Dos & Don't's of Exhibition

Dos and Don’ts of Exhibition

DOs

·         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.

DON’Ts

·         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.

Jewellery Exhibitions

Exhibitions for Jewellers

In last 10 years, the way Indians shop for jewellery has changed, and changed radically. Earlier, people used to have loyalty for local brands who managed direct and constant touch with customers through birthday & anniversary wishes, heads up for new collections, etc. But after the arrival of national & multinational brands, internet shopping and change in buying pattern has radically changed the way jewellery business functions. 

Today, old loyal clientele is not enough. Today, four or five letters a year is not enough. In today’s highly competitive world, where the pie is split hundreds of ways, it has become highly important to not only retain old clientele but also aggressively expand the consumer base. Today, a birthday card is not enough. Today, it requires personal relations, which goes much deeper than pre-scheduled post cards.

That is where exhibitions come in for rescue. Exhibitions provide a platform not only to create a new consumer base, but also establish a personal, face-to-face connect with prospect consumers which has a potential to be carried to the point of sale and beyond. Jewellery exhibitions help also as a research point where opinions and feedbacks about brand and products can be gathered from a large group of potential customer which would not be possible in the show room.