Participate in an exhibition
National trade fairs have been organized in the Netherlands since the early 20th century. Because of the First World War, the Netherlands was forced to focus more on producing products domestically because the import possibilities were limited. As a result of this, domestic trade flourished and there was a need for a central place where domestic trade contacts could arise. Following the example of the trade fairs in London and Lyon, the association to hold annual fairs in the Netherlands was established in Utrecht in 1916.
To this day, exhibitions play an important role in getting new contacts, gaining inspiration and knowledge, and of course sales.
At Studio PG we have over 25 years of experience. In these years we have gained a lot of knowledge about participating in an exhibition and below we give some tips for a successful trade fair. Do you want personal advice or more substantive information about this content? Then contact us.
8 tips for a successful
participation in an exhibition!
Determine your objective
This is where it all starts. Because by determining an objective, you lay the foundation for a measurable result. The more specific the objective, the better you can evaluate the success of participation. Also, you avoid internal subjective discussions.
Determine your target group
Who would you like to welcome at your stand? Existing customers by invitation or do you want to tap into a new group of potential customers? Determining the target group is also related to determining the objective. But there is a difference between them. That is why it is important to define both of these separately. The objective and the target group are also important principles for the design of the stand.
Make a budget
A good budget prevents overruns and surprises. It also creates a realistic view of the wishes and expectations. The budget consists of a number of elements, the 'm2 rent of the fair,' the 'stand design, stand construction, transport, finishing', the 'facility costs', the' catering during the fair ', the 'marketing costs', possible 'personnel costs, including accommodation and food' and 'unforeseen'.
Marketing plan
When you have determined the objective, the target group and budget. Then you can also set up a marketing plan for the activation. How do you ensure that those potential customers also visit your stand and not only the one of the competitor? And how will you strengthen the bond with your current customers? These are elements of the marketing plan for an exhibition participation.
Create a script
During a trade fair, many things will come your way, so it is advisable to prepare a script in advance. What needs to be done on the stand before opening? For example, cleaning all tables and products, are all products turned on? Is there enough coffee and tea? Also, make an overview of all appointments. This way, everyone knows when which (potential) customer is expected so they will be properly welcomed. Stand occupancy per day is also an essential part of the script.
Brief the stand crew
During a trade fair, visitors do not know who to turn to for a question. They will therefore address the first best person of the stand crew. It is therefore useful to start each morning with a short kick-off for the entire stand crew. Walkthrough all parts of the stand and review the customer appointments for that day. Agreements can also be made about various tasks.
Daily evaluation
A trade fair usually lasts several days. To get the most out of it, it is wise to evaluate daily. What went well, what can be improved. If you only do this after the fair, you will miss the opportunity to improve things during the fair and make it a bigger success.
Share the final evaluation
In addition to a daily evaluation, a final evaluation is of course very important. Go back to the formulated objectives, have they all been achieved? Which points for improvement are there? It is also wise to share the outcome of the final evaluation internally with all stakeholders. This way you avoid different interpretations of the exhibition participation.