Running a successful exhibition stand Theresa Summerfield 25 th September 2008

The exhibition stand Visitors Etiquette Sales techniques Do’s and don’ts Topics

Pre-exhibition checklist: Goals Target visitors Responsibilities Targets Activities Dress code Stand – products, displays, literature, demos Stand location Stand – timings, health and safety Logistics – transportation, accommodation, food, set-up, breakdown Stand

Basic calculation to work out how many leads (contacts) you can get from an event: Number of staff Each staff member qualifies one contact every 10 minutes (6 per hour) Number of hours For example: a 12 metre stand requires 3 members of staff 6 contacts per hour 3 day event, from 10:00 – 17:00, with an hour lunch break (6 hrs) 3 x 6 x 3 x 6 = 324

Why exhibit? Permissive marketing Face-2-face contact Experiential marketing

Give people a reason to find you Offer a reward / freebie Send contacts postcard with a map showing stand location and number existing contacts with new developments

The average visitor walks past a stand in 3-4 seconds – we want to attract their attention, make them want to stop Stand needs to look professional, friendly and inviting 2, 3 people on the stand at a time; maybe 4 when busy (rota) No second chance, only 3 seconds to make an impact! First Impressions count!

Existing users Blog Printed material Technical development Registration New projects Schedule meetings - managers WIIFM : What’s in it for me? New users Demo site Take details (design a special form for the event) Registration Leaflet Have publicity materials on display, but don’t hand them out unless they ask for them

Categories of visitor The really interested The curious The don’t want to knows

Stand etiquette 1 : What people see Facial expression Smile Eye contact Posture Body language Clothing Grooming

Stand etiquette 2 : The words we use Effective open questions Probe to extract level of detail Focus on features and benefits Be succinct, energetic and enthusiastic Utilise technical expertise Thank you! Do you use Intute?

Stand etiquette 3 : Stand staff Enthusiasm Professionalism Energy Positive attitude Reliance

Wear smart dress Body language – positive Smile! Approach people – “can I help you?” Stand etiquette 4 : Do’s and Don’ts Take refreshments on the stand Yawn, scratch etc

Sales technique 1 secure approach 2 engage 3 4 follow up

Visitors will be thinking: What I hear I forget What I see I remember What I do I understand

Any questions?

Thank you!