to the event. Equip them with product knowledge, engagement strategies, sales pitches and a customer-centric approach to ensure a positive and informed interaction with attendees.
Research the Event
While preparing for your own expo experience, it is also worthwhile exploring what other businesses will exhibit at the same event. Assess which exhibitors are competitors and which ones will be valuable to connect with. Understanding other exhibitors can inspire innovation and provide valuable insights.
Utilise Social Media
Leverage your social media channels to promote your event attendance. Share with followers behind the scenes of your exhibitor stand and follow event-based hashtags to keep up-to-date with event news.
During the Event
Engage with Visitors
Take the opportunity to attract and interact with attendees who visit your expo stand. Be approachable, initiate conversations, and showcase the unique aspects of your products or services.
Schedule Follow-Ups
While you have attendees and exhibitors engaged with your stand, take that opportunity to book in follow-up calls and meetings
Enjoy the Day
Throughout the busyness of the event, ensure to also take time to enjoy the efforts of your event prep and experience the overall event. Factor in time to walk around the expo hall, listen to key speakers and collect freebies.
After the Event
Nurture New Contacts
Ensure to follow up on leads and connections made to see if your pre-set event goals will come into fruition. Provide additional information, answer queries, and foster potential relationships. Timely follow-up is key to converting leads into lasting connections.
Post on Social Media
Keep the post-event momentum alive on social media. Share highlights, testimonials, and any post-event offers. Utilise social platforms to reinforce your brand's presence and celebrate the success of the event.
Keep in Contact
Maintain open communication with the event organiser. Share feedback, express gratitude, and stay informed about upcoming opportunities. Building a positive relationship with organisers can lead to future collaborations.
Post-Event Evaluation
Assess the success of exhibiting at the event. Compare your initial budget with ROI and cost per lead. Also examine the number of connections made and gather feedback from event staff to realign strategies for future events.
Final Thoughts
Exhibiting at an event may seem like an overwhelming task, but with thorough organisation and attention to detail, it can be a fulfilling and successful experience. By using the exhibitor checklist provided in this blogpost, you can ensure you complete all necessary tasks prior, during and post the event to maximise the impact of your exhibitor experience.
For more best practices and helpful tips for exhibiting at events, check out our insights.
