Attending the Leicester Business Exhibition in September is great for raising your profile and making more people aware of the great products and services you have. But a successful exhibition is about much more than just ‘being there’ with your pop-up banner and leaflets…

Here are the top 3 pitfalls, and how to avoid them…

1 Not knowing why you are there
You need to have some specific goals to achieve at each exhibition. It might be a number of new leads, or finding a new supplier, conducting local market research, showing off a brand new product, or even selling something as a show special on the day.

You can’t tell if you were successful, without having a number of goals set out for your team to achieve on the day. They must be measurable and achievable. Something like: Getting ten new leads, signing up 50 businesses to your newsletter and completing 50 research questionnaires- in return for the obligatory sweetie!

2. Not taking enough Staff

Running a stand all day on your own, or with just two of you is another pitfall. You will need time to walk around yourself, and to take a few breaks for food and water, and leaving just one person on the stand means you will miss out on talking to people who won’t wait until your colleague becomes free to speak.

If you are a sole trader or cannot shut down the office for the day and take the staff, then call up your nearest Virtual Assistant company – you will find them in every networking group or on LinkedIn, and book them for the day to come and speak to people on your stand, hand out leaflets, collect questionnaires, give out freebies, etc. It looks good to have a friendly face on the stand and is a sensible cost addition to the day.

3. Un-Briefed Team
Briefing the team for LBE2018

Do your staff know exactly what you want to achieve on the day? Have you told them which questions to ask? Which companies you are most interested in meeting? Will they ask for a business card from everyone they speak to?

Make your company ‘exhibition stand’ rules, which could include: no eating on the stand, no sitting down staring into space, and no in depth chats to each other while people just walk quickly past. It may all seem obvious to you, but think about the last exhibition you walked around and what looks most professional to visitors… Did anyone on the other stands do any of those things? Did it put you off speaking to them?

These are the three biggest pitfalls that are really very easy to avoid. Sometimes it is these little things that can make a huge difference to people as they walk around deciding who to stop and talk to…

Why not try it out at this years’ LBE event on Thursday 27th September? You can book your place right now, and have a few months to get everything in place for the big day.

 

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