E

Email Marketing

The mantra for email marketing is to say the right thing, in the right way, to the right person, at the right time.

By doing all of the above in the weeks and days prior to an event, you can attract a greater amount of quality people to your exhibition stand.

Within the email content, you can highlight reasons to visit – from new products to competitions – and can also use the email as an invitation to book meetings.

Email marketing can also be used after the event, for example to give non-attendees information about the key points they missed.

Emotions

As he escalated American involvement in the Vietnam War, President Lyndon B. Johnson said: “The ultimate victory will depend on the hearts and minds of the people who actually live out there.”

Even though it may seem like one at times, an exhibition event is not a war zone. However, hearts and emotions play the strongest role when influencing buyers’ decisions.

You should, therefore, conduct customer research as part of your pre-show activity and discover their needs, wants, and point points.

Your stand design, business collateral, and team preparation should then appeal to the hearts and minds so you can achieve victorious results.

Engagement

See Customer Engagement.

Event Marketing

“Build it and he will come” is a famous line from the movie Field of Dreams that motivates the protagonist to turn his cornfield into a baseball field (also often misquoted as “they will come”).

The same cannot always be said of an exhibition stand, as “building it” is just part of the process. To ensure people will visit, an event marketing programme is highly recommended as part of your strategy.

Activities can include:

• Email campaign series.
• Social media posts and postcards.
• Direct mail letters.
• Blog posts.
• PR.
• Advertising.
• Event sponsorship opportunities.
• Exhibit Directory.

An Exhibit Directory, or Show Directory, is a guide for attendees (often online and in print) that lists exhibitors and exhibit locations.

Time and again, we see entries with little or no information which is a lost opportunity, usually due to exhibitors being too busy with day-to-day business.

So, remember when you book your space, to provide all information requested and be alert to prompts you should receive from the organisers in the run-up to the event.

Exhibit Hall

The exhibit hall is where it all happens. But not all things or locations are equal.

You should endeavour to book your stand space within a high-traffic area. Assessment of the floor plan will help, for example looking at entrances, hospitality areas, and seminar rooms.

The organisers should also be able to provide insights into areas that were popular during previous events.

Exhibition Coordinator

As the go-to person at most events, the exhibition coordinator has a range of responsibilities that can include plotting out and managing floor plans, taking bookings for exhibition stands, and managing all requirements in the exhibitor manual.

It’s recommended that you find out who they are, make yourself known, and treat them even better than your best friend; especially as they often prove to be the solution finder if you happen to encounter any snags.

Exhibition Stand

It’s your shop window, mobile office, hospitality lounge, meeting room, and brand statement all rolled into one.

There’s probably nothing more important than your exhibition stand. As well as the practical elements, remember to seek at least one “wow” item that will allow you to make an impact and attract visitors.

Exhibitor Manual

Like this … but usually a guide focused on organising and planning your exhibition stand for a particular event.

It will contain everything from information on insurances you require to lighting regulations and parking.

But, unlike this version, it probably won’t tell you anything about snake oil, Sherlock Holmes, or space travel!

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