No matter how good the track record of our show, and the excellence of your
product, you will not get the most out of the exhibition without careful
planning and attention to detail.
THE MANUAL
About three months before the show you should receive an Exhibitors' Manual.
Read it carefully-most of what you want to know is in it. Note the deadlines-we
will allow as much time as possible but difficulties will arise if you
miss them.
PRE-SHOW PUBLICITY
During the run-up to an exhibition, take every opportunity
offered to promote both your appearance at the show, and your products.
Any regular advertising should carry a reference to the exhibition-we can normally provide you with free artwork for this purpose. Do consider advertising, even if you do not normally use this means of promotion-the exhibition catalogue and the many special Previews are ideal media, as they are often retained long after show for reference.
Did you know that published editorial accompanied by an attractive colour photo pulls nearly four times as many enquiries as a black and white photo?
INVITATIONS AND TICKETS
Research has shown that no other single means of promotion attracts more
visitors to an exhibition than the personal invitation from an exhibitor.
All ITE exhibitions will make a supply of tickets available automatically,
with more available on request.
Do make use of these by handing them to your sales force for personal delivery on their normal sales calls, or by mailing them to your customers and prospects.
IN-HOUSE PREPARATION
Check the availability of the products you intend to display,
and arrange for them to be brought up to show condition. Be sure to book
transport to the exhibition venue on the desired delivery date, and equally
important, arrange for transport to remove your exhibits before the breakdown
period expires!
Remember large items cannot be brought into the show during opening hours, so please make sure you liase with the official on-site handler.
Check too, that there are adequate supplies of company literature, and that it is all up to date. If you have been thinking about re-styling, now is the time to do it-and present the best possible view of your company.
If new display material is necessary, schedule photography sessions early, so that you have plenty of time to choose. New graphics should be commissioned well in advance too-these have a knack of taking much longer than you think to prepare!
Set aside a small area in which to store all the exhibition equipment as it becomes available-you may then avoid leaving critical items behind!
Remember to order any furniture, equipment and floral requirements well in advance of the show as these items cannot be guaranteed on-site.
One of the earliest decisions you need to take is whether you will employ a professional stand designer or use your own resources. Do bear in mind, when making this decision, that some of the larger exhibition venues may require that only the appropriate trade union members may work on stand construction. If in doubt, consult the organisers, who will be able to advise you.
In certain cases, stands may need to be approved by local councils and therefore it is important to arrange stand designs in advance to submit to organisers.
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