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.