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Taking an exhibition stand can be a great way to build customer awareness but, fundamentally, exhibiting is about improving the balance sheet. Whatever the event, it’s vital that your stand produces a good return on your investment.

Of course, securing that return can sometimes be a challenge; far too often, businesses commit to the expense of exhibiting but then sabotage their own success by sending poorly prepared teams to attend their stall. With 80% of a stand’s success coming down to staff performance, training makes a crucial difference.

That’s where our exhibitor training comes in, read our blogs and watch our short online-training videos to help you get the best out of the expo.

Launch Day: Exhibitor Training Video #1 of 36

By Mubarak Chati, MD, 1 Events Media.

 

Watch the video for this tutorial and download a copy of the full blog for this tutorial.

 

Welcome to our new series of video tutorials for exhibitors. We have produced a series of short, 3 minute presentations that explain how to get the most from your business exhibition strategy; how to choose the right event, how to plan for it, and how to engage effectively with visitors before, during and after it. Alongside each video, we’ll be producing a short blog article to summarise the key points. In this first article, we look at what is arguably the most important question of all.

 

How Do I Choose the Right Expo?

 

Am I Exhibiting for the Right Reasons?

 

Read the full blog here

Before the Expo, the 6P’s: Exhibitor Training Video #2 of 36

By Mubarak Chati, MD, 1 Events Media.

 

Watch the video for this tutorial and download a copy of the full blog for this tutorial.

 

‘Spend more time on preparations before the event so you can be ready to maximise your ROI at the event.’

 

When you think about all the tasks you need to complete in readiness for an expo, it can quickly start to feel like a whirlwind. Yes, there’s a plethora of activities to consider, but fear not: we have encompassed all the key areas using a framework called “The Six P’s.” We designed this by placing a strong emphasis on the key priority areas required as part of an overall strategy to help generate the ROI.

 

We’ll be examining each of the following elements individually in our next few blog posts, but if there’s only one message that you take away today, let it be this:

 

So what are the Six P’s?

  1. Plan
  2. People
  3. Prospects
  4. Pre-Event Promotion
  5. Print & Merchandise
  6. Paperwork

Read the full blog here

Before the Expo, Plan – Why? Exhibitor Training Video #3 of 36

By Mubarak Chati, MD, 1 Events Media.

 

Watch the video for this tutorial and download a copy of the full blog for this tutorial.

 

‘Know your destination before you start your journey’.

 

Proper planning is fundamental to achieving a successful return. By spending time preparing for an expo, you’ll be able to focus your efforts on the areas that most need your attention and you’ll avoid wasting time on less productive activities. This all helps to maximise your chances of generating a return on investment.

 

Businesses spend large sums on exhibitions and typically spend a disproportionate amount of time on the creative aspects of the stand design – usually at the expense of other vital issues such as staff training, pre-event promotion, researching the target audience and – most importantly – focusing on what they most want to get out of the event. Read the full blog here

Before the Expo, Plan – Calculating your ROI: Exhibitor Training Video #4 of 36

By Mubarak Chati, MD, 1 Events Media.

 

Watch the video for this tutorial and download a copy of the full blog for this tutorial.

 

‘ROI is not sales revenue. To generate ROI it’s important to understand what it is’.

 

Getting a return on investment from an expo is doesn’t just mean generating leads and converting them. To get a real understanding of ROI, you need first to work out your costs. This includes the costs of the stand space as well as the display stand, merchandise, literature, give-aways, staff time, travel costs, accommodation, subsistence and much more.

 

Spending time understanding the actual costs will help you determine the profit you need to generate in order to see a positive return. In turn, this will allow you to examine your average lead conversion success rate and determine how many enquiries you are likely to need from the show in order to generate the necessary ROI. Read the full blog here

Before the Expo, People: The right staff, the right attitude #5 of 36

By Mubarak Chati, MD, 1 Events Media.

 

Watch the video for this tutorial and download a copy of the full blog for this tutorial.

 

‘Your team members are the face of your organisation. Make sure you select, motivate and train them accordingly.’

