Category Archives: Blog posts


No goals, no glory. Setting goals and metrics for your exhibitions.

Did you know that on average marketers invest roughly 45% of the total annual marketing budget into an exhibition, and only 64% of marketers set goals and metrics to measure the success and return on investment for that show?

Measuring the success of your exhibition should form part of your overall marketing strategy when considering booking a stand at a show. Here are some tips on how to set specific goals and measure the success of those goals.

Understand your cost vs return.

How many people are due to visit the show? On average about 5% of the visitors will actually walk through your stand and engage with you. You can work on that number to set goals.

How much revenue is generated by 1 sale? How much are you investing?

So how many sales do you need to secure to make a return on your investment for the show?

Set specific goals with quantifiable results.

Make your goal list comprehensive and try to capture all the value you can get from the show, and make the goals specific and metric driven. For example:

Goal 1: 15 sales written during the show. 12 sales written post-show over 6 months.

Goal 2: 75 leads received during the show. 45 qualified leads received post-show.

Goal 3: Gain media coverage of 3-5 articles or mentions in the top trade titles over the next 2 months.

Goal 4: Identify and recruit at least 7 new distributors or partners.

Goal 5: Build a contact database with at least 100 plus contacts for marketing purposes.

Keep it simple.

During the show ensure you have setup a system to collect the leads, sales and contacts that you wish to obtain, in a simple and time efficient manner. Ensure all the staff are briefed on the goals and how to capture them without causing a bottleneck during peaks times of the show traffic.

Exhibition Planning for 2018

If you haven’t already started planning for the exhibitions that your organisation will be taking part in throughout 2018, we’d suggest spending some time before the annual shut down to get prepping. The events industry charges into the new year without hesitation, with some major events happening early in the year.

Bigger, Better and Brighter 2018

Reed Exhibitions is excited to once again organise an array of spectacular exhibitions around South Africa and into Africa as our African footprint grows.

Reed Exhibitions has more than 17 exhibitions in South Africa. The portfolio includes award-winning exhibitions such as World Travel Market Africa, ILTM Africa, Small Business Expo, and Decorex, which kicks off in Durban in March 2018.

There are also some new shows joining the line-up, including SMARTmeetings powered by ibtm events, and Smart Factories Expo in East and West Africa.

Connecting People

We believe that our exhibitions provide a powerful tool for business owners to build the success of their businesses by incorporating face-to-face interaction. As industry-leaders, we are committed to creating market places for your business to help you grow and establish your presence through value-driven trade exhibitions and conferences in growing and developing markets.

For more information on our 2018 calendar, visit

Getting the most out of your exhibition investment

Exhibiting is an investment that can propel your brand forward and gain the attention and interest of your target audience. Here are some tips on how you can make sure you get the most out of any exhibition.


1. Define What Success Looks Like for You

It’s important to set business goals and map out a lead creation plan before going on site to the exhibition. Determine what your main goals are: sales leads/sales on the day/feedback.

This is vital for you to measure and track the success following the exhibition, so that you know what worked well for the next one you attend.

2. Be Selective

There will always be a handful of people who are only there for free giveaways and are not really interested in doing business.

Proposify suggests “Learn to spot a tire kicker when they show up at your display booth so that you don’t waste a huge amount of time selling to them when they have no serious interest in your product. You don’t have to be rude, but you’re also there to do business. You need to move on.

You also might want to have some sort of qualifying activity before someone can take home your t-shirt, coffee mug, or that magical stress ball.”

3. Choose the Right Location for Your Booth

The space you select can make or break your exhibition success. Usually areas near the food and beverage stations have lots of traffic, where stands at the corners of aisles or near the entrances have better visibility.

Make sure you book your space as early as possible – the best spots go fast!

4. Collect emails

Try to collect the email addresses of qualified leads so that you can follow up with them at a later stage. You can reward leads who give you their email with giveaways. Be sure you comply with the CPA and POPI Acts!

5. Follow up ASAP

Once the exhibition is over and you’re back in the office, start the conversation and follow up with those leads as soon as possible.


Consumer Marketing in a Tough Economy

According to SME South Africa, there are 4 major and direct impacts that the recent economy downgrade will have on your customers, which will in turn affect their spending confidence.

(Read the full article here:

Here are some considerations you need to be aware of in order to keep your business moving forward despite economic challenges.

1) Customer Service
In a price-competitive market, one of the most effective customer retention strategies is to have exceptional customer service. If this is something your business is not already working on, now is the time to start improving your after sales service, technical support, response rates on social media, and call centre interactions.

2) Product Information
Consumers are becoming more informed and educated about what they are purchasing, and will meticulously compare competing brands to make sure that they are getting the most value for their spend. Ensure that wherever possible, your product or service information is clearly and easily explained on your website, brochures and other marketing collateral, and that you have an informed and accessible sales team on hand to address any questions promptly.

3) Brand Values
While tough economic times can lead to feelings of desperation, panic and anxiety, it’s important to remember your brand values and not harm your brand reputation by losing focus on aspects like social media community management, de-valuing your products and services by offering extreme discounts, and losing touch on what your competitors are doing in the market

Exhibition Stand Trends

If you’re looking for ways to freshen up your exhibition stand design, take a look at our top exhibition stand trends for this year.

