Exhibitor Manual

Online exhibition guide. R is for …

Your complete Exhibitor Manual and online exhibition guide – from exhibition stand design to event strategy.

Exhibitor Manual Introduction.

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There is a multitude of event registrations systems available with an ever-growing amount of sophistication. This can include anything from integrating with social media so connections can see events being attended to smart forms for your website.

While much of this is handled by the event organisers, you should also play a part in encouraging people to register and attend the event where you are exhibiting.

Registration suggestions and links can be included in email newsletters, social media posts, your web pages, and within direct marketing material.

You can additionally consider sending out VIP invitations to targeted prospects and existing customers.


You may have a long list of business objectives for your exhibition stand activity. But have you stopped to question what your prospects are hoping to achieve from attending an event?

Market research conducted at an early stage will allow you to tailor your stand features to meets customers’ needs, wants, and pain points.

Questions you might ask include:

  • What are your main objectives for attending the show?
  • When visiting a stand, would you prefer X, Y, or Z?
  • What would be specific products or services of most interest to you?
  • What would attract you to the stand of a supplier of X?
  • Please describe a particular problem that could be solved for you at the event.
  • What are the top three criteria for you when you consider a supplier of X?
  • Can you suggest a special feature that would interest you?

Return on Investment

Very few businesses do not have Return on Investment (ROI) as a high priority in most of their commercial dealings. Yet, when it comes to trade shows and exhibitions, ROI is often replaced by “gut feel”.

There are a number of metrics that can be used in the calculation of your ROI. And the question you can ask include:

  • How many leads are captured?
  • How is sales value information attributed to events?
  • Can you estimate conversion rates and average values?
  • What procedure is used for following up leads?
  • Are leads categorised?
  • What are your event costs, including staff?
  • Can you estimate the cost of attending meetings out-with the shows?

No two organisation are the same but, by preparing to answer a few key questions, the right formula can be applied to calculate your ROI for exhibitions and help you make better future decisions.

Role Playing

The most popular fancy dress costumes include super-heroes, pirates, animal onesies, hippies, and Donald Trump!

Most people enjoy a little role-playing and it’s a useful part of preparing for an exhibition.

There’s no need to wear any fancy dress, but your team can adopt the roles of customers to anticipate questions and prepare the best answers prior to the event.

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