Events like the B2B Exhibition 2017 are excellent ways of telling people about your business so it pays to prepare. We asked some seasoned exhibitors for their tips.
Charlotte Sheehy, Associate – Business Development and Marketing, Leathes Prior Solicitors said:
“Firstly, if you’re not booked in for a stand at the B2B Exhibition then I would go for it. The package is great value and the event is great for networking and brand awareness. Make sure you man the stand well throughout the first part of the day as this is when the event is at its busiest.
Create a competition or a prize draw to collect valuable data from business cards which, provided you seek authority, could be a great addition to your emarketing lists. Make sure you stand out, there is a lot going on at the exhibition so make sure you don’t get lost in the crowd!
Try to have enough people on your stand so that you can take time out to network with delegates and other exhibitors, and attend the free masterclasses.
Follow up! Take careful notes of all enquiries and don’t forget to contact delegates after the event.”
The team at Indigo Swan said:
“Be engaging. People are expecting to just mosey around passing a lot of the stalls, so it’s extremely important to do something easy and interactive.
Be clear. Can people look at your stand and understand what you do?
Also, can the people on your stand explain simply in one sentence exactly what you do?
Be attentive. Make sure when speaking to someone, engage with them and don’t get distracted by other people taking interest. Due to this, it is vital to have a well manned stall at all times.
Smile and have fun. The most important thing to remember is people attract people. Would you naturally gravitate to the stall where people are having fun doing a fun activity or the stall with the person just on their phone
Children’s charity Break exhibits at many events through the year and works hard to try and stand out from the crowd on a relatively small budget. Here are some of their top tips for making an impact:
“Let people know you will be exhibiting. Promote in newsletters, e-signatures and through social media and look for PR opportunities on the back of the exhibition.
Use social media on the day.
Have a strong branded presence, the backdrop, decoration, branded clothing or pin badges – it shows pride in the brand.
Keep the stand organised and tidy – again, shows pride in the brand.
Know the audience and have literature that explains what you do in a way that’s relevant to them. Also have information about other aspects of the organisation to hand – you never know who you will meet and what their interests are. Have something that will grab attention and be a talking point – so people will stop and make conversation. This year, we will have one of our giant GoGoHares.
Interactivity; use a screen to show a video about what you do and the impact you make. People will stop and watch and you can begin the conversation.
Have people on the stand who are knowledgeable about your organisation and who enjoy talking to people. They should be good listeners, be knowledgeable and be able to spot opportunities for potential partnerships.Have enough people available to work the room.
Think about capturing contact details, e.g. a business card draw and the follow up. Ideally, make sure follow up is done the first working day after the event
Maximise impact post event through social media and PR e.g. create a gallery of photos on FB.
Sweets and more sweets…”
Rebecca Houston, Client Services Director, Desire Marketing said:
“The key to a successful event lies as much in the planning as being present at the event itself. The better prepared you are, the more successful you’re likely to find the event. Here are a few tips to get you started.
Research attendees and other exhibitors. See if there is an attendee list. Know who’s going to be there and some preparation. Create a ‘buzz’ about the event.
In the run-up to the event you need to let people know you’ll be there. Use social media to start engaging with visitors well before the event. Make sure you use any relevant hashtags being used by the event. Think about all the touch points you have with customers. Make the most of any opportunity to promote your attendance. From emailing customers and adding details to your website through to simple things like updating your voicemail message and bringing it up in conversation.
They can all be effective in creating a ‘buzz’.
Eye-catching stand design. If you plan to turn up with a tired looking stand and just hand out free pens, you may not get the results you want.
An eye-catching stand design can attract people to come and talk to you. Why not think about hosting a competition or prize draw to attract visitors? Run a video showcasing your products or services. How the staff manning the stand look is also important. Wearing a uniform and/or name badges will help promote a professional image.
Finally, review how the event went. You are likely to learn some valuable lessons for the next event you attend.”
We still have a few remaining stands left at the B2B Exhibition on Thursday 12 October 2017, at Norwich City Football Club starting at £325+VAT. The event is FREE to attend as a visitor with expert masterclasses and 100+ exhibitors to meet with it’s the region’s premier business to business exhibition. Visit www.norfolkchamber.co.uk/b2b
