Before the event
12 months to go
SET OBJECTIVES: Make them SMART and agree budgets. Whether it’s meeting new prospects, shaking hands with current clients or raising your brand’s profile, make sure you’ve identified your goals before the show and that everyone knows how these will be measured.
4 months to go
STAND DESIGN: Plan and build a stand that can deliver against your objectives. Make sure your stand is noticed amongst the crowd in order to attract potential clients. You can do this by using eye-catching signage, floral and lighting to make you stand out in a sea of stands.
2 months to go
FINALISE ACTIVITY: Double check you have ordered everything and all orders are on track with suppliers, have you booked staff from the office or do you need to hire temporary staff? You will also need to think about how you are going to capture lead details?
3 weeks to go
DRIVE STAND TRAFFIC: Schedule on-stand meetings with relevant industry and local press along with existing customers and prospects. Promote any onsite offers or competitions you will be doing, you want to create a buzz of excitement around your stand, which will encourage crowds to gather.
2 weeks to go
SAFE OR SORRY?: Double check everything is OK with suppliers, staff are booked and you know how you are going to capture lead details.
1 week to go
REHEARSAL TIME: Brief staff on why you are exhibiting and what you expect of them individually. Break each target down into daily or hourly expectations. Give your staff guidance on how you want them to approach visitors, remember first impressions are everything.
After the event
1 week after
HOT, WARM OR COLD?: Collate and identify leads gathered at the show. Prioritise and categorise your leads by their level of interest expressed, order size, requests for further information and even press enquiries. Assess everything in a post-show report.
2 weeks after
BE COURTEOUS: Make general contact with all new leads generated reminding them of your product or service so you are fresh in their minds. Make sure to connect with them on social media so you can keep up to date with what they are doing.
3 weeks after
DEVELOP ACTION PLAN: Devise individual contact plans for all show leads. Try and make personal references about each customer you spoke to, did you talk about a ski break they have planned or a dinner they were going to after the exhibition?
2 months after
SUMS TIME: Wrap up all costs, leads and action points.
4 months after
MEASURE ROI/ROO SUCCESS: Did you hit your investment or objectives?
6 months after
SHOW REVIEW: Looking at what has converted and moved up the pipeline in terms of solid business.