Events & Exhibitions

Being seen at relevant exhibitions is very important - it shows your audience that you are there, that you are a Key Player & they see you alongside others within your industry. It would look especially bad if your target audience see your competitors at an event and not you attending.

Choosing the right exhibition agency is the first step (as there are 100's in the UK from small startups to establised big brand names). By using an IT Exhibition or telecoms events agency, you will ensure you are talking to the best equiped agency. The will understand the IT & Telecoms sector & the numerous IT Events (which can be viewed here) that occur around the UK.

Choosing the right sort of stand is also very important - the stand needs to suit the exhibition and the audience that is going to be visiting the event. There are many types of stands available (popup, banner stands, shell scheme, bespoke stands) and these vary in the price & size they come in. Different stands send out different messages & ensuring you are sending the right message it the first thing to think about. Again, an IT Exhibitions agency will better understand the most appropriate stand for your market & your event to make it a success for you.

Ensuring a good position at an event is going to have a big impact on the foot flow through your stand; if you are tucked away in a corner, do not be surprised if there is a shortage of visitors. Having a stand near to the entrance, or near catering facilities (a restaurant or tea stall) will ensure people see your stand and gives the opportunity to browse or collect a brochure.

Making sure you have enough staff manning your stand will give visitors the chance to ask questions and get answers (without having to wait for someone to be free, or worse still, come back later because the sole member of staff has left the stand for a cup of tea or to answer a phone call). Another thing to bear in mind is the right number of staff for the stand; too many staff can be overwhelming & deter visitors from visiting or collecting a brochure.

Finding an excuse to draw attention is a good way of creating interest. The goal is to get people onto the stand, so your staff can engage in conversation so looking at ways to attract them is important. Offering free give always is popular - something innovative and cost effective can work wonders. An MP3 player or USB memory stick are popular and tend to work better than things like pens or golf balls (but beware of students or other exhibitors taking your stock). Giving away free drinks or having a small bar always seems to get people onto stands. For some hiring a professional actor or model can create interest and bring people onto the stand. For some, something like a magician or a themed character can draw attention (whether this be something unique or a member of staff dressed up as a superhero for example).

Make the most of all opportunities, exhibitions are expensive so do ensure staff come across as happy, presentable, approachable & not sitting around or talking to their friends, or off looking around to kill time. Consider banning mobile phones on the stand, as there is nothing as off putting as a member of staff talking to a partner or laughing out loud or texting when they should be representing your firm. Make a note of all visitors to the stand (either with a scanner, which many events have available; or by writing the name & contact number of the visitor) as these are your prospective customers - who may at some point want to talk business with you whether now or in the future.

Consider using other marketing services around an event like a mail shot to let people know you are due to attend, a mail shot following up the event & thanking visitors for coming to the stand and if possible a telemarketing campaign to chase hot enquiries.

• Ensure you have the right characters on your stand to talk to interested parties
• Develop creative new ideas to get your stand noticed by your clients
• Design attractive stands to communicate your message quickly and easily
• Designing literature stands that are easily accessible to passers by
• Train staff in manning and positioning on your stand
• Ensure the stand is presentable at all times - remember, image is everything!

Do you need help or advice?

If you are looking for an agency to help you, an IT Events company or Telecoms events company, then we are here to help. Simply use the region box at the top right of the page to select an IT exhibition specialist & feel free to talk to them. If you are not sure what exactly you are looking for then feel free to contact us free of charge by completing the quick & simple form below.

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