Preparation for the exhibition

Your company participates in the exhibition. This is a chance to improve performance and expand the customer base. But the result of participation in the exhibition depends on the preparation. Careful and thoughtful preparation is the basis of your success.

We are happy to help you at every stage.

Here we offer you a brief overview of the eight steps in preparing for participation in the exhibition.

Stage 1. Before the exhibition

Step 1. Set your goals

Preparation for participation in the exhibition begins at the time of determining the goals of participation. Why do you participate in the exhibition? By answering this question, you will be able to carefully approach the choice of tools and broadcast the correct information. Set realistic and measurable goals.

The main goals of participation:

  1. To find new clients and partners
  2. To meet the existing clients
  3. To maintain the image
  4. To gather the information about the competitors
  5. To present new service or product

Be sure to clearly write down your goal and periodically verify the actions. The constant concentration on the main goal will avoid the dispersion of attention and effort.

Step 2. Plan the budget

Plan your budget carefully. This will allow a realistic approach to participation planning, avoid unpleasant misunderstandings and correct expenses in time.

Plan your budget in advance and consider the stand area, design, marketing, staff, travel expenses and additional activities. Plan your budget based on real calculations, not assumptions.

Step 3. Design your stand

Design is the first thing that attracts visitors to the exhibition. The design of the stand should correspond to the purpose of the company’s participation. Both functional and emotional components of the design help to achieve the main goal.

When planning a stand, do not forget to provide a place for the back room. Pay attention to the negotiation zone — the main zone of the stand. Make sure that it is separated from the presentation area and there are conditions for communication.

High-quality design of the stand will attract the attention of the visitor, and the correct zoning will create comfortable conditions for a long stay at the stand and communicate with representatives of the company.

Step 4. Think about your promotion

To lead visitors to your stand, you need to attract their attention. In addition to attractive design, there are many different advertising options. Remember the more a customer hears about you or sees your brand, the higher the probability that he will come to you.

Additional advertising options offered by the exhibition organizer are an opportunity to reach a wider audience of potential customers and increase brand awareness. The obvious advantage of such advertising is the focus on the initially interested audience of representatives of the transport and logistics industry and cargo owners.

Visitors plan to visit the exhibition in advance, studying the participants on the exhibition website. Therefore, pay attention to the options that promote your participation before the exhibition (advertising on the website, in newsletters, sponsorship of the exhibition). This is especially important if you are looking for new customers and partners.

To see the advertising services >>

Learn more about sponsorship opportunities >>

Step 5. Invite the visitors to your stand

Time of visitors at the exhibition is limited and there is no opportunity to devote time to each participant. How to make them come to you? Invite them! After all, if you do not that, your competitor will.


Stage 2. Onsite work

Step 6. Train your staff

Whatever design of the stand you choose, it is impossible to achieve a good result without competent staff who knows how to communicate with the visitor.

First of all, make sure that the employees working at the stand have information about the company and services. It is important to clearly divide the areas of responsibility: communication with key customers, communication with the press, work with advertising and presentation materials, etc.

Make a list of responsible people and distribute their work phone numbers so that everyone knows who to contact when a situation occurs.

Determine in advance the format of fixing each meeting to collect the base of visitors after the exhibition. Make a list of questions.

Be sure to hold a meeting with the staff on the eve of the exhibition and make sure that each of them has carefully studied the materials provided.

During the days of the exhibition, organize daily short meetings to discuss problems and exchange interesting ideas.

Remember about the first impression! The appearance of the staff working at the stand is important for the formation of a positive impression of the brand.

Make sure that you have worked out this step very carefully, because the work at the exhibition is entirely your responsibility, and neither the size of the stand, nor expensive design, nor gifts can replace the interested and professional communication with visitors.

“Live” communication with the company is the main reason why visitors come to the exhibition. Therefore, the success of your participation depends on two things: how you communicate with visitors and how you store and process meeting information.

Stage 3. After the exhibition


Step 7. Contact the visitors immediately after the event

At the exhibition visitors communicated not only with you, but also with your competitors. And to distinguish yourself from them, be sure to pay attention to visitors after the exhibition.

Prepare a short letter of thanks and send it to the guests of the stand after the end of the exhibition. Do not forget to send visitors the materials and data that you promised them. From the very beginning and even in the details, try to form the image of a reliable partner who fulfills promises.

Step 8. Analyze your participation in the exhibition

Summing up the results of participation in the exhibition, focus on the purpose for which you went to the exhibition.

An important indicator of success is the number of contacts collected. But do not forget about the quality. Remember that participation in the exhibition has a long-term effect. In addition to the number of contacts collected, which can be counted at once, the exhibition helps to maintain the image and increase brand awareness — and this can be assessed only after a certain time.