Guide to Exhibiting
Oakmace Exhibitions Ltd, have produced the following information in order to show a first timer how to produce a successful plan of action in organizing an exhibition stand.
Exhibitions offer the opportunity to the buyer and seller to meet in an environment where the audience is focused and is ready to do business.
Exhibitions provide;
- A focused and highly targeted audience.
- Potential customers that approach you.
- An exhibition gives prospective customers the opportunity to see, touch and try your products.
- The opportunity to present your products or services to potential customers.
- The opportunity to build one to one relationships with potential customers.
- A high percentage of prospective customers in one area.
- The opportunity to meet and influence the press and media on new products in your chosen industry.
- An opportunity to assess your competitors and observe the products on display and how these products are being marketed.
It is important to remember that many visitors to exhibition venues have made a conscious decision to attend often having gone to great effort, making them serious prospective customers.
When planned and produced correctly, exhibitions can be a highly effective marketing tool like advertising, direct mail and direct selling, but should be produced as part of an overall strategy and not as a solitary venture.
We at Oakmace Exhibitions are keen to offer considerably more than just stand design and build. It is important to us at Oakmace Exhibitions that our clients get the maximum return possible from their project.
By explaining and highlighting the potential problem areas surrounding the organization of an exhibition our client can visualize where our services can be of help. The following information is an insight into how the exhibition world works to anyone who is new to the industry.
The following information is primarily aimed at showing a beginner the best way to proceed, although we at Oakmace Exhibitions would like to think there may even be something of interest here for the seasoned exhibitor.
2. Which Exhibition Should My Business Attend?
All listings of major worldwide exhibitions and their organisers can be found in the Exhibition Bulletin which is a monthly publication available on subscription.
Information on the Exhibition Bulletin and other useful exhibition publications can be found at www.mashmedia.net.
Contact can be made with the organisers of the exhibitions you're considering to establish:
- Attendances of previous shows.
- Which of your competitors does the show attract.
- Does the show attract market-leading companies.
- Is the show a new event? If the show is a new event check how long have the organisers been established.
- Check on how and where the event is being advertised.
The trade magazines chosen by the organisers to advertise the event should be a good indication of the show's suitability for your products or services.
2. Organization & Planning
It's is extremely easy to underestimate the time and effort required for the planning and preparation of an exhibition stand. Putting it off until the last minute often leads to problems for you and your appointed exhibition contractor and generally extra expense due to the overtime needed to complete the stand before the deadline. Therefore planning ahead can make everyone's life a lot easier.
It is important to remember that effective planning and preparation can mean the difference between a good and bad exhibition experience. Therefore we recommend that your company appoints an exhibition manager to have the overall responsibility for the exhibition project, someone who has the authority to see the project through to a successful conclusion.
The appointment of an exhibition contractor is a vital decision for the exhibition manager to make. We recommend that a list of exhibition contractors is draw up and the project then put out to tender. It is also important to remember that not all exhibition contractors include an exhibition design service. In order to help you in making a final decision on the exhibition contractor to represent your company insist on seeing a portfolio of each of the exhibition contractors work. Also if possible a letter or telephone conversation to the exhibition contractors previous clients to gain some independent knowledge on the exhibition contractors you are interested in.
Draw up a written exhibition plan to include;
- Prepare a detailed overall budget, and keep a close eye on the expenditure.
- Be aware of all time scales and deadlines, these will be available using the show organisers exhibition manual.
- Ensure that the product you are exhibiting is available and in pristine condition for display purposes.
- Total stand space requirements decide on shell scheme or custom-build stand.
- Which onsite services are required on the stand (electricity, water & waste).
- Stand design.
- Design of graphics and stand logos.
- Select persons to staff the stand, ensure these persons are selected in time to receive any training required. Also ensure that the quantity of staff is sufficient for the exhibitions busy periods.
- Ensure that your press release and catalogue entry are submitted prior to the deadline.
- Contact current and prospective customers informing them of the exhibition and inviting them to join you on your stand.
- Ensure any show linked promotions will be ordered and completed on time and in the correct quantity.
3. Budgets & Cost Control
It is important that a list of the major expenses is made in order to detail the overall cost of your exhibition project. We recommend that once your list has been complied that you estimate each item to give you a minimum budget, after this has been completed increase each item by 10 percent to give a more realistic figure and account for any unforeseen extras.
A list of major exhibition expenses should include;
- The overall cost of stand space.
- The cost of all on-site services required (electrical, water & waste etc.).
- The cost of exhibition design.
- The cost of chosen exhibition contractor to construct your stand.
- Cost of graphics and logos for your stand.
