Here at Paragon we understand that planning for an exhibition and all the communication tools you need to have in place to ensure it is a success is a huge task make no bones about it.
Help and guidance is on hand at Paragon. Whether it’s your first time exhibiting or you’re a seasoned exhibitor pro we’d like to share with you tips to ensure your exhibition ready and more importantly give you the tools to enable you to get the most out of the opportunity to engage with new customer and bring in new business.
We can help you plan and think through what is required, when it needs to be designed and printed and put into place. We love working as part of your team so just think of us as an extension to the Marketing department.
We have a range of products at our fingertips from exhibition stands, exhibition invitations, brochures and marketing material to providing social media and website images and promotional giveaways – the list is endless.
Pictured, the Newland Engineering Ltd Exhibition Stand produced and supplied by Paragon
STEP ONE – BUSINESS OBJECTIVES
This first step is really to get the focus on your SMART business objectives. What is it you wish to gain from the event and why are you attending?
Don’t just exhibit because you do it every year. You need to have an end goal, then put the necessary steps in place as detailed in this article to ensure you reach that end goal and see a return on the investment.
Whatever your objectives may be from launching a new product or service to simply raising brand awareness or to widen the customer database, network with new business contacts or generate sales, an exhibition is the perfect platform to enable you to meet them.
STEP TWO – GRAPHIC DESIGN
Graphic design is everything, people will look at your stand and make their decision about visiting you there and then. You need a clear marketing message, bold branding and clever design to make your exhibition stand work for you.
The in-house team of graphic designers at Paragon have many years of experience in creating effective artwork for events and exhibitions. We can design your exhibition stand for you based on your stand brief, event requirements and brand guidelines.
Pictured below: Paragon MAGIC of MARKETING Stand at Stockport Expo – Roller banner and back drop panels to promotional giveaways and brochures
STEP THREE – PRE EVENT MARKETING
Pre-event marketing is so important to reach out too new and existing customers, suppliers, business partners and any business contact you have that would benefit from attending the show.
There are a number of ways to let people know you’re exhibiting at a show so it’s beneficial to maximise the use of them to ensure you obtain good audience reach to bring footfall to your stand:
Social Media – all social media platforms are free to use which is the best part. They don’t cost you anything to use and yet they are one of the most valued and effective forms of business communications. You must include information such as your stand location, event times and dates.
Brand and Imagery – Don’t just post once and think that’s enough, post and post again. Check the event page for discussions and jump in on any chance you get to interact. Use consistent images and branding created for the event along with the event hashtag, this will widen the amount of people who see your posts.
Marketing emails – Send a marketing email to advise your existing customers you are attending an event. Include all relevant show information, specific brand/event imagery and most importantly include reasons why they should visit you. Any marketing email should always include a clear call to action.
Personalised Invitations – Ask your sales team to send personal invites to valued clients. Paragon can print personalised mailings or cards for specific clients and send them out on your behalf. This will help strengthen their relationships and make it feel more personal. It also provides the perfect opportunity to personally invite them to your exhibition stand for a meeting too.
STEP FOUR – YOUR EXHIBITION STAND
With a huge range of exhibition stand systems to choose from, how do you make sure you choose the right one for your business and event? That’s easy, talk to the Paragon team and we’ll suggest ways to create your perfect event.
We create, design and build Exhibition Stand Solutions that get you results. Whatever your goals or budget let us take the pain out of arranging your Exhibition Stand requirements and deliver a stand that can wow your potential customers and meet your business and marketing objectives.
You need to think about your exhibition stand as an investment piece. Think about something that will be generic enough to use at a multitude of events.
THE FINAL STEP – THE FOLLOW UP
We cannot stress enough the importance and value of a strategic follow up after your event. Making direct contact with the people who attended your stand is vital to maximising a return on your investment of exhibiting.
Utilise the data you’ve collated on the day and make contact with each and every warm enquiry.
Why not consider a personalised mailing to each attendee to say thank you for visiting the stand and also opening the door for a follow up meeting or chat a great way to keep the lines of communication open?
Here at Paragon we have lots of ways of pulling ‘a follow up campaign’ like this together and it doesn’t need to blow your marketing budget!