Exhibiting can be a great form of Direct Marketing and if you can get your exhibition stand set-up correctly, i.e. in the right place, with the right staff, offering the right service etc, then the benefits can be even greater. So what are the important considerations and what should one try to do?

LOCATION and SPACE
Do everything you can to get a spot where you will be noticed and ensure that you are aware exactly of how much space you will have, so that you can effectively plan your stand design.

STAFF
It may sound strange to say but use the right staff. This is a sales environment and the face-to-face nature of the exhibition may offer some excellent opportunities. Staff should be well trained in preparation for the exhibition and they should be dressed appropriately (according to the type of exhibition). Make sure that people can tell who the staff are as opposed to other event visitors.

THE EXHIBITION STAND
Ensure you have a very noticeable and attractive exhibition stand. The stand should be well designed and should effectively use graphical design provided suitable.

ARRIVING
Arrive at the exhibition well prepared. Make sure you go to the show set-up with everything you may need including items such as: business cards, company literature, products, displays, pens, paper, staplers/staples, tape, scissors, extension cords and lights etc.

USE LITERATURE
Giving out information packs and other literature can create some good leads. Some people prefer to have time to decide and the literature will still give them time to assess your product.

ENGAGE AND TALK TO VISITORS
Have open ended discussions with people, giving them a chance to talk openly and express their needs. Use introductory questions such as What are your reasons for attending this trade show? and keep the visitor interested in your product by using a question such as What do you think of this product?

FOLLOW UP ALL LEADS
Be sure to follow up all leads you make at a show and also ideally store these leads i.e. in a database. Measure the number of leads and sales against your pre-exhibition targets.