Why Exhibit...

Exhibitions Deliver!
1. Exhibitions attract targeted buyers.
2. Exhibitions attract decision makers.
3. Exhibitions serve a variety of purposes for visitors.
4. Exhibitions provide returns.

Ten Reasons to Exhibit
1. Meet thousands of new buyers and develop a quality database
2. Develop a personal and direct relationship with your clients
3. Show your full product range in real life rather than a catalogue
4. Let buyers use all five senses to gain a full appreciation of your product
5. Get immediate feedback on your product range

6. Overcome objections and accelerate the buying process
7. Sell product at the show
8. Raise your profile in the industry and add value to your brands
9. Locate new agents and distributors for your products
10. Launch a new product and generate media interest

Statistics
WHY TRADE SHOWS WORK…..
Meet the decision makers
· 83% of all visitors to a trade show have the authority to purchase or are a decisive influence in the purchasing decision of the company.
· 72% of trade show visitors intend to make a purchase either at the show or in the near future.

Exhibitions are effective because
· 54% of visitors come specifically to see new products and services
· 48% come for information
· 40% to keep up to date with technology
· 15% to make business contacts

Did you know?
· 46% of people planning to visit a trade show make the decision to attend more than 2 weeks before the show.
· 25% of visitors decided to attend the trade show because they had attended the same event before
· 82% of trade show visitors are aged over 25
· An average expenditure of 9% of companies’ marketing budgets was measured as returning 23% of business.

CONSUMER SHOWS
Did you know?
· 62% attend for information
· 34% look for new products and services
· 21% have attended the same event before
· 53% plan to attend before the show opens
· 82% of those from out of town or state have travelled specifically to visit the show
· 87% are aged over 25

6 Quick Tips
1. Choose the right show. Often there are a number of options. Choose the show with a good record of attracting your kind of buyers.
2. Book your stand early. You will have a better choice of stands, lots of time for planning and may be eligible for an early booking discount
3. Promote your participation leading up to the event. Send out letters to all of your current and potential clients to let them know you will be at the show
4. Design your stand so it looks professional and so your product is the most obvious feature. It is important that visitors know what you do.
5. Search for qualified buyers at the show. Get your staff to be active in looking for the right people, qualifying their interest and recording their details
6. Follow up straight after the show. The show is the first big step, but to get real results you need to contact all the buyers you met at the show.

Choosing A Show
· Use the EMPL website to establish what shows are being planned, in which State, and when.
· Obtain a list of exhibitors from the organiser, to determine whether the show covers your particular industry.
· Speak to companies who exhibited at the last show, to gauge how successful it was.
· Obtain an audited breakdown of show visitors from the organiser, to see if the visitors are your target audience.
· Discover how established the show is and has it grown in the last few years.
· If possible, first visit the show to assess its appearance, organisation and success.
· Ask the organiser for a list of current, confirmed exhibitors.
· If it is an inaugural show, check the credential and history of the organiser.

Booking A Stand
· Establish how much space you ideally require to display your products/services.
· Check whether this then fits within your budget.
· Select a stand with high traffic flow eg. Near entrance, adjacent to kiosk, or on a corner.
· Ideally your stand should have more frontage than depth, for better traffic exposure.
· Ask who is on the adjacent stands. Do you wish to be next to competitors?
· Book early to obtain the widest choice of stands, and to gain an "early booking" discount.
· Sign and return the "Contract for Space" promptly, with deposit, to confirm your preferred site
· If you require special services eg. Gas, air, water, and ensure your preferred stand has these.

Ordering
· Read your exhibitors manual carefully. You will find all the information you need to make ordering things easy.
· After you have defined your objectives and designed your stand, establish a list of your requirements.
· Ask questions. Talk to the preferred suppliers if you are not sure, need clarification or ideas.
· Ask for written confirmation of the things you have ordered from your supplier.
· Ensure your stand coordinator brings a copy of your order to the show during set-up.
· Get in early. At least four weeks prior to the show. Last minute orders can incur late fees and delays during set-up or you may have to compromise due to shortage in supply.
· Use the official show contractor. They have been selected on their performance and will be there to help at the show if you need it.
· Keep it simple. Don't order too much for your floor space. As a rule, at least 50% of your floor space should be left for visitors.

Moving Things
· Where show stock is very valuable, insure it including during transit.
· If using outside carriers, book them four weeks in advance. Note many do not operate on weekends or holidays.
· Plan so that your product arrives after the construction of your stand has been completed.
· Ensure that fragile equipment/product is safely packaged.
· Use reputable freight forwarders, if product is coming from overseas. Seek recommendations from the organizer.
· Every item must be clearly labelled with your stand number and company name.
· Get a loading dock confirmation time from the organiser, to avoid your carrier waiting in queues.
· During move out, pack all your goods then move them out.

