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Exhibition Essentials
Full Day - Summary
This full day is a detailed examination of the complexities of planning and running an exhibition stand. It is interspersed with real examples and practical tips from experience.
Topics covered include:-
EXHIBITION SELECTION - 1
Location, Road/Rail/Air, Size, Reputation, Catchment Area, Origins of Buyers, Previous visits?
EXHIBITION SELECTION - 2
General or Trade Specific, Previous Statistics, Numbers, 1st & last day numbers, Costs - Budgets, Success Stories? Timings - Staff availability
PRE DECISION FACTORS & ACTIVITIES
Market Knowledge, Objectives, Customers, Agents/Distributors, Competitors, Complementary Manufacturers
Checklist 1
GROUP ACTIVITIES
Trade Association, Regional Group, National Pavilion, Strength In Numbers
PLANNING - SUMMARY
Pre exhibition, Time Scales, Build up, Display /literature policy, Staffing/Manning
Checklist 2
Site Planning AND Hall Planning AND More Stand Planning
Checklist 3
- PUBLICITY
- Make sure your voice is heard, Use all appropriate methods
- TIMINGS
- CHECK LISTS
- Briefing of Contractors, Build up to D Day, Stand readiness, Logistics
Checklist 4
- STAND MANAGER
- Too Many Hats
- Delegate
- Morning Briefings
- Evening de-briefing
- Motivate Staff
- Emergencies
- Foresee the unforeseen
Ckecklist 5
- DO NOT MAKE AN EXHIBITION OF YOURSELF
- Dress Code
- Body Language
- Smiles
- Open Ended Questions
- Time Wasters
- Sample/Literature Collectors
- Remember - You Are Always Visible
- POST EXHIBITION
- Clearing up
- Getting back home
- Following up
- Making the most of it
Checklist 6
Who Should Attend?
This one day course is designed for all people who are planning exhibitions, attending the exhibition stand and involved in follow up work.
Half Day - Summary
An overview of the exhibition process, highlighting the stages of planning and implementing exhibiting. Some practical examples. 6 essential checklists provided.
SELECTION OF EXHIBITION
- Region, Country, Town
- Catchment area, - buyers from other countries
- General, or Trade Specific
- Timing - staff availability, other demands, priorities
- Cost - within budget?
- Previous statistics - number of visitors, number of competitors, success stories, etc
PRE DECISION ESSENTIALS
- Market Knowledge
- Objectives
- Customers, competition, complementary manufacturers
GOVERNMENT ASSISTANCE, SPONSORSHIP ETC
- Group activity, National Pavilion
PLANNING
- Site/Hall plan, siting and size of stand
- Design - pre-build or build on site, own staff or sub-contractor
- Water, electricity, lifting equipment etc
- Alcohol or teetotal, Food, refreshments etc
- Working products?
- Involvement of local agents, associated companies
- Staff needed, range of skills, Languages, travel, hotels, rotas, etc
- Leaflets/literature
TIMINGS
- Briefing of contractors
- Build up to D day
- Stand readiness
- Availability of literature, samples, exhibits, give aways, spares, order pads, visitors books, report forms,
PUBLICITY
- Invitations
- Stickers for letters/faxes/envelopes
- Web Site?
- E mails
- Direct mail shots
- Trade Magazines
- Exhibition programme
- Word of mouth - UK reps.
STAFF BRIEFING AND TRAINING.
- Stand Manager
- Do's and Don'ts
POST EXHIBITION
- De-briefing
- Analysis of visitors
- Follow up letters/ visits etc
- Cost benefit analysis
Who Should Attend?
All staff who may be involved in planning, attending or managing an exhibition stand. All staff who stay at home and liaise with the stand staff.
The Trainer
Mike is an experienced JETS and EXPORT SALES TRAINING accredited trainer. His 40+ years in industry where he has created export departments, recruited and trained staff fit him well for his current role. During his spell with Croda Adhesives, one of the roles he undertook was that of Exhibition Manager. As such he was responsible for the organisation of exhibitions in UK and overseas with as many as 50 staff on the stand or as few as 4, and permutations in between. In some cases staff were from Associate and Overseas companies. This seminar is based upon his hard-won experience.
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