WHY EXHIBITIONS WORK
Exhibitions are a unique promotional medium, allowing a true two-way personal interaction between consumer and organisation.
It gives you the opportunity to:
- Increase your company/brand profile
- Increase sales turnover
- Launch new products
- Educate customers
- Support distribution channels
- Generate leads
- Increase your customer database.
Unlike most advertising mediums exhibitions enable customers to touch, see, smell & feel products and then ask questions.
Industry Defence and Security Australia Limited is expert in delivering the right visitors, but it is the exhibitor's obligation to turn this opportunity into a successful involvement.
Industry Defence and Security Australia Limited is a member of the Exhibitions and Events Association of Australia (EEAA). The following points are taken from their How to Exhibit Guide (visit www.eeaa.com.au for more information).
Designing a stand
- Set SMART objectives - Specific, Measurable, Attainable, Realistic and to a Timeframe. What do you want from this exhibition?
- Define the target audience - Who are the audience at this show? What products and services will they be interested in?
- Develop your message - Keep it simple and to the point. Aim your show specific message at the target audience
- Attract people to your stand - Consider at show promotions, sample giveaways, competitions, hospitality, or launch a new product. However, don't let these things distract from your key objectives
- Communicate - Who you are. What you do. What benefits you offer to your clients. The obvious needs to be stated
- Be clear and concise - Exhibitions are a competitive environment. You only have seconds to attract visitors attention and engage them with your message
- Graphics - Larger, bolder, simpler. As a rule of thumb, think of a size and double it. Think of a freeway billboard. What works on the printed page or website will not always work in an exhibition.
- Space - Leave plenty of room for visitors (buyers) on your stand. At least 50% of your floor area should be left for visitors
- Involve your sales team - Brief your team on the stand prior to the show. Give them the whole picture, the why, what, where, who and your objectives, and seek feedback on your exhibit for the next show (write it down)
- Review, develop and change - Continual development and change is a must. Visitors (buyers) may walk past your exhibit if it "looks the same as last time" - nothing new here!
- Capture the moment - Photograph the event. Use it in further promotion and as a great stepping stone to your next exhibition stand.
10 reasons to exhibit
- Meet thousands of new buyers and develop a quality database
- Develop a personal and direct relationship with your clients
- Show your full product range in real life rather than a catalogue. Live events provide the best possible interactive marketing platform
- Let buyers use all five senses to gain a full appreciation of your product
- Get immediate feedback on your product range
- Overcome objections and accelerate the buying process
- Sell product at the event
- Raise your profile in the industry and add value to your brands
- Locate new agents and distributors for your products
- Launch a new product and generate media interest
6 Quick tips
- Choose the right show. Often there are a number of options. Choose the show with a good record of attracting your kind of buyers
- Book your stand early. You will have a better choice of stands, lots of time for planning and may be eligible for an early booking discount
- Promote your participation leading up to the event. Send out letters/emails to all of your current and potential clients to let them know you will be at the show
- Design your stand so it looks professional and so your product is the most obvious feature. It is important that visitors know what you do
- Search for qualified buyers at the show. Get your staff to be active in looking for the right people, qualifying their interest and recording their details
- Follow up straight after the show. The show is the first big step, but to get real results you need to contact all the buyers you met at the show.