Exhibitions are a great way to showcase your business. You can promote a product, service, or talent at an exhibition. It lets you connect with potential clients face to face. When done well, exhibitions can create valuable exposure. Also, it boosts sales in ways that other channels can’t.
Planning an exhibition might feel challenging. But it becomes much more manageable with the right strategy.
Did you know that 75% of exhibitions fail to set clear objectives? This often leads to missed opportunities and makes it hard to measure success.
The key to a successful event is careful planning. It’s also important to partner with a skilled exhibition management company. A full-service company can handle everything. From designing stands to managing logistics, ensuring your exhibition runs without a hitch.
Let’s discuss how to plan your exhibition. We’ll also explain what it takes to make it astress-free and memorable event.
1. Identify Your Goals
Before planning your exhibition, take a moment to think about what you want to achieve. Are you aiming to sell a certain number of products? Maybe you want to capture leads or boost your brand’s visibility. Being specific about your goal is super important. According to the CEIR, 81% of trade show attendees have buying authority. That means more than 4 out of 5 people walking the halls could be your potential customers. Following are some examples of exhibition goals based on different types of events:
If you are planning an art exhibition, make sure to:
- Grow your audience and improve your professional profile
- Choose a theme for your exhibition and pick artworks that match
- Find the right location for your event
- Promote your exhibition to attract new visitors
- Aim to sell your artwork during the exhibition
- Make sure your artwork shares a meaningful message
- Focus on building a strong brand for yourself and your work
For a Trade Show Exhibition, you need to focus on the following:
- Set specific and measurable goals for the event
- Research which competitors will be attending
- Develop a visual design for your exhibition stand
- Ensure your branding is distinctive and memorable
- Select the products you want to showcase
- Train your staff to be well-informed about all products on display
- Provide incentives, like sign-up bonuses, to encourage guest presence
If it’s a Fashion Exhibition, you need to:
- Build a following in the fashion industry
- Launch and advertise a new collection
- Drive sales and revenue
- Create excitement and anticipation
- Enhance brand visibility and recognition
2. Set Your Budget
Budget? Yes, plan your budget; plan your success. When planning an exhibition, setting a budget is super important. How you spend your money can make or break your event. Here are some key areas to consider budget:
Venue
First, choose a location that fits the style of your event. It should have enough space for all your guests and exhibitors. Think about what kind of vibe you want. Is it fancy or casual? The venue sets the scene.
Marketing
You’ll want to spend money on getting the word out. Your marketing should attract both attendees and exhibitors. Each group needs to hear a different message. Exhibitors want to meet great potential customers. At the same time, attendees need to see why coming is worth their time.
Decor And Technology
How can an event’s look catch people’s attention? Use banners, furniture, branded images, and audio visual equipment to make your event worry free.
Special Guests
Consider inviting a special speaker. An industry leader can draw in more people and add excitement to your exhibition. Plus, it gives you something special to promote.
Food & Drink
You can offer snacks and drinks. While this isn’t required, having refreshments can make the event feel more welcoming.
Staff & Hospitality
Don’t forget to budget for employees who can help everything run smoothly. They can assist with setup, welcome guests, and handle any issues that come up.
3. Choose The Right Venue
Your venue is one of the most important decisions you’ll make. It impacts the event atmosphere, number of guests and exhibitors you can accommodate.
Here are a few things to consider when selecting your venue:
- Capacity: Ensure the venue can hold your expected attendees and exhibitors.
- Location: choose a venue with good parking, accommodation, and travel links. A convenient location will make it easier for people to attend.
- Atmosphere: Does the venue fit the image you want to project? A grand venue creates a sense of luxury, while a more casual venue might be better for informal events.
4. Pre-Event Marketing Strategy
Marketing is key to getting people to attend your exhibition. You’ll need to create a marketing plan that targets both attendees and exhibitors. Here’s how to do it:
- Use flyers, posters, and brochures to spread the word.
- Use digital ads, social media and email campaigns to reach your audience.
- Target businesses and professionals who would be attending and exhibiting at your event.
- Distribute press releases to your participation with media outlets to gain more exposure. Press releases are a powerful tool. In fact, 68% of journalists say press releases are very useful. They consider them one of the most valuable resources for finding stories.
Your marketing messages should be unique to each group. Exhibitors want to know they’ll reach qualified leads. Attendees want to feel like they’ll get value from attending.
