Following on from last week’s post, we have part 2 of our top tips for exhibiting at shows.

Manual

Read the exhibitor manual in detail - it’s your bible! This will contain all of the info you need to know for the show including bump in/bump out times and details, delivery details, permits, health and safety regulations etc. Be sure you’ve got everything covered so there are no surprises.

Staff

I’ve seen lots of brands spending big bucks on flash stands only to man them with less than impressive promotional staff. Without doubt the best people to man your stand are your own staff as they have the knowledge and passion that you wish to convey to visitors. If this is not feasible then promotional staff will need to be fully briefed so they can confidently engage with visitors.

Stock

I’ve also seen lots of brands underestimate the stock for exhibtions! Always overestimate, just to be safe. Visitors at food shows in particular want to eat and drink A LOT so no stingy samples! The last thing you want is to run out half way through the show. Also consider whether you will store stock onsite or ship it in before or after each day.

Promotions

Competitions and promotions are great for capturing data to expand your customer database. They also allow for a reason to continue communicating with visitors after the show. It is important to carefully consider your prize - make it relevant and exciting for customers to encourage entries and don’t forget the permit.

Leverage

Think about how you can promote your involvement through other channels to excite customers and encourage visitation. Mention the show on your website, newsletter, blog, in direct mail, in store etc. Consider publicity opportunities also.

Measurement

Understanding what came of your participation in the show is paramount. Track sales, customer acquisition, competition entries, data capture - anything that will allow you to demonstrate the show’s success and facilitate comparisons year on year. Also, can you estimate a cost per head? That is, the cost of participating against the number of people you reached. This will show whether the investment was worth it.

Finally, if you are going to be on the stand during the event - wear flat shoes and pre book a post show massage because you’ll need it!

I hope this helps any would be exhibitors out there. If you have any further advice or experience then please share it with me.

Posted by Jane Outen

Today, I proudly call myself an exhibitionist. I believe this is a fair title after working on projects for the Good Food & Wine Shows in Melbourne and Sydney and the Food Show in Auckland - in addition to attending several shows a year as a spectator.

So whilst I am fresh off the back of all of this activity, I have collated some pointers (in two parts) for would be exhibitors. Whilst this is not rocket science, there are definitely a few key things to think about and get right for this activity to be effective. Part 1 looks at reasons to exhibit, budgets and developing your stand design. Part 2 will focus on the logistical side of running a stand, leveraging your presence at the show and evaluating its success.

Objectives

What are they? Is the audience right? What’s the purpose of your stand? Are you exhibiting for awareness, to encourage trial, move stock, for one-on-one time with customers or do you want to provide a particular brand experience? Set objectives and targets prior to participation so you’re clear on what you want to achieve.

Budget

Aside from the space itself, there are stand design, installation, product and staffing costs to consider. Do you have the budget, resources and time to be there? Set the budget and then add 10-15 percent as a contingency; this should cover any unexpected costs.

Location

Location can make or break the experience. Ensure you’re in a good isle with flow through traffic. Try to position yourself next to major show attractions and always check brands that will be next to your stand - will they help attract visitors, are they complementary products or services or are they competitors?

Type

From my experience standscome as a ’shell scheme’ or ’space only’. Shell schemes come with an exisiting frame (walls, signboard etc); space only is literally, space only; the exhibitors must provide everything. The former is cheaper but you are limited with what can be created in the space provided so work with your budget.

Design

You’re competing for attention in a crowded market so how will you stand out? Think about an overall look and feel. Do you want your stand to be functional or do you want to create a tactile or visual experience for visitors. Consider whether you need to employ someone to create a great stand design on your behalf.

Installation

Although it looks easy enough, stand installation can be labour and time intensive. Evaluate whether you can afford time away from the business to install the stand - is this time well spent? Sometimes it’s worth paying a professional to bump in and out; they’ll do it in half the time and the effort, leaving you with energy for the busy days ahead.

Branding

This needs to visible, consistent and in line with your other branded executions e.g. website, packaging, marketing collateral etc. The exhibiting space should bring your brand to life and reinforce people’s positive perceptions.

I hope this was helpful, part 2 to follow next week.

Posted by Jane Outen

It’s not wise to have a narrow view of the media (or anything for that matter!). While glossy magazines and metro newspapers are big alluring publicity targets, they’re not the be all and end all. So give some thorough consideration to the unsung hero that is regional press.

As Rural Press states on its website: “Regional newspapers have unique properties in terms of reach and acceptance in the market, making regional newspapers the most personal medium of all. The desire to be kept informed on local issues is reflected in the 4.8 million regional Australians who read a regional newspaper each week.”

It may not be as sexy as a double page spread in Vogue, but this often overlooked channel holds gems of publicity opportunities that can add value to a PR campaign for numerous reasons:

• Relevance - by tailoring stories to local areas, readers get a more specific story that matters to them. This isn’t always easy to do, especially if you have a national or international brand, but using local spokespeople, issues or statistics will help readers relate to the product/service.

• Breadth - regional papers usually offer a better sized article with more information and a greater likelihood of a picture. This of course depends again on the relevance of the story (and other competing factors), but regional newspapers have been known to print whole press releases verbatim if it’s right for their audience.

• Reach - with a newsworthy on-target press release, you could see your story being syndicated across other newspapers within one publishing group. That’s a great way to increase your exposure without having to tweak the press release multiple times for specific locations.

Had any great experiences with regional press? Please share them!

Posted by Helen Lear