 

Having the right staff is extremely important because, very simply, your people will determine your success at the event. During your preparations, concentrate on ‘TEAM’ values. In other words:

 

  • Trained
  • Engaging & Passionate
  • Attitude & Mindset
  • Motivated & Energetic

Read the full blog here

Before the Expo, People: Staff Training #6 of 36

By Mubarak Chati, MD, 1 Events Media.

 

Watch the video for this tutorial and download a copy of the full blog for this tutorial.

 

‘80% of stand success is down to staff, so train them.’

 

Having the right staff is one thing, but having a team that is fully trained, briefed and ready is the main objective when it comes to generating a return on investment from expos. Read the full blog here

 

 

Before the Expo: Prospects #7 of 36

By Mubarak Chati, MD, 1 Events Media.

 

Watch the video for this tutorial and download a copy of the full blog for this tutorial.

 

‘Guarantee visitors to your stand by inviting them.’

 

Exhibitions not only provide a platform for generating unexpected new leads; they’re also a great opportunity to strengthen existing relationships – with established customers, with suppliers and with ‘warm’ prospects. An expo affords a chance to invite people to meet up in a productive, business-focused environment, where attendance delivers benefits for everyone.

 

It’s often a good idea to alert known businesses and stakeholders to the fact that you’ll be exhibiting, and to invite them along to your stand. But be selective; not everyone will benefit from attending the particular expo you’ve chosen. Remember, you’re asking for them for their time and commitment, so make sure you are adding value; that you’re giving them a good reason to invest that time. Read the full blog here

 

Before the Expo, Pre-Event Promotion: Why? #8 of 36

By Mubarak Chati, MD, 1 Events Media.

 

Watch the video for this tutorial and download a copy of the full blog for this tutorial.

 

‘80 percent of companies do little or no promotion of their exhibition ahead of time’.

 

The importance of pre-show marketing cannot be stressed enough. Incomm Research showed that 76% of trade show visitors plan their schedule in advance, meaning they already know which exhibits they want to visit.  Meanwhile, a study carried out by the Trade Show Bureau found that 45% of attendees are attracted to a company’s exhibition either through pre-event marketing or direct invitations.

 

In short, it’s not a good strategy to appear at an exhibition expecting to rely solely on passing trade. If you aren’t publicising your presence in advance, the chances are that you’ll be missing out on some big opportunities. Read the full blog here

Before the Expo, Pre-Event Promotion: Online? #9 of 36

By Mubarak Chati, MD, 1 Events Media.

 

Watch the video for this tutorial and download a copy of the full blog for this tutorial.

 

‘Use free digital platforms to attract the right visitors to your stand.’

 

Many online digital platforms are free to use, and you should certainly consider using them to promote your presence at your next event. There is no shortage of available channels, so the challenge is to choose the right ones – those that offer the best penetration within your target markets.

 

It’s normally a good idea to use blogs, e-newsletter campaigns, videos and platforms such as Twitter, LinkedIn, Facebook and Instagram. Gauge which of them are best used by your target markets and develop a simple communications plan. You can then schedule your activities accordingly. Remember to be consistent in your messages, and note that some channels require daily activity while, for others, fortnightly or monthly activity may be enough. Read the full blog here

Before the Expo, Pre-Event Promotion: Online? #10 of 36

By Mubarak Chati, MD, 1 Events Media.

 

Watch the video for this tutorial and download a copy of the full blog for this tutorial.

 

‘Choose the marketing channels that most effectively reach your target audiences.’

 

‘Offline marketing’ has become a catch-all term referring to more traditional (non-digital) promotional platforms. These can include things like direct mail, sales letters, business networking sessions and printed or broadcast media. There is no ‘one size fits all’ solution when it comes to choosing your promotional channels but for certain events and target markets, some of them can be surprisingly cost effective.

 

There is a preconception that some forms of promotion are prohibitively expensive; TV and radio advertising, for example, are often regarded as channels that struggle to deliver a worthwhile return. However, the reality is more complex. It all depends on your audience.  Read the full blog here

Before the Expo, Print & Merchandise: Print #11 of 36

By Mubarak Chati, MD, 1 Events Media.

 

Watch the video for this tutorial and download a copy of the full blog for this tutorial.