5. Create A Visual Concept
Your exhibition stand is the first thing attendees will notice. A strong visual concept sets you apart from competitors and encourages engagement. Make sure your branding is consistent and memorable. Decide on a colour scheme, logo placement, and how you’ll display products or services.
For example, at a trade show, you’ll want a unique visual identity to separate yourself. Use banners, lighting, and screens to create a professional and appealing space.
6. Engage Your Audience
Exhibitions offer a unique opportunity for face-to-face interaction. Make sure your exhibit staff are familiar with all your products or services. This way, they can confidently answer questions and engage with visitors. You can offer incentives to encourage engagement, like product samples, discounts or giveaways.
For example, if you are hosting a fashion exhibition, you could promote a new clothing line. Give exclusive discounts to attendees. Early access to a product launch is another great way to encourage people.
7. Handle Logistics
Logistics are the backbone of any successful event. Big events require proper logistics management partners. Here are some key elements to consider:
- Setup and Breakdown: Organise when and where each exhibitor will set up. Make sure everyone knows their designated area. After the event, coordinate the timing for exhibitors to take down their stands.
- Arrival and Departure: Plan when exhibitors and attendees will arrive and leave.
- Equipment Management: Make sure all equipment is set up on time. This includes screens, lights and sound systems. Everything should be in the right place.
- Time Management: Create a schedule for the whole event. This includes pre- and post-setup, from setting up to dismantling.
- Networking: Schedule specific times for networking. So attendees and exhibitors can meet and connect.
Having a team dedicated to logistics will ensure everything runs like clockwork.
Bonus Tip: Always choose a full-service exhibition company in London that handles everything. From design to building and managing your whole Exhibition event. This will make your exhibition stress-free.
8. Sell Tickets
Ticket sales are a crucial way to generate revenue from your exhibition. The price of your tickets should reflect the value of the event. You can offer different ticket tiers with various perks. The perks include VIP access, private seminars, or refreshments.
Many high-end exhibitions charge premium prices for tickets. But it’s essential to provide enough value to justify the cost. A VIP ticket might include access to private sessions or one-on-one meetings with industry leaders.
9. Secure Sponsors
Sponsorship is another way to fund your exhibition. Sponsors are companies or organisations that pay to showcase their brand at your event. In return, they get exposure to a targeted audience of qualified leads.
To attract sponsors, you need to show them that your event will attract the right audience. Also, show them that attendees will be interested in their products or services.
10. Sell Exhibition Space
Another way to generate revenue is by selling exhibition space. Exhibitors pay for a spot to showcase their products or services to attendees. You can offer different sizes of spaces at varying price points. Selling exhibition space works similarly to securing sponsorships.
11. Plan Networking Opportunities
Networking is one of the main reasons people attend exhibitions. Create opportunities for attendees and exhibitors to connect. You can organise networking events during breaks. Host panel discussions or arrange one-on-one meetings. You can also set up a speed networking session, where attendees meet with exhibitors. This would give everyone a chance to make quick connections and gather information.
12. At The Event
On the day of the exhibition, make sure everything runs smoothly.
Here are some essentials:
- Keep a stationary box like tape, scissors, pens, cleaning materials and a first aid kit. You never know what might come in handy.
- Have a contact list of important phone numbers, such as event organisers and team members.
- Stay Organised and follow up with leads within three days of the event.
13. Post Event Follow Up
After the exhibition ends, the real work begins. Estimate how well you met your goals. Did you generate the number of leads you expected? Did you meet your revenue targets?
Following up with the leads can turn your exhibition efforts into actual sales. Collect feedback from attendees and exhibitors. Analyse what worked well and what didn’t. And then use that information to improve your strategy for your future exhibition.
Make Your Exhibition A Success With EMS Exhibitions
Planning a stress free, impactful exhibition is easy when you have the right team behind you. EMS Exhibitions offers everything for a successful exhibition event in London. From shell schemes to audio visual equipment, furniture, and electrics. Our skilled team ensures your event runs smoothly from start to finish.
With over 25 years of experience, our London based team is ready to support your exhibition. No matter the size or location. We offer services like staging, backdrops, exhibitor management portals and more.
Why not make your next event hassle-free? Reach out to us today to book your exhibition equipment or the whole event.