- Show linked promotions.
- On stand staffing costs, include allowances for meals and entertainment. Hotel costs may also have to be accounted depending on show venue.
- Stand catering and hospitality.
- Furniture hire.
- Transportation.
We at Oakmace Exhibitions provide the majority of services contained in the above list as part of our overall exhibition package including exhibition design.
Approaching the exhibition contractors directly is usually the most cost effective way for exhibitors on limited budgets to progress as many exhibition contractors include stand design and furniture hire etc as part of their overall package.
When producing expensive brochures to be left on your exhibition stand for potential customers we advise that these are held back and given to customers that are genuinely interest in your product or services. In order to conserve your promotional budget we would suggest producing a sales leaflet, these you could leave around your stand for all and sundry to pick up.
Remember, it is essential that tight control is kept on all expenses connected to the exhibition to avoid exceeding your overall budget.
4. The Stand
The stand size and shape you are designing should be determined by the type and number of exhibits that are planned and the amount of free floor space needed for the stand visitors. It is important to bear in mind the additional features that you require on the stand, for example, office area, reception counter, storage space and hospitality area etc.
It is important to remember that the essential services are arranged for your stand, if this service is not carried out by your chosen exhibition contractors as part of their overall package. Electricity, water and waste, lifting equipment, telephone connections, multimedia equipment, audio / visual and after show waste disposal will need to be ordered through the exhibitor manual before the set deadlines.
Exhibition Stand Options;
Shell Scheme
A modular system, erected by the organisers on your behalf. These comprise of side and rear walls, carpet and fascia for graphics and or logo only. Stand fittings can be hired as required. ‘Stand Packages’ are also available, these come complete with furniture, lighting and power and can be purchased through the organisers. These packages are ideal for first time exhibitors or those with limited budgets. Please note that shell scheme units all tend to be the same and will not vary to the company exhibiting next to you.
Modular Display System
Modular display systems are available in a large range of styles, shapes and materials. This allows for a high quality presence for a budget less that it would cost on a custom built stand. Modular systems can be quickly installed and dismantled, thus saving exhibition contractor costs on site, these systems are completely re-usable which enables the overall cost of your system to be spread over several events.
Custom Designed & Purpose Built
Custom designed and purpose built exhibition stands are for companies who want a truly individual exhibition presence. With these types of stand the exhibitor is required to provide everything from the carpet upwards, but with a good and experienced exhibition contractor the possibilities for the layout and style of your stand are endless.
Oakmace Exhibitions would be happy to advise you on all of the above and which best suits your requirements and budget.
5. Stand Staffing
Firstly appoint a stand manager. This person needs to be efficient, flexible and be able to deal with the many responsibilities relating to the stand and the show. It would also be this person’s responsibility to motivate the stand staff and liaise with the appointed exhibition contractors and also to welcome guests and visitors to your stand.
It is important to ensure that the right balance of sales and technical staff are positioned on the stand, as well as an appropriate number of management to deal with important guests or indeed their regular customers. Prospective customers attend exhibitions with specific questions regarding your products and your chosen staff must be able to show knowledge of the products that you are displaying.
Working on an exhibition stand can be extremely hard work and adequate staff cover must be allowed for during busy periods and staff breaks. In order to avoid tiredness and boredom draw up a duty roster to enable the stand staff to take breaks every 2 – 3 hours. Duplicate a copy of this roster to the staff so that everyone is aware who is on duty at any given time.
Prior to the exhibition opening brief the staff thoroughly to ensure they are aware of the products you are exhibiting and the procedures for handing any enquiries. Also ensure all staff are aware of the dress code whilst working on your stand. You may wish to use incentives for lead gathering or targets reached to encourage your staff further.
6. Visitors to Your Stand
It may be possible to contact the show organisers and request a detailed breakdown of which companies attended the previous year’s exhibition to assist you in deciding which of your products to exhibit.
You will need to identify;
- Who is likely to be visiting the exhibition.
- Which of these visitors are you hoping to attract to your stand.
- What number of leads are you expecting to achieve.
- What message are you attempting to get across to these visitors.
- Which of your products will these visitors be most interested in.
7. Following Up After the Show
We would recommend that you plan for following up leads made at the show prior to the exhibition taking place. Put in place a deadline for making initial contact with all leads whilst the show is still fresh in the minds of the visitors who attended. All leads should be responded to within a week of the exhibition finishing, two at most.
This article was written by Oakmace Exhibitions Ltd
Oakmace Exhibitions: Exhibition Stand Contractor – Exhibition Design – Exhibition Contractor – Exhibition Stand Design – Exhibition Stand – Stand Builders
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