Are you having an eventful year?

Exhibiting at trade shows and events whether at home or abroad is a great way for companies to promote their services, launch new products and network with industry peers. With exhibition footfall in the hundreds or even thousands there’s also a lot of potential new clients and suppliers all in one place. However, it can use a substantial part of your company’s marketing budget, so it makes sense to make the most of your investment.

This is where a good PR and marketing agency can help by making sure you have maximum exposure before, during and after the event.

Step 1 – Be ahead of the game

With hundreds of exhibitors at major industry shows, how do you attract visitors to come and see you? A creative, eye-catching stand design helps, but letting people know you’re there in advance is key. Promote your attendance through pre-show press releases, preparation of show press packs, your website and social media.

Getting your company included in the show organiser’s e-news, completing your online exhibitor profile, and being referenced in the show guide will all help to heighten your impact. Speaker opportunities at the show should also be looked into.

Step 2 – Chance to inspire and be inspired

Be clear what people should get out of coming to your stand. Are you trying to build brand awareness, launch a new product or drive sales? Maybe your business is growing and you’re on a recruitment drive. Make sure the staff on the stand understand your core message and are confident and friendly when interacting with visitors. Keep notes of all interactions so you can follow up after the show.

Exhibitions are also an opportunity to take away new ideas, inspiration and best practices for your business, so make sure you learn by visiting some seminars and key speakers. You should also take time to do some competitive research to find out what else is happening in the sector.

Keep your Twitter regularly updated with posts throughout the show, using the official show hashtags. Tweets should be appealing and jargon-free. Record short video clips to share on social media. Video taken at the show could also be used to share product information and client testimonials in the coming months. You could also get involved in videos taken by the event organiser’s on site camera team.

Step 3 – The show must go on

Packing up your stand doesn’t mark the end of your investment. It’s important to follow up leads while they’re still hot, and to get your show review press releases sent out. You should also respond to social media interactions if you haven’t had a chance to during the show. These could develop into important relationships.

Share details about emerging trends and innovative ideas from the show with colleagues and think about actions that could be taken to improve your own business.

In the build up to and during a show, it can be easy to let these things slip. However, to ensure maximum return on investment, it is essential these communications fundamentals aren’t neglected. If you don’t have the time or capacity to make it happen, then it’s worth getting help from the professionals.