Todays Agenda

1
Austen Hawkins
2
Todays Agenda

• The Awesome Power of Exhibitions!
• Planning your way to Exhibition Success
• Lights Camera Action
• Essential Follow Up

3
FINISHED FILES ARE THE RE- SULT OF YEARS OF
SCIENTIF- IC STUDY COMBINED WITH THE EXPERIENCE
OF YEARS.
4
THE AWESOME POWER OF EXHIBITIONS
Exhibitions USP

• Permission Marketing
• Face to Face
• Communication vs Conversation
• Experiential Marketing Five Senses
• Size Doesnt Matter
• Delivers all marketing goals at once

5
THE AWESOME POWER OF EXHIBITIONS
Visitor Research

• 74 of visitors are personally involved in
  selecting, recommending or buying products
  services
• 32 of visitors do not see representatives from
  non-supplier companies in their offices

6
THE AWESOME POWER OF EXHIBITIONS

• Controversy Board

• Ever heard of any exhibition stand that
  delivers
• millions of Radio listeners!

• Ever heard of any exhibition stand that
  delivers
• millions of TV viewers!

7
PLANNING YOUR WAY TO EXHIBITION SUCCESS
8
PLANNING YOUR WAY TO EXHIBITION SUCCESS

• SET YOUR OBJECTIVES
• WHICH SHOW?
• PREPARE THE GROUND

9
PLANNING YOUR WAY TO EXHIBITION SUCCESS
What are your objectives

• Sales

• Market Research

• Customer relations

• Brand Building

• Public relations

• Recruitment

10
SET MEASURABLE TARGETS

• e.g a 12 m2 stand at a three day show
• 3 stand staff
• 7 hour day
• 4 qualified leads per hour
• TARGET is 3 x 7 x 4 x 3
• 252 leads

11
SUCCESS OBJECTIVES

• If you cant measure it,
• you cant manage it

12
WHICH SHOW

• www.aeo.org.uk
• www.abc.org.uk
• www.aec.gb.uk
• Fairguide

13
WHICH SHOW - RESEARCH

• Which Exhibition?
• Who owns it?
• Who visits?
• Who exhibits?
• How long is it?
• How much promotion?
• Visitor lists available?
• What site?
• At what price?

14
Aoccdrnig to a rscheearch at Cmabrigde
Uinervtisy, it deosn't mttaer in waht oredr the
ltteers in a wrod are, the olny iprmoetnt tihng
is taht the frist and lsat ltteer be at the rghit
pclae. The rset can be a total mses and you can
sitll raed it wouthit porbelm. Tihs is bcuseae
the huamn mnid deos not raed ervey lteter by
istlef, but the wrod as a wlohe.  
15
PLANNING YOUR WAY TO EXHIBITION SUCCESS

• Plan your stand to meet your objectives
• Tell people why they should visit your stand!
• Make the most of P.R. advertising
• Think about sponsorship opportunities
• Use the web
• Train show staff
• PUT ONE PERSON IN CHARGE!

16
PLANNING YOUR WAY TO EXHIBITION SUCCESS

• CHECKLIST
• Read Exhibitor Manual
• Write stand brief
• Appoint stand designer
• Book stand
• Book shell scheme/additional fittings
• Order essential services - Electrical supply -
  Lighting - Gas - Water and waste - lifting and
  handling - Flooring and handling

17
PLANNING YOUR WAY TO EXHIBITION SUCCESS

• CHECKLIST
• Show tickets/exhibitor passes
• Stand Transportation
• Accommodation
• Staff catering
• Storage
• Staff rota
• Staff uniforms/badges

18
PLANNING YOUR WAY TO EXHIBITION SUCCESS

• CHECKLIST
• Arrange additional stand services-
  PCs/servers- Internet access- AV Equipment
• Give ways
• Brochures
• Pens, paper, lead forms, business cards..

19
PLANNING YOUR WAY TO EXHIBITION SUCCESS

• Stand team briefing checklist
• Goals
• Target visitors
• Responsibilities
• Personal targets
• Activities
• Dress code
• Rota
• Stand products, displays, literature, demos
• Stand location
• Stand/Shows location/timings/health and safety
• Logistics transportation, accommodation, food,
  build up and breakdown

20
PLANNING YOUR WAY TO EXHIBITION SUCCESS

• WHEN BOOKING STAND
• Stand location/type- Corner- Head of aisle-
  Wide Shallow not narrow and deep- Proximity
  competitors- Visitor Flow (away from dead areas)

21
PLANNING YOUR WAY TO EXHIBITION SUCCESS

• STAND DESIGN
• Visibility (height)
• Interior layout
• Visitor flow
• Product display
• Staff position
• Stand out from the crowd
• Be creative

22
3. LIGHTS, CAMERA, ACTION!

• Ask the right questions
• Engage the visitor
• Listen!
• Incentives/Giveaways
• Show offers/Competitions
• Classify all leads
• Earn media coverage

23
3. LIGHTS, CAMERA, ACTION!

• Daily- Reaffirm exhibition goals- Agree target
  for the day- Review stands effectiveness- Share
  market intelligence- Address any staff issues
• Body language

24
Just THREE Seconds

• To get your message across

25
BODY LANGUAGE

• Words 7
• Tone 38
• Body Talk 55

26
BODY LANGUAGE

• What is yours saying?

27
3. LIGHTS, CAMERA, ACTION!

• 4 Step Cycle
• Open discussion
• Qualify visitor
• Get your message across
• Close discussion

28
THE VISITORS

• Get them to your stand - Invite them!
• Stop them help them
• Sell the benefits not the features
• Spend the optimum time with visitors

29
4. REAP THE REWARDS

• Evaluation/Measurement
• Show- Date/Time
• Venue Suitable/Services/Facilities
• Location Convenience/Facilities
• Organiser service
• Visitor Quality/Quantity
• Show Costs
• Targets Met?
• Comments

30
4. REAP THE REWARDS

• Follow up the leads
• Follow up the leads
• FOLLOW UP THE LEADS!

31
THE TERRIBLE TRUTH

• 70

32
WELL SUPPORT YOU EVER MORE!

• Enquiry Line - 01442 873331
• User guides
• Exhibitor Training in many forms
• Web Site www.aeo.org.uk
• Film
• E - Learning