Marketing and selling in tough economic conditions:

Exhibitions and benefits for participants

Prasanna Perera-Marketing and Management Consultant, Chartered Marketer, CIM U.K.

Almost every weekend in Sri Lanka, exhibitions are taking place at the BMICH and the SLECC. Infotel, Construct, Bridal Fair, Summer Fair, Pro-foods, the list goes on.

I have visited some of these exhibitions and observed what goes on. Based on these observations, I wish to share some insights for the effective participation at exhibitions.

What is an exhibition?

It is an occasion where participants can exhibit or showcase their products and services, to attract potential and existing customers. The key word to note is Exhibit. Hence, the stall should be the showcase and pivotal on which participation hinges.

Things to do prior to the exhibition

Check out the organizers of the exhibition. Are they reputed and experienced in organizing exhibitions? Do they have the resources to draw in the crowds?

Critically analyse the targeted visitor profile. You do not want to be seen as a square peg in a round hole! (Out of place).

Check your budgets to ensure that adequate resources are available. It is not only the stall fee but incidentals and man-power.

What status do you aspire for at the exhibition? Participant, Principal Sponsor, Associate Sponsor etc. make a clear decision based on past experience, budgets and objectives.

Clearly identify the purpose of participation. Do not participate out of habit! This can result in valuable resources being wasted. Have clearly defined goals and objectives for participation.

Check if your competitors are participating. If so you may have no choice but to participate, in order to maintain your image andreputation.

Study your past experience with an exhibition/ event. Were you able to achieve your objectives and goals? Was the exhibition well organized and patronized? Was the infrastructure acceptable?

Book your stalls early. Study the floor plan and check the flow of visitors. Pick a stall that can be accessed easily, in a high traffic zone. Please remember that the stall LOCATION is key, for success at the exhibition.

Decide if you are going to outsource the stall and infrastructure or otherwise. Please remember that participation at exhibitionscarries an opportunity cost.

Is it better to utilize the staff fornormal business operations and outsource the participation atexhibitions?

Find out from the organizers what plans they have to promote the exhibition and the budgets allocated.

Work out a project plan clearly identifying the tasks to be performed, persons responsible, time frames and budgets. Do not participate in exhibitions without doing your homework.

Things to do at the exhibition

Ensure that your stall and exhibits are completed well before the exhibition commences. Do not have construction going on when visitors are patronizing the exhibition.

Do not leave your stall / booth unattended. This creates a negative image.

Staff should be well groomed and look professional. Above all they should be knowledgeable. (Do not have glamorous looking models, unless they are knowledgeable about your organization and products). Decorate your stall tastefully. Do not over crowd and over decorate! Leave spaces within the stall for visitors and staff movement.

Carry plenty of name cards and marketing collaterals, (brochures, leaflets, etc.,) but do not give out high quality,expensive brochures to the 'just looking' visitor! (Qualify thevisitor first).

Keep a record of all visitors to your stall. (Name cards is a must). This will enable follow up. To encourage visitors to drop their name cards, a lucky dip could be conducted.

Use Audio / Visual material in your stall, to attract visitors. However, select the display material carefully and have adequate DVD's, VCD's etc., to avoid too frequent repetition.

Invite visitors in advance to your booth. Keep a list of invitees at the stall to follow up. Ensure that staff manning the stall are kept fresh and energetic. Roster them so that all get the required rest. Do not harass your staff unnecessarily.

Use the PA system at the venue to broadcast advertisements and notifications, about your stall and exhibits.

This will increase the traffic flow to your stall.

Work closely together with the event organizers to get the maximum benefits and also to capitalize on unexpected opportunities for publicity.

Things to do after the exhibition

Follow up on the leads (prospective customers).

If possible send a thank you note or e-mail to all visitors who dropped by at the stall / booth.

Prepare an evaluation report to judge the financial and non-financial merits of participation.

Debrief all participants from the organization involved. (In order to learn from the experience).

Study competitor activities and products noted at the exhibition. Incorporate the learning to strategy development.

An exhibition is a great marketing opportunity to generate sales leads, showcase products and services and obtain competitor insights.

However, the important aspect to note is the planning and preparation required, to maximise the return on investment. Prior preparation is a must, together with post evaluation. Do not participate in exhibitions for the sake of participating or because of past habits.

Careful evaluation is required, before participation, in order for marketing accountability. Exhibitions together with the rest of marketing communication activities will create a synergistic impact.