Dos and Don’ts of Exhibition
· Check the other participants. This will give you a fair idea about both the competition you are going to have and whether it is the right exhibition for you. If your competitor who caters to similar target audience and similar segment, it’s the right exhibition for you.
· Work on literature. In most cases, even if there may not be hot leads, but your literature (brochures, catalogue, CDs, visiting cards) create a comeback point which will help when any prospective consumer decides to get in touch with you. If possible, have three sets of literature: leaflets for casual visitors, brochures/catalogues for hot leads/post-conversation callouts, possibly with CDs.
· Have the best of your staff on the ground. In case of international exhibitions, it is crucial to have English speaking middle or higher level staff to communicate with visitors. If exhibition is in non-English speaking country, do emphasise on either staff with capabilities in local language or translators.
· Assume. It is essential to keep an eye out on smallest details of the process. Most of the times, the agency will work towards setting up stalls and providing supplementary facilities, but it is important to stay in loop as it not only keep you updated but also give you enough time in case any complications arise.
· Take the importance of the smallest elements lightly. Exhibitions are very unique in terms of the little interaction time and it’s a one-time interface. Many exhibitors take elements like lighting, literature, stalls, staff lightly which ultimately harm the overall image of the brand, on a platform where success or failure of the activity is depended on one-time brief interaction with prospective consumers.