If you’re going to go all out and order a bespoke exhibition stand – which we commend you for – then it makes sense to have an event and exhibition strategy. Setting KPI’s and realistic targets to work with for each event you attend is crucial to the overall success of your involvement.
Going into these marketing and networking events unprepared is the quickest way to lose a lot of money and waste valuable time. That being said, there are still plenty of businesses out there who go into the exhibition world without a plan, subsequently missing out on potential clients and much more besides.
So, if you want your next event to succeed, then keep reading. We’ve listed some of the most common mistakes and pitfalls businesses just like yours fall into.
Attending an event for the sake of attending.Whether your competitors are there or not, it makes sense to scope out why before signing up yourself. Look through the list of current exhibitors and ask yourself “What’s in it for my business?”. If you’re looking to expand into new areas, then make sure this event allows you to do so with ease.
Not making your bespoke exhibition stand work for your needs. You might have a vision and a plan for your next event, but unless your stand delivers what potential customers are looking for, then you’re going to lose out. Attract their attention with something eye-catching and follow it up with something relevant to the visitors you want to attract.
Not having a procedure in place for capturing leads and business information efficiently and with ease.Whether this is a clipboard and a form to fill out or a digital questionnaire on a tablet, ensure that you do have a way of capturing this crucial data. One of the biggest mistakes businesses make is not following up on leads or waiting too long before contacting with new connections. If you keep in touch, potential clients will have an easy time deciding who they want to work with
Not having cohesive and fluid branding.If your marketing literature, bespoke exhibition stand and staff are all portraying a different representation of your business, it gives the impression that you aren’t organised, on the ball or ready for events. Branding is important, so keep it simple, consistent and to the point – this is how people will remember you!
Not promoting the event in advance. Promotion is key if you want your next event to be successful. Not only do potential customers need to know you are attending, but it means they will be more prepared to connect and more likely to close a deal if they actively seek you out. This can only happen if they know you will be there!
Not setting realistic KPI’s or targets that can be measured. This is one of the most important parts of exhibiting – knowing what you want from it in order to get your money’s worth. Set clear targets before the event and a have a plan of action in place to get you there!
Now you know the mistakes that other businesses make on the exhibition circuit, it’s important to evaluate how you approach them, too. For more resources and advice, please visit our blog or contact our team if you want to know more about custom exhibition stands.