Running a successful exhibition stand

Theresa Summerfield

25th September 2008

• The exhibition stand

• Visitors

• Etiquette

• Sales techniques

• Do’s and don’ts

Topics

Pre-exhibition checklist:

• Goals

• Target visitors

• Responsibilities

• Targets

• Activities

• Dress code

• Stand – products, displays, literature, demos

• Stand location

• Stand – timings, health and safety

• Logistics – transportation, accommodation, food, set-up, breakdown

Stand

Basic calculation to work out how many leads (contacts) you can get from an event:

• Number of staff

• Each staff member qualifies one contact every 10 minutes (6 per hour)

• Number of hours

For example:

• a 12 metre stand requires 3 members of staff

• 6 contacts per hour

• 3 day event, from 10:00 – 17:00, with an hour lunch break (6 hrs)

3 x 6 x 3 x 6 = 324

Why exhibit?

Permissive marketing

Face-2-face contactExperiential marketing

Give people a reason to find you

• Offer a reward / freebie

• Send contacts postcard with a map showing stand location and number

• Email existing contacts with new developments

The average visitor walks past a stand in 3-4 seconds – we want to attract their attention, make them want to stop

Stand needs to look professional, friendly and inviting

2, 3 people on the stand at a time; maybe 4 when busy (rota)

No second chance, only 3 seconds to make an impact!

First Impressions count!

Existing users

• Blog

• Printed material

• Technical development

• Registration

• New projects

• Schedule meetings - managers

WIIFM : What’s in it for me?

New users

• Demo site

• Take details (design a special form for the event)

• Registration

• Leaflet

Have publicity materials on display, but don’t hand them out unless they ask for them

Categories of visitor

The really interested

The curious

The don’t want to knows

Stand etiquette 1 : What people see

• Facial expression

• Smile

• Eye contact

• Posture

• Body language

• Clothing

• Grooming

Stand etiquette 2 : The words we use

• Effective open questions

• Probe to extract level of detail

• Focus on features and benefits

• Be succinct, energetic and enthusiastic

• Utilise technical expertise

Thank you!

Do you use

Intute?

Stand etiquette 3 : Stand staff

• Enthusiasm

• Professionalism

• Energy

• Positive attitude

• Reliance

• Wear smart dress

• Body language – positive

• Smile!

• Approach people – “can I help you?”

Stand etiquette 4 : Do’s and Don’ts

• Take refreshments on the stand

• Yawn, scratch etc

Sales technique

1

secure

approach

2 engage

34follow up

Visitors will be thinking:

What I hear I forgetWhat I see I rememberWhat I do I understand

Any questions?

Thank you!