Free Advice on Exhibiting

The essential guide to ensure a well planned, hassle free and successful exhibition.

TJW Exhibitions have been operating successfully in the exhibition industry for over 14 years. This site is designed to give you as much information as possible to ensure you are armed with everything necessary to exhibit successfully not only at a TJW event but at any exhibition you may attend in the future.

Click on to any of the links below to learn more…

Do Exhibitions Work?
What Type Of Show Is Best?
How Do I Book?
Get Organised & Plan for Success
Be Involved In Pre-Show Marketing & PR
Ready, Steady, Measure!
After The Show
The Picture Gallery

(Do exhibitions work?)

Fact: Exhibitions Work

Exhibitions are an excellent form of marketing, they bring you face to face with your target audience and allow you to operate in an environment and atmosphere designed to be conducive to doing business.

Exhibitions are a versatile marketing medium and the most direct form of direct marketing!

If you are still not convinced click here for more info.

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What type of show is best?

The list below gives some aspects that should be considered before selecting a show. Don’t waste precious time and money without doing a bit of research beforehand.

1. Be aware of the type of exhibitions out there either by looking in a publication such as exhibition bulletin or by searching the web.
   
   
2. Find out what sponsors or supporters the show has and if they have anyone ‘endorsing’ it.
   
   
3. Does the show have any media partners and what advertising will be done to get visitors there?
   
   
4. Before booking ask for data from previous years events.
   
   
5. Get a list of who is currently booked to attend.
   
   
6. Find out the reputation of the organisers and ask for testimonials from other companies that have used them.
   
   
7. Get a full pack of their current literature and brochures and look at their website.

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How do I book?

1. Select your stand from the floorplan for the show and consider the following:-
   
   
   1. What size?
   2. The location
   3. Where are my competitors?
   4. Do you want shell scheme or space only?
      (Space only is applicable if you have a purpose built stand that your contractors build for you and shell scheme is a framework that is already there for you to either attach graphics or erect banner stands or a pop up within.)
      
      
2. Discuss your options with the show sales person, they are there to help and advise you.
   
   
3. Provisionally hold the stand if you need to discuss with colleagues otherwise it could be gone by the time you have approval.
   
   
4. Make a firm booking and ask sales to forward a contract for you to sign.
   
   
5. Ensure you are aware what is and is not included in your stand package.

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Get organised and plan for success

You have booked your stand and need to know how best to proceed. Below is a list of the items that need to be considered:-

Your Objectives

Make sure you are clear on what you want to get out of the show and who your target audience is. Ensure you set objectives at the start and all activities are planned around achieving these. Remember to ensure they are measurable.

The Right People

The people you have on your stand and elements such as what they wear, body language, company knowledge and their attitude will all be a contributing factor in your success so ensure you select the right people to represent the company. Have a briefing meeting with your team and ensure everyone has an action plan and rota to work from.

The Exhibition Stand

As well as the right people you must ensure that your stand is well designed and includes everything you need. It needn’t cost a huge amount of money but good furniture, lighting, decoration and graphics will go a long way.

Stand Out From The Crowd

Exhibitions are fun and creative, think of something you can do to explore the five senses – can you do a demonstration where visitors can touch, see, smell, taste or hear something exciting. Doing something memorable will mean visitors to the show will stop and take notice of you.

Read The Exhibitor Manual

One of the top 10 exhibitor blunders! The manual contains all the important information needed to plan your presence at the show and includes everything from access times to a location map plus contractor details and forms to complete. It very often looks worse than it is and a few minutes is often all that is needed to acquire a wealth of information and knowledge. You should also ensure you are familiar with any rules or regulations.

Ensure You Know ‘The Minor Details’

After the manual, information will often follow on small, but important aspects of an event that will be useful for you and your team e.g. parking, the opening, VIP’s, etc. If you are not sure on some things phone the organiser and ask!

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Be involved in the pre-show marketing and PR

1. Ensure your marketing team ‘buy into’ the event and can tie your presence at the show in with your usual advert, campaigns and mailings.
   
   
2. Tell the exhibition organisers about you and what you are doing, they will have an ongoing campaign that needs stories and case studies.
   
   
3. Give the organisers a quote that they can drop into press releases and brochures.
   
   
4. Put a banner advert on your website and ask for the organisers to list you on theirs with a link.
   
   
5. Be aware of the branding and sponsorship opportunities that are available and can help increase awareness of your company or brand.
   
   
6. Distribute or display posters, leaflets or tickets for the show.
   
   
7. Run a competition and liaise with the organiser on how it can be pre-promoted.
   
   
8. Ensure you supply the organiser with a press release for the media packs for any visiting media/press.
   

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Ready, Steady, Measure!

In order to justify your investment, improve your own activities and ensure your objectives are met, it is essential to have an evaluation procedure in place to measure results.

1. Produce an action plan – who is responsible for what and when.
   
   
2. Decide how to capture data at the event and how to process this data.
   
   
3. Have a team meeting before and after the show to get everyone’s feedback, comments, etc.
   
   
4. Review your progress throughout the show and make notes so that you remember what works well or needs improving for next time.
   
   
5. Obtain post show information from the organisers to assist you.
   
   
6. Produce a report with statistics and make recommendations for the future.
   
   
7. Re-book early for next year!
   
   
8. Follow up the leads you have gained – this is your business payoff from the show.

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After the show

Any good organiser will want to continue to improve their events year after year and they are unable to do that unless you ‘their customer’ gives them the feedback they need. Remember they can’t do something about it unless they are aware of it!

1. Give the organisers your feedback, usually in the form of a questionnaire.
   
   
2. If the event has been successful let the organisers have a testimonial, this will be used and can only mean you get more PR!
   
   
3. Keep track of any leads or business which can be used as a success story or case study.
   
   
4. Remember the long term value, items such as the show programme can be kept for months after an event and business may still arise long after the show takes place!
   
   
5. Action any recommendations so that next time you will have improved and developed.

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Picture Gallery

Coming soon.......