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Written by Wulff Entre

Wulff Entre Ltd. provides a completely stress-free solution for all local or international trade show needs. We are trade show specialists providing expertise, stand design, and project management services to help our customers save time and effortlessly reach their goals.

Face-to-Face marketing is the most powerful way to collect leads and convert them into sales, but as we know: you must always know what you are doing and what you are looking for. Like in every business, good planning is halfway to success. When you have chosen the exhibition you want to participate in, this is what you should be doing next:

1 – Set measurable objectives

Basic objectives like “meet new people”, “gain visibility” or “enhance the company image” always sound nice and it’s good to have them, but they don’t actually mean anything concrete – if you can’t measure it, it doesn’t count here. As Lawrence J. Peter (marketing guru) has said: “If you don’t know where you’re going, you will probably end up somewhere else”.

Measurable objectives can be for example like “15 new customers, “45 new prospects” or “to arrange 30 appointments”.

2 – Compose an exhibition plan and put its pieces on a timeline. Decide the budget.

The plan should include an overall list of preparation activities, and an individual assigned for each task. Write everything down, and remember to communicate with your team members.

3 – Who are you targeting? What are your key messages?

Designate what you want to promote, sell, brand, or communicate in an exhibition, and to whom. Who is the ideal client?

Make your key message easy to remember.

4 – Promotion

No one will know you’re there, unless you tell them.  Tell them why should they visit your stand. What do they get by visiting? Why should they come to see you? Give them reasons. Keep in mind that over 80% of the visitors use show previews to help them plan their visit.

5 – Select your stand staff and train them well

Consider using a mix of employees, especially if you’re having a large stand. This could include executives, sales managers, marketing specialists an so on. Most importantly, choose enthusiastic people. Remember that they represent your company.

Train your staff before the show starts, and set them personal (measurable!) goals – this makes them understand better what they are expected to do and look for.

6 – Evaluate and measure your show

To prove you didn’t just waste a whole lot of money, you should not forget to do the proper post-show follow up and measurement of your performance. You’ll be happy here for the measurable objectives you were suffering with few months ago!

In addition, take your time and think what was good and what wasn’t, what was well planned and what was not, how did the quality of visitors rate in relation to your needs, and of course: what could you do better next time?


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