 

‘‘Have the right literature for the expo so visitors can take something tangible about your organisation away with them’

 

Print & Merchandise is the fifth of our Six Ps – the six key factors to bear in mind when planning to earn a meaningful return on your exhibition investment. In this post, we’ll look at the first part of that category – the printed items that you’ll want to produce in readiness for your exhibition.  Read the full blog here

Before the Expo, Print & Merchandise: Merchandise #12 of 36

By Mubarak Chati, MD, 1 Events Media.

 

Watch the video for this tutorial and download a copy of the full blog for this tutorial.

 

‘Don’t expect a visitor to turn into a customer just because they took a pen from your stand. Why have it? Because it gives you a presence after the event.’

 

Print & Investing in promotional goods might seem like an unnecessary cost when you’re trying to control your expenditure, but if you set clear objectives and select the right merchandise for your target audience, it can generate a valuable return on investment.

 

Most exhibitors will have pens on their stands; others will spend more on items such as coasters, mugs, mints, USB sticks, car air fresheners, bags and trolley coins. The question is: are these things worth the effort?  Read the full blog here

Before the Expo, Print & Merchandise: Stand Display #13 of 36

By Mubarak Chati, MD, 1 Events Media.

 

Watch the video for this tutorial and download a copy of the full blog for this tutorial.

 

‘’A visitor will typically take three seconds to view your stand before they pass by. In three seconds, your display must convey your company name, what you do and at least one customer benefit.’

 

Stand design is important to the success of your event. Whether you are re-using an existing display or starting a new design from scratch, there are some important considerations to bear in mind. .

 

Stands come in many forms: bespoke, pop-up, pull-up and more. Some even feature interactive screens. Whatever form it takes, the ‘3 second rule’ will always apply.  Read the full blog here

Before the Expo, Print & Merchandise: Layout Design #14 of 36

By Mubarak Chati, MD, 1 Events Media.

 

Watch the video for this tutorial and download a copy of the full blog for this tutorial.

 

‘’When it comes to designing the stand layout, keep SOLID in mind: Storage, Openness, Location, Inviting, Draft Design.’

 

Planning your stand is about more than just the display you erect. The whole space should be planned to encourage visitor engagement and to make life easy for your exhibition staff. Good layout design means thinking about how people will actually use the space. The acronym SOLID shown above is a useful tool to keep in mind. Read the full blog here

Before the Expo, Paperwork: What do you need? #15 of 36

By Mubarak Chati, MD, 1 Events Media.

 

Watch the video for this tutorial and download a copy of the full blog for this tutorial.

 

‘Paperwork is not a ‘necessary evil.’ It’s an essential tool for making sure you plan well, keep things organised, and maximise your return on investment.’

 

In today’s tutorial, we’ll be covering the 3 pieces of paperwork every exhibitor needs to have for the show; Staff Timetable,  Checklist, Data Capture Form. Read the full blog here

Before the Expo, Paperwork: Data Capture #16 of 36

By Mubarak Chati, MD, 1 Events Media.

 

Watch the video for this tutorial and download a copy of the full blog for this tutorial.

 

‘Contact details are vital. As a minimum, you should record a full name, company name, position, email and telephone number. A business card will provide most of this information. Make sure they have agreed for you to make contact.’

 

As we noted in our previous article, we need to give serious consideration to the information we plan to collect at the event. So, what data should we collect and how do we capture it? Read the full blog here

During the Expo, SELFLESS #17 of 36

By Mubarak Chati, MD, 1 Events Media.

 

Watch the video for this tutorial and download a copy of the full blog for this tutorial.

 

‘A useful acronym, SELFLESS is designed to help you get the most out of every expo.’

 

You’ve arrived at the expo, and today is the day. So, how will you spend your time? And what do you need to do to make the expo work for you? To help with this section of the training, we have created a framework called SELFLESS. Read the full blog here

During the Expo, SELFLESS – Stand Appearance #18 of 36

By Mubarak Chati, MD, 1 Events Media.

 

Watch the video for this tutorial and download a copy of the full blog for this tutorial.

 

‘Imagine you are running a shop. Your exhibition stand is your shop window; your opportunity to encourage visitors to come inside.’

 

So how do you make that stand display as attractive and appealing as possible? Read the full blog here