Five key things to make an exhibition event successful

In this day of intense competition, even the most successfully run businesses may find it nerve racking to organize an exhibition event. Let’s face it, even if you pay big bucks, there is no guarantee that visitors will throng to your stall. First things first, you need to engage the services of an exhibition management expert, ideally a company which has a track record of hosting successful exhibitions for its clients in the past.

Exhibition planning requires a lot of thought and research. One has to plan everything from the exhibition stand to the staff who will be handling the proceedings of the day. From our experience of exhibitions in Kolkata, here are five basic and key things that we think can make your exhibition event a major success.

Have a goal in sight 



You would say that the goal of any business exhibition event is to sell. But as an exhibition planner would tell you, your objective has to be far more specific. For instance you need to ask yourself, why you are exhibiting in the first place? Do you want to launch a new product? Do you want to get a database of your target audience or is it an exercise to increase your brand awareness. This objective should be in sync with your business goals and clearly defined and communicated at the very outset.

Presentation is primary



Exhibitions, as exhibition event management expert believes is not about having and spending huge money. Its about getting creative with the resources you have. You have decide on the right look and feel of your stand and can use anything from electronic presentations to lighting to attract visitors to your stand. The goal must be to showcase your objective and convey it in a clear and concise manner. You do not always need to pay big bucks to book a huge stand. A small and attractive stand can work just as well!

Involve the event organizer


Just getting any exhibition stand is not good enough for you. Make sure you and the exhibition planner whose services you have engaged ave several meetings with the organizer of the event to explain the nature of your business and the purpose of your exhibition. You have to ensure that you get the right placement for your stand, at the best possible price. Your negotiation skills will come in handy along with the acumen of the exhibition planner’s ideas.

The right team 


This is a crucial aspect of an exhibition too. You need to make a careful choice when it comes to the people who will be at your stall. Ideally exhibition planners recommend that you have a good mix of “hookers” or people who will hook the attention of your target audience and “spotters” or those who will spo potential customers and direct them towards your stall. For an exhibition event to be successful, you should ideally appeal to all the five senses of your attendees- see, hear, taste, touch and smell.

Spread the word



After all the arrangements are done, make sure you inform all those who you would like to attend the event and visit your stall. These days it is imperative to make use of social media platforms to let your audience know about the latest in your business. Send out formal invitations to your existing clients and put a gentle reminder on email as well. Exhibition planners also recommend that you are in sync with the marketing efforts of the event organizers and work with them closely in order to get more publicity. If you can afford it, you may even considering linking your business name with the event itself.

Exhibiting is indeed hard work, but the results can be very satisfying and rewarding for your company. It is therefore a job that is best left to the experts!


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