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How to Plan a Successful Exhibition

The secret to a successful exhibition lies in the planning. Adhering to a detailed plan of action which covers all eventualities will stand you in very good stead on the day of the exhibition itself. Don’t be tempted to go with the flow and make it up as you go along, as you may be heading for a fall. Follow these tips for creating a master plan for your exhibition appearance.

Set an Objective

Every plan needs a firm objective. Without a goal, there is nothing to work towards, and it becomes difficult to measure your overall performance. An objective should be the first thing that is agreed upon by everyone involved in drawing up the plan. The rest of the plan can then be created around the final objective. When you are setting a goal or objective for an exhibition, think about what you want to achieve. Are you looking to increase your sales immediately, or do you simply want to get your brand name in front of a wider audience and look to the future? Your exhibition stand design can be targeted to achieve your objective, whatever that may be.

Set Measurable Targets

After agreeing on an objective, you now need something in place to monitor your overall performance. After the exhibition is over, you need to know whether all of the hard work has been worth it. Try to set at least one target which is measurable. This could be in the form of the number of leads obtained during the exhibition or even the number of market-research interviews carried out. In these days of social media ruling the marketing world, you could even set a target for the number of new followers your social media pages get during the course of the exhibition.

Spread the Word

By working closely with your exhibition stand design company, you can ensure that you stand out from the crowd in the exhibition hall. However, it is just as important to promote your appearance in the weeks leading up to the event. Let as many potential customers as possible know about your upcoming appearance, whether that is via your website, social media pages, email or hard-copy flyers.

Research Events

Not every exhibition event will be relevant to your particular business. Make sure you thoroughly research each event before confirming your attendance. What type of businesses normally exhibit? Is the exhibition a trade-only event, or is the general public allowed entry as well?

Many of the more popular annual events start to take bookings as much as a year in advance, so if you are set on attending one of these, make sure you get in early. The earlier you confirm your attendance, the better the choice of prime locations within the exhibition hall. Location is a very important factor, as the pitch you get could very well determine whether your time at the exhibition is a great success or a very big disappointment.


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