Why should you exhibit at The National 4x4 Show, Fishing Show and Outdoors Expo?
Here are 2 simple reasons.
1. Meet face-to-face with thousands of potential new buyers, establish new and maintain old relationships and build quality databases.
2. Display, launch and sell your product range in real life and let the buyers see, discuss and compare your products in one location.
What do I need to know about booking a stand at The National 4x4 Show, Fishing Show and Outdoors Expo?
The procedure of exhibiting and booking a stand can be quite daunting. Here is a hint of what to consider when organising your participation at The National 4x4 Show, Fishing Show and Outdoors Expo.
First, you need to determine a set of measurable objectives. What do you want from the exhibition? For example:
- Generate sales
- Obtain sales leads
- New product launch
- Increase company/product awareness
- Maintain image, presence and/or awareness
- Establish a presence
- Support sales force
- Because the competition exhibits
- Find new agents, resellers, distributors, dealers, etc
- Enhance existing customer relationships
- Reach new markets
- Exhibit a complex and multifaceted product
- Conduct primary market research
Then you need to be sure the exhibition targets your buyers. Remember that when you book a stand at The National 4x4 Show, Fishing Show and Outdoors Expo, you are buying an audience, not just a space. You must ensure that the type of audience delivered to the expo will purchase your products or services.
In evaluating this decision, you should ask the Organiser a number of questions. For example:
- What is involved in the marketing campaign to promote the show?
- Previous visitor statistics.
- Is there some form of registration?
- Will a visitor database be made available?
- Copy of a previous Expo Catalogue.
- How will visitors know where to find my stand?
- Obtain testimonials from previous exhibitors.
Then you can develop your message. Remember to keep it simple and to the point. You need to aim your show specific message at the target audience. Communicate who you are, what you do and what benefits you offer to your clients. The obvious needs to be stated.
How do I know what stand to book?
Big or small your stand must convey a message and reflect your companies objectives and image. Don't let square metres and cost guide your space requirements. Think about what you want to put on your stand and how much space you will need to display your products in comfort. Have working machinery do the work for you and provide you the opportunity for engagement with the visitor.
- Review the floorplan and determine who is on the adjacent stands. Do you wish to be next to competitors?
- Book early to obtain the widest choice of stands.
- Sign and return the "Exhibitor Space Application Form" promptly, with deposit, to confirm your preferred site.
Pre-show Preparation
We know that you're busy and that there's never enough time to do everything you want to do, but if you do just one thing for your pre-show preparation, please read the Exhibitor Information Manual.
Why?
- You will save money and time.
- You will get what you need, when you need it.
- Your show experience will be productive.
- You will reach your show objectives.
If you don't take time to read the manual.
- You may encounter higher costs.
- You may not be able to obtain the services and supplies that you will need.
- You may encounter frustrating delays and inconvenience.
It takes less than half an hour to read the Exhibitor Information Manual. Take the time today to read it and pay particular attention to dates and deadlines.
Remember to share the important information the Exhibitor Information Manual contains with everyone who will be involved in organising your show experience to make certain it is a success.
Pre-show Promotion
PROMOTE, PROMOTE, PROMOTE.
Take control. Don't leave your success to chance. A profitable experience at The National 4x4 Show, Fishing Show and Outdoors Expo depends on what you do before the show to ensure your clients and prospects come to you.
Statistics prove that attendees come to an Expo with a set agenda of exhibits to visit. Your pre-show promotional activity can get you on that list. Expo attendees respond to invitations offering compelling reasons why they should visit a particular exhibit.
The invitation can be in many forms - direct mail, telemarketing, advertising, promotion, personal invitation, Show Specials - just as long as it provides meaningful information (a little creativity helps too).
Here are some other ideas on how to get your invitation out to your target audience:
- Advertise in the Expo Catalogue.
- Add a tag line to all your existing advertising and correspondence (including faxes) with The National 4x4 Show, Fishing Show and Outdoors Expo dates and venue, your stand number and an invitation as incentive to visit.
- Issue press releases announcing new products and services, key people attending the Expo and special show promotions.
- Hire a celebrity or promotional staff to be at your stand.
- Provide complimentary passes to your clients and prospects.
- Mail personal invitations two weeks before the show and set up on-site appointments.
- Mail out cards redeemable for a gift from visiting the booth.
- Make telephone calls to your key prospects just prior to the show with a personal invite.
- Tell visitors not to underestimate the time they will need at The National 4x4 Show, Fishing Show and Outdoors Expo (encourage them to come in the morning)
It's Showtime!
- Target customers/prospects onsite and schedule specific appointment times during the show.
- Practise qualifying lines with your staff to ensure the database you collect is strong and relevant.
- Develop easy ways to qualify new prospects such as collecting business cards or conducting a competition.
- Hand out novelty giveaway items with your company name, phone number and website address printed on them
- Distribute discount coupons available only at the show that are valid for a specified time period after the show
Follow Up The Business
- Post-show activity is the most frequently neglected stage of exhibiting, yet the most critical in the securing of business. So, immediately following the show, make contact with all prospects and customers who visited your stand.
- Send visitors to your stand a thank you acknowledging their attendance.
- Deliver what you promised in the timeframe agreed.
- Implement a system to track the activity of a lead longterm.
- Begin planning for your next show.
For more exhibiting tips, please visit the Exhibition & Event Association of Australasia's website by clicking here.