Plan the details well in advance.
When will you set up the stand?
Where will your packing materials be stored?
When will electricity supplies, lighting and any special requirements be installed?
Have you got an adequate supply of brochures, leaflets and business cards?
Where will you keep them?
How will the stand be kept clean and tidy?
What are the security arrangements?
Does your office insurance cover the exhibition?
Will there be refreshments for your team and visitors?
Plan your message.
How will you respond to different types of visitors?
What information will you give out to students and other visitors who are unlikely to be customers in the near future?
What will you say to journalists or VIPs who visit the stand?
Who will look after them?
How will you handle competitors who are looking for information?
– Prepare briefing notes for all employees.
The right employees are essential to create a good impression.
Always appoint a stand manager.
Make this person responsible for timetabling and for briefing everybody involved.
Choose personable and knowledgeable employees. Ideally, your stand should always have one sales expert and one technical expert.
Allow for breaks. If the same people are on the stand all day, they will become tired and jaded.
Employees should be smart and punctual. You may want to give them incentives according to the number of leads they generate.
Good selling technique is vital . D Attract attention to the stand.
Activities like displays and demonstrations will help generate interest in your stand. Activities visitors can participate in are likely to be more effective.
Prize draws can be a good way of collecting names and addresses of potential customers.
Refreshments perk up tired visitors and encourage them to spend more time on your stand.