Green is the Colour

Nature-inspired shades of yellow-green add a splash of energy to your stand. This can be pulled through in wall paper designs, signage and using live plants.

Take a look at some colour combinations that incorporate this lively green here:

Eco Friendly

Keeping in line with the green colour trend, incorporating eco-conscious stand designs and décor elements like re-usable banners and signage, and re-purposed material for furniture, both creates an impression with visitors and is kinder to the environment.


Clever use of lighting is often neglected from stand designs or left to convention, however it can be used effectively as a surface, as part of the flooring, and in your displays.


Consider investigating ways to incorporate touchscreens at your stand. They help to keep customers at your stand for longer, but can also help educate interested visitors on key product features and benefits.

What other stand design trends have you come across? Let us know.

5 Last Minute Marketing Ideas for your Exhibition

Sometimes the opportunity presents itself to become a part of an event or exhibition at the last minute. If you find yourself in that circumstance, read through our list of 5 last minute and inexpensive marketing ideas to let your customers know where you’ll be and how they can get involved in the expo or trade show.

1)   Personal Phone Calls

Make a list of your top clients and give them a call to invite them to the event. Adding a personal touch by phoning your guests is helpful in getting them to attend or sending a representative in their place.

2)   Create a Hook

Think about a special offer that you can run at the event. Could you offer a discount on items bought on the day? How about offering a special gift or goodie bag to the first 20 or 50 people who visit your booth? Offers like these draw people into your booth and can compel them to make time to attend the exhibition last minute.

3)   Revamp your E-Sig

Updating your email signature with details about the exhibition is an effective, simple and quick way to market to people who you would naturally deal with throughout the day.

Include the dates, times and venue of the exhibition, as well as a link to buy tickets.

4)   Email

Send an email to your customer list and people who have shown interest in your business, product or services. Remember to include the details about the exhibition and information about any special offers that you’re running and where they can buy tickets.

5)   Online Marketing

Take to your business and personal social networks to update your followers and connections. Add any relevant images to your updates to help them stand out, like the exhibition logo or promotional images from the event’s social networks.

Have you used any other effective last-minute event marketing tactics? Comment and share your ideas with us.

Successful Mind Set | Planning for Success | Reed Exhibitions

One of the core values of the Reed Exhibitions’ team is to have the interests and success of our exhibitors at heart. Working with exhibitors across 41 different industry sectors, the ultimate goal for every exhibitor is to create a success out of the event that can build and sustain momentum towards further success throughout their business.

Whatever success looks like for your organisation, we’ve consolidated some of the most frequently talked about mind sets that, once adopted and developed, can help you achieve your goals.

1. Successful People Stay Curious

No matter what your level of education, you should never stop learning. According to Angie Zimmerman, author of 7 Steps to Master Your Mind to Increase Sales and Boost Productivity, having an endless supply of curiosity is key to seeing beyond what is in front of you, discovering what you are truly capable of and keeping yourself in a growth mind set.

2. Successful People Understand that they Have Control over Their Lives

Even though you may not be in control of what gets put in your path, you can always and only control yourself and how you react to life’s challenges. By controlling your reactions and attitude, you can continue working towards your goals with steadfast motivation.

3. Successful People Focus on One Thing

Brendan Burchard, a #1 New York Times bestselling author on motivation and the use of digital and affiliate marketing speaks about directing your thoughts and energies into one goal and objective at a time, and defining your mission to keep you focussed on the things you need to work on to succeed. “Make fewer decisions… the more decisions that we make, the more our brain becomes fatigued.”

4. Successful people don’t take failure too seriously

Failure is an opportunity to begin again with more knowledge and experience than before. We all experience failure and setbacks, the difference is that successful people don’t perceive this as a struggle. With a successful mind set, you know that failure is part of the journey toward something greater.

Watch this video clip and find yourself feeling inspired and motivated in under 5 minutes.

3 Tips to Sell Yourself at Expos


Making sure you get the most out of the expo that your business is exhibiting at comes down to making sure that sales happen. It’s no secret that majority of the time, people buy into you as the brand representative before they buy into your product or service.

Here are our top 3 tips to help you sell yourself to potential customers:

1: Have a friendly chat

It comes down to a simple conversation – no hard sell – just talking and more importantly, listening to what the customer says. People are more receptive to engaging with you if you connect with them and talk about them, not you. It can often seem difficult at first to not actively sell how great your product is and why you love what you do, but with a bit of practice, you will find it becomes second nature to engage the customer with the confidence that it will turn into an opportunity for you to sell your product or service.

2: Watch your body language

Making eye contact, not fidgeting, and remembering to smile are all indicators that you are interested in what your potential customer is saying. It’s these subtle cues that are often pivotal in making the sale.

3: Offer solutions

After listening to what the potential customer has said and asking the right questions, you should be able to start thinking about how you can make that person’s life easier with your solutions. In a competitive marketplace, customers value a personal connection with a supplier they can trust to have their best interests at heart. Keep notes of your conversations so that you can follow up after the event.

Whether it’s only you or a big sales team who will be representing your brand at an expo, make sure to set clear sales goals before the event to get the most out of the exhibition.