4 Reminders Before You Exhibit At An Event
In the UK alone, there are over 1.3 million business events held annually. Therefore, selecting the right exhibition for your business can significantly impact your overall success and ROI. While it might be tempting to stick with an event you've attended before, given the ever-evolving industry and consumer trends, it's essential to assess whether established events are keeping pace or if there are newer ones that might be a better fit for your business.
Here are four factors to consider when planning your event calendar for the year:
Why are you exhibiting?
Before taking any further steps, it's crucial to establish a clear objective for your decision to exhibit. Consider the following questions:
- Are you aiming to raise brand awareness?
- Is your goal to launch a new product or service?
- Are you focused on strengthening relationships with existing customers?
- Are you seeking to establish new contacts and generate sales?
The answers to these questions will help determine which exhibition to attend and how to effectively engage with it.
For instance:
- Larger shows designed to target multiple industry verticals may be preferable if you intend to expand sales into new areas.
- Niche events can enable more targeted conversations, potentially resulting in higher volume sales and better quality leads, as they attract a specific and often highly interested audience.
Your objectives and target audience should guide your choice of exhibition.
Who do you want to meet?
Exhibition organisers typically aim to maximise attendance numbers, but it's essential to recognise that the quality of the audience can often be more valuable than sheer numbers. While a constantly busy stand may impress senior management and partners, it's the conversion of those attendees into results during post-show analysis that truly determines the success of your participation.
Consider the following:
- Have you identified your customer persona, and is this persona representative of the audience the event is expected to attract? Understanding your consumer demographic is crucial for success.
- Engage with your current customers and inquire about the shows they attend and the reasons behind their attendance.
By delving into these questions and involving your existing customers, you can gain valuable insights into the events that align with your target audience and objectives. This information will help you make informed decisions about which exhibitions to prioritise.
Are your speakers compelling?
"Content is King" is a commonly heard marketing phrase today, and it should not be overlooked when evaluating your event options. Remember that "Distribution is Queen." Keynote speakers play a crucial role in changing the minds of their audience, persuading them to see, know, or believe something new.
Here are some points to consider:
- Seek out keynote speakers whose talks align with your product or service. Their attractiveness as speakers can attract a more discerning audience.
- If your business has its own notable figures or experts, exhibiting at an event can provide an opportunity to feature your own speakers and even influence the focus of keynote events. You can explore this possibility by discussing it with the event's sales manager. Sometimes, they might offer this as part of a deal to encourage you to take a stand.
Leveraging compelling content and influential speakers can enhance your event participation and contribute to your overall success.
Setting Your Budget
When planning your participation in an event, it's crucial to consider not only the space size and build requirements, which are the most apparent costs, but also all other associated expenses, including travel, accommodations, marketing, catering, and collateral.
To effectively manage your budget, categorise your expenses into three main areas:
- Space and Stand: This includes expenses related to your stand design and setup. Consider whether you'll opt for a shell scheme, modular frame, or a bespoke build.
- Stand Services: These costs encompass collateral, visitor attractions, and catering services that you plan to provide at your stand.
- Staffing Costs: Determine the number of staff required and for how many days they will be present at the event.
As a general guideline, you can calculate your overall budget by multiplying the cost of your stand space by three. This estimation should help you assess whether your business can afford the event.
Before committing to an event, it's essential to conduct a thorough cost analysis and ask yourself, "Can we afford it?" Ensuring that your budget aligns with your goals and expectations will contribute to a successful and financially sound event participation
