Make your exhibition WORK!

Resident Organising Guru Dawn Webb updates us on Part 2 of her "How to Make Exhibitions Work for YOU" blog... here's what she had to say about the importance of pre-event communication.

The Importance of pre-event communication - Your Bible for Event Preparation.

OK, so your Organisation has booked and paid for a space at an exhibition, what now? Wait for the exhibition day to come and turn up to represent your products and services?
Well the answer to that is NO! There is so much that can be done between booking and the event day itself. As an Exhibitions Organiser myself, I thought it would be useful to share some tips which I have been learning and picking up since my career started in December 2010.

Firstly, Stuff you have to do:

I have to start with what is (in my eyes!) the most important thing to do….

Read and respond to the information sent by the event organiser. Documents such as the Exhibitor Manual & Exhibitor Information Sheet are not created for fun or sent to clog up your inbox! Everything that is sent out is very important, prepared to help you and should be read carefully and completed, where necessary. The Manual, for example, will include all information you will need to prepare for the show including:
- Directions to the venue
- access & set up times
- opening hours
- catering available
- car parking
- what is included in your stand package and much more!

I understand that the Exhibitor Manual can be a hefty document and may take a while to read through, but by allocating yourself time to do so, you will save yourself time in the future by not needing to ask so many questions. Do not get me wrong, the organiser is always available to answer queries and questions, not matter how ‘silly’ you may think they are.
9 out of 10 times, this information can be found in documents sent to you already.
Any attachments to emails are there for a purpose too. Most forms that need completing and returning play a big part in the marketing of your company at the show. The information that is needed may go towards editorial in show programmes, exhibitor name badge creation and possible pre-event marketing such as Press Releases and website blurb.

Secondly, Get on the band-wagon and get involved!

Whilst the Event Management Company will be doing everything behind the scenes, including their own marketing campaign, it is very important for each exhibitor to promote their own presence.
Whether this is by:

- Social Media Channels
- blogs
- e-mails to your client database inviting them to come and see you at your stand or
- even just good, old-fashioned word of mouth
…it is massively important.

The Event Management Company should be able to provide you with items such as:

- branded buttons and banners for your website,
- logos for your e-mail signature
- branded invitations to send by e-mail
- leaflets to distribute or place in your reception area
-press releases to be used in your local newsletters or papers
……So what is your excuse?

Thirdly, and finally, Brainstorm in a teacup

Decide on your Event Day Strategy with your chosen A-Team.
The exhibiting staff for your stand need to communicate with each other. Have meetings, put your heads together to create your plan of action, work out what you want to gain from exhibiting.

Why are you exhibiting?
- Are you there to gain new client leads?
- Do you want to promote your brand?
- Do you want launch a new product or celebrate an anniversary?
- Do you want to keep an eye on your main competitors?

Whatever the reason, you need to plan your stand and you need to ensure that you get out of the show exactly what it is you wanted.
Let the organisers know of any special activities you are going to do to gain extra marketing coverage.

IDEAS to help you get started...

- Run a free prize draw on your stand
- have an interactive demo for visitors to have a go at
- have pop-up banners, posters, presentations running etc.

Stand out from the crowd, draw visitors to your stand and ensure that your representatives are being ‘approachable’- visitors need to feel comfortable walking over.
First impressions are essential- it could be the difference between visitors walking to you or past you.

REMEMBER…you have paid for this space. You need to utilise everything you have and everything you are given to make the event really work for you.
The organiser is always there to help, in the run up to the event, at the event and after the event. So kick off your shoes, grab some masking tape, replicate your stand size on your boardroom carpet and start preparing the space that could be your next business success!

GOOD LUCK!

If you'd like to know more about making exhibitions work for you, please feel free to contact our Marketing Team on marketing@jobserveevents.com. If you'd like to speak to us about our B2B events in your region, please contact Organising@jobserveevents.com or ring us on 01823 250 930.

Sensory Attraction: is this the way forward for Exhibitions?

We're event organisers. We love what we do, and what we do, we do it well. This week, one of our Fundi's, Dawn Webb, gave us her thoughts about what she sees trending in the exhibition space... here's what she says.


It has been researched and is well-known that B2B exhibitions are an invaluable way to reach new customers, keep track of competitors, network and sustain existing customers. It is the best way to get so many decision-makers in the same place at the same time and allows people to get their message across to the correct audience.

As an exhibitor, how can you ensure that you make the most out of the shows as you possibly can? Taking you straight past the preparation that you will do in the lead up to the show, I want to outline the importance of the 5 Senses and how to use them to attract potential new clients to your stand as well as making you memorable!


Sight: I will start with the obvious!

Your stand needs to be attractive. The visitor’s eyes need to be drawn to your stand over every other stand in the room.
The basics are having posters, banners & pull ups which state your brand colours and logos and key points about the services or products you offer.
The more complex can involve:

• Uniforms/costumes

• The use of AV equipment such as Plasma screens, computers and projectors running presentations, websites etc

• Full stand cover graphics.

• Even items such as branded pens, keyrings and mousemats are very useful to give away. These items are likely to stay in people’s sight for a lot longer than just the event day!

The sight aspect covers the ‘First Impressions’. If your stand looks attractive- you’ve won half the battle!

Hearing: Listen Carefully….

Your representatives need to be confident in what they are pitching so that what the visitor hears is appealing to them. The information needs to be clear and concise. The conversation between exhibitor and visitor needs to be just that….remember not to talk your potential clients into a deep sleep!
Ask them questions, find out what they are looking for and tell them how you can help.
Hearing is not all about the pitch, however. Feel free to utilise thing such as videos with sound, use music etc.
It is only human for people to source where the interesting sound is coming from!

Smell: Sniff out the competition…

Who doesn’t love the smell of freshly baked cakes, freshly roasted coffee or something cooking? Or even the smell of freshly cut grass, cleaning products or beauty products?
It is natural behaviour to follow your nose and find the source!
(Please note: This does not include eating your lunch on your stand!!)
This is not something that people usually think about, but can be a very effective measure!
Especially if any food related items are ready to try. Leading me nicely onto….

Taste: Truly Scrumptious….

Who can resist the temptation of a FREE chocolate brownie, cupcake or a glass of smoothie or a taster of wine? By attacking the taste buds of innocent visitors- you are winning them over!
You have got them to your stand- use this to your advantage!

Touch: A Hands on Approach….

Interactivity is hugely important. Is there a better way to prove to your potential clients how great your product is than by actually showing them there and then?
Product demonstrations can be a great way to draw people’s attention. Let them have a play- see first hand how this product or service can help them.
If it is more relevant, bring along samples. For example, if you are a furniture business, bring along some items and materials- use different textures. If you are a carpet company, bring some examples etc etc.
It is natural for a human being to be curious and let ‘small’ things such as the above take over their thoughts for a time period! Personally, if I can smell some cake somewhere- I will not stop until I have found it!

Using the ideas above (and more of your own!) will draw people to your stand. Whether they are looking for your product/service or not- you have got them there! Talk to them, exchange business cards. It may not have been their intention but you will last in their memory longer than many other people they will have spoken to that day. And that is the key- make your brand last, be the first company that they will recall. (Even if it was because you were the stand where they had that yummy cake!)


Dawn Webb is an Event Organiser with JobServe Events. If you want to contact her, please feel free to email organising@jobserveevents.com