Lucy - BQ Magazine EditorAttending exhibitions or trade shows in a business capacity can be an efficient way to network and gain exposure. However, attending your first event can be nerve-wracking, especially if you don’t know what to expect or have never attended one, even as a visitor. But you shouldn’t let this put you off; instead, use these tips to help you prepare for your first event and avoid making common mistakes.
Ensure It’s The Right Show
Before accepting or booking to attend any show, you need to make sure your first and subsequent shows are the right ones for you. Not all events are designed for every business; some are better for larger, more established organisations, while others are solely for the exposure of smaller companies.
Knowing who is attending, the objectives of the event itself, as well as your objectives and those of other attendees, can help you determine if the event you are considering is right for you. This knowledge will give you the confidence and assurance that you are making the right decision.
Create A Plan
Your first exhibition should be treated like any other project you undertake as a business. You need an actionable plan to help you prepare for the event. This comprehensive plan will ensure that you are organised and fully prepared for every aspect of the exhibition, leaving no room for last-minute stress or confusion.
Your first port of call should be your contract. This can tell you where you will be located, any details you need to know, dates, timing, and planning for setting up and leaving, as well as any amenities and resources available to you, i.e., Wi-Fi, electricity connections, etc.
Once you have all of this information, you can move on to more extensive planning, such as the resources you will need, the transport of your exhibition team, etc.
Set Your Budget
Your budget must include all aspects of the event, from the participation fee to purchasing custom exhibition stands, tables, technology staffing, promotional materials, insurance, etc. Not only will this help you avoid overspending, but it will also give you a realistic view of your investment so you can determine if it’s worth proceeding or if it was worth your time attending.
Setting a budget will give you a sense of financial security and control, ensuring that you are making a worthwhile investment.
Research
You need to research the event in its entirety. What have previous ones looked like, what can you expect, what are the average attendance numbers, and what was said by attendees and exhibitors pre- and post-event? Who will be in attendance? What type of social media marketing can you expect from the organisers and other attendees?
The more you know about what to expect, what usually happens, any competitors in attendance, etc, the easier it will be to prepare yourself to make this a great show.
Train and Prepare
It’s all well and good having an eye-catching stand and standing out, but if people are gravitating towards you and you or your team can’t answer basic questions, are fumbling displays or struggling to connect with people, it’s not going to be an excellent exhibition for you. You need to train and practise the event with your team.
You need to equip yourself and your team with the knowledge, skills, and support they need. Whether this is understanding how to collect customer data for adding to the mailing list or answering questions about your product or service or the company, you need to be fully equipped and knowledgeable to deliver the right impression.