Sending surveys to your clients and employees is one of the most useful things you can do when determining your marketing strategy.

Exhibitions and trade shows are few and far between at present for obvious reasons. Some have moved to online events to allow for the present situation, while others have postponed their events. However, there are exhibitions being advertised on some of the big venue websites such as the NEC and the ExCeL for later in 2021 and the spring of 2022. I think we can be fairly sure that most will return at some point, so now may be a good time to plan for your next exhibition, or review your previous performances. In this world of ‘new normal’, where digital marketing and online meetings reign supreme, it might be hard to picture ourselves actually erecting a stand and talking to people as they walk close-by. The day will inevitably come when we can do this again, social distancing at first. Then, when the threat of COVID-19 has passed, go back to the ‘old normal’. I have done my fair share of organising and supervising stands for various businesses, at all sorts of venues around the UK. It’s hard work and a sizeable commitment to make for any company. Designing the stand graphics; choosing the site and size; liaising with stand builders; communicating with the event organisers; ordering electricity supply, Wi-Fi, carpet, furniture, food and drink; printing off brochures; purchasing gifts to give away; arranging the staff roster; feeding the staff and keeping them motivated; travel and accommodation; plus more… There is a lot of work involved with organising an exhibition stand. So are they worth all the effort? Well, they can be but really do your research on these events before deciding. If you can, attend as a member of the public first. Things to look out for are: Footfall on each day – sometimes the first day is good, but you may notice a significant drop in attendees on the second or third days. Monitor who is attending – sometimes exhibitors outnumber the general public, you can tell by having a quick look at their badges. If you consistently see exhibitors talking to other exhibitors then this is a bad sign. Check for your competitors, they are there (or not there) for a reason. Talk to business associates and get their opinions. Look for speaking theatres and attend a few to gain an understanding of the content being offered. Are all the seats full? Evaluate the marketing assistance on offer and how the event organisers promote their exhibition. Is their social media content being kept up to date? What deal can they make with you, negotiate a few free extras such as: advertising floor tiles; speaker slots; level upgrades etc. Some other things to be aware of when attending as an exhibitor: Avoid giving away too many corporate gifts. They aren’t cheap to buy and a lot of attendees just go to these events to fill up bags with free gifts to take home. Just have a couple of nice items to give to those showing a genuine interest in your product or services. Be prepared to say no to some people. Don’t do the complete opposite of the above and offer out cheap tat with your logo on. You’ll be seen as miserly and damage your brand by associating it with cheap throwaway products. Definitely don’t fill a bowl with a few sweets and think that’s it, you’ll need more than that! Do not use your smartphone or laptop for browsing the internet or sending emails whilst on the stand. It looks like you are not focused and gives a very bad image of your company. If you have to look at your phone or emails, then leave the stand - making sure one of your colleagues is covering you. Don’t leave the stand unattended – obvious really, but some do this. Hide your coffee cups. Talk. Just talk to people in a natural way. If they want to engage then they will talk back, don’t force it. Only badge scan or log qualified prospects. Just scanning anyone who enters your stand to get the numbers up is a waste of time, and will skew your marketing data. Dress appropriately and in line with your brand image. A corporate fleece, or branded t-shirts for your team can be as effective as suits - depending on your brand. Wear a really, really comfortable pair of shoes…you’ll thank me for this one later 😊 Final thought... Online marketing is extremely effective. However, offline marketing still has an important role to play and is worth considering in your overall marketing strategy. Most sectors are covered very well on the exhibition front, so choose your events wisely. Phil Chilton ACIM DipCAM Managing Director, Saltar Marketing Ltd. To find out how Saltar Marketing Ltd can assist with planning your next exhibition stand, or help with your next marketing project - please give us a call on 07977 000593 , email enquiries@saltarmarketing.co.uk or follow us on social media . [First published on 10th June 2020, revised and updated on 5th July 2021]