How to Make the Most of the Exhibition
· Set SMART objectives. Specific, Measurable, Attainable, Realistic and to a Timeframe. What do you want from this exhibition?
· Define the target audience. Who are the audience at this show? What products and services will they be interested in?
· Develop your message. Keep it simple and to the point. Aim your show specific message at the target audience.
· Attract people to your stand. Consider at show promotions, sample giveaways, competitions, hospitality, or launch a new product. However, don't let these things distract from your key objectives.
· Communicate. Who you are. What you do. What benefits you offer to your clients. The obvious needs to be stated.
· Pre-Show Targeting. Promote in the publications that the show promotes in. Involve you whole marketing mix early. Send out complimentary invitations to attend to you current and prospective client base inviting them to join you.
· Be clear and concise. Exhibitions are a competitive environment. You only have seconds to attract visitor's attention and engage them with your message.
· Graphics. Larger, bolder, simpler. As a rule of thumb, think of a size and double it. Think of a freeway billboard. What works on the printed page or website will not always work in an exhibition.
· Space. Leave plenty of room for visitors (buyers) on your stand. At least 50% of your floor area should be left for visitors.
· Involve your sales team. Brief your team on the stand prior to the show. Give them the whole picture, the why, what, where, who and your objectives, and seek feedback on your exhibit for the next show (write it down). Train your staff with in the three key areas of successful trade show preparation: how to manage visitors, product training and the gathering and recording of leads.
· Why will visitors buy from you?
Trust and comfort - analyse your key audience and communicate the visual language your customers speak and understand.
Quality of product and services.
Promise of after-sales service - an important factor for decisions to purchase - amplify your product warranties and back up your promises.
· Review, develop and change. Continual development and change is a must. Visitors (buyers) may walk past your exhibit if it "looks the same as last time" - nothing new here!
· Capture the moment. Photograph the event. Use it in further promotion and as a great stepping stone to your next exhibition stand.
· FOLLOW UP!
Sales are made after the show - have a follow-up strategy in place! Organise leads generated, send out follow-up communications, and make follow-up phone and sales calls. Qualify sales post event and review the results in three months time - you'll be surprised how many will be attributed to your presence at a trade show.

Staffing
· Staffing will ultimately determine how successful the show is to you.
· Use your very best staff - those that are friendly, motivated, and have a real knowledge of your products.
· Avoid using outside temporary staff - trade visitors expect to get answers from experts.
· Roster staff in four hour cycles, to avoid them is getting tired and de-motivated.
· Brief staff as to the goals of your exhibiting, so that they can focus on these.
· Set specific targets (eg. $ sales, visitor contacts) and offer rewards for achieving these.
· Instruct staff as to their "body language" on the stand.
· Have a de-briefing at the end of each day, to review results and problems.

Security
· Ensure that your insurance policies are extended to cover the show.
· Whilst thefts rarely occur at exhibitions, be particularly alert during move in and move out.
· Always have a lockable cupboard or storage area on your stand, for personal valuables eg. Wallets, phones, handbags.
· Co-operate with security guards employed by the organizer, as they are there to protect your property.
· Report any thefts immediately to the organizer.
· Never leave small, portable, valuable items unattended on your stand eg. Laptop, handbags
· During move out, station somebody on your stand until all product is removed.
· Don't leave commercially sensitive material on your stand, eg. pricing folders, client lists.

Expo Jargon
· Application: The form you need to complete to apply for an exhibition stand. Once accepted by the organiser the application normally becomes your contract.
· Booth: An American term for an exhibition stand. Often refers to a 3m x 3m stand with basic walls and flooring.
· Corinthian: A form of exhibition walling made up of wood panels covered in velcro-compatible fabric. Has the advantage of providing a flat and durable surface
· Darling Harbour: Generally refers to the Sydney Convention & Exhibition Centre which is located in the Darling Harbour precinct, a short walk from the city centre
· Floorplan: The layout of an exhibition or event showing all the stands and major venue features
· Framelock: An Australian designed modular construction system for exhibition stands. Comprises square poles, flat panels and other accessories for flexible yet affordable stand design.
· Jeff's Shed: The Melbourne Exhibition and Convention Centre
· Loading Dock: The area normally located at the back of the venue where goods may be unloaded and brought into the venue. Normally there is a wait during peak times. Forklift services or trolley hire may be available for a small charge. Check with the organiser.
· Manual: Most organisers issue an Exhibitor Manual to each exhibitor once they have contracted to an event. The manual will generally include an information section, checklists, order forms and catalogues for additional services
· Octanorm: An internationally recognised modular construction system for exhibition stands. Comprises eight sided poles, flat panels and other accessories for flexible yet affordable stand design.
· Organiser: A company who puts events together. Some organisers own the events they run while others organise events on behalf of industry associations.
· Pipe and Drape: An American system that provides basic fabric walls between stands. Generally not used in Australia.
· Pits: Service ducts located in the floor of an exhibition venue. Most would have power and telephone connections. Some have water, waste, compressed air or gas.
· Registration: The process of collecting visitor details before they enter the show. Common at trade shows but not public exhibitions
· Rigging: The process of hanging lights or banners from the ceiling of a venue. Generally allowed above your own stand at an additional cost.
· Shell scheme: Exhibition Space supplied with a basic stand. Often includes carpet, walls, lighting and a nameboard. Sometimes includes a powerpoint but not always.
· Space only: Exhibition stand supplied as bare floor-space. You will need to build your own stand.
· Space Plus: Exhibition Space supplied with a basic stand. Often includes carpet, walls, lighting and a nameboard. Sometimes includes a powerpoint but not always.
· Supplier: A company who provides services to the exhibition industry. For example furniture, stand design, rigging, transport or signage.
· Tracker: Refers to a machine which scans visitor name-badges and prints to an address label or floppy disk. Normally available for hire at larger trade shows
· Venue: The building where events are staged
· Withdrawal Fee: A fee agreed to by the exhibitor when they apply for space that will be paid if they subsequently withdraw from that exhibition. Generally it represents a percentage of the stand cost which increases as the show becomes closer.