E3 Expo – Pre Event Training for Exhibitors
On Tuesday 28th February, nearly 70 representatives of exhibitors at the forthcoming E3 Business Expo attended 1EM’s unique pre-event training day.
Held at the Bolton Whites Hotel, the session stands as an excellent example of how 1 Events Media sets out to do things differently. It organised the day to give exhibitors the opportunity to plan more effectively, to hone their customer engagement strategies and, thus, to equip themselves to achieve the best possible results on the day.
“Most businesses have exhibited in some form and at some point in their histories,” said Mubarak. “In many cases, they’ll be used to taking stands at a variety of trade shows and exhibitions throughout the year. What always surprises me, though, is how many organisations do so without making detailed preparations or devising a proper strategy.
“To me, this seems like a wasted opportunity. Many trade exhibitions, when you add up the costs of the stand, the space and the staff time, will be costing exhibitors many thousands of pounds – sometimes tens of thousands – and yet all too often, companies send people to represent them without giving any detailed thought to their precise goals or exactly how they will engage with visitors. I was determined that this wouldn’t happen at the E3 Business Expo, and a training day was the obvious solution.”
Drawing on twenty years of experience in the field of exhibitions, conferences and awards, Mubarak began the session by emphasising the importance of planning. This, he said, should be more fundamental than just agreeing the logistical details of stand design and producing promotional materials. Its starting point should be the whole idea of return on investment. Exhibitors should come to events like the E3 Business Expo knowing the potential value of a new contact and how many leads they will need to make the investment worthwhile.
On-stand staff should also understand key processes such as qualifying leads, capturing data and tailoring key sales messages to match the interests and priorities of individual visitors. Noting that 80% of an exhibitor’s success usually depends on staff performance, Mubarak discussed these and other skills and showed the difference they could make to a company’s results.
Pre-event promotion is another key element of the strategy and Mubarak devoted part of his presentation to techniques and strategies for maximising awareness amongst potential visitors and customers. In a wide-ranging discussion, he touched on many other important issues, including the ‘Six Ps’ of pre-event planning, how to maximise results on the day, and vital actions that exhibitors should take immediately after a show.
“Helping exhibitors to plan and engage properly isn’t just good for the exhibitors themselves,” said Mubarak. “It should also make for a much more positive visitor experience. Visitors come to events like this because they want information, contacts and ideas for doing better business; if exhibitors can provide these things quickly, clearly and in a compelling way, then both sides are likely to come away from the encounter feeling happy.
“Ultimately, that’s what this training day and the Expo itself are about. We’re trying to build bridges between North West businesses; helping companies to understand what’s on offer here in the region, and how greater collaboration can benefit us all.”
At the end of the event, a number of delegates expressed their appreciation for the event.
One of the delegates was Reta Madgin, Marketing Manager at Farleys Solicitors LLP. Her verdict: “Excellent training and a great opportunity to meet up with other businesses in advance of the Expo.”
Another attendee, Andrew Dewhurst, Managing Director at Affilius Group, said: “We may have a return on investment on the Expo from the training alone; we are looking forward to a rewarding exhibition in April.”
Visitor registrations are open and the event is free to attend. Register here