The hard work of an exhibition doesn’t start on the day of the exhibition. In fact, the exhibition itself should be the easy part – a change of scenery and a way to engage people in real conversations and have a bit of fun at the same time. Yet, from organising your exhibition stands to making all the relevant preparations for capturing data and information, the planning process should be extensive and potentially even laborious. However, such an approach will show great results.
Not only do you need to make sure you have a great graphics and great quality, but you also need to make sure that your exhibition stands and banner stands are as interesting as possible. You have a very limited window of time to capture people’ imaginations and interest and having a combination of images and words that create an instant impact is going to be important. Likewise, any information you give verbally needs to be executed as succinctly as possible, delivered in an interesting and appealing way.
Banner stands and the like also don’t just need to be effective close up, but they need to draw the eye from a distance. The images and information therefore need to have both subtlety and impact in equal measures to draw people in and then keep them hooked once they have achieved their first objective.
Touching base with potential customers and clients before the event is also a good idea. It may seem like a lot of work considering you will see them face to face at the event itself, but by reaching out beforehand they are far more likely to give you their time on the day.
Ultimately, the work you do at the exhibition itself and the results you see will be informed by the preparation far more than you might realise, so ensure that any checklist you create focuses on the planning as much as the event itself, if not more so.
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