All great success stories start with a plan. When you’re exhibiting, it pays to have as much prepared as possible. Reducing the risks of hiccups or unexpected surprises is vital, but where do you start?
Sometimes the best way to plan is to zoom out and create a strategy for your exhibition season before it starts.
Here’s what to consider when building the strategy that’s going to make your next exhibition season even more successful.
Build on your past experiences
Achieving more in the future can always be aided by looking backwards. The first step in your new strategy should be to review your previous one.
Discover what you learned, what went wrong and what was a resounding success. If you can develop a list of the essentials that you want to replicate, whilst also noting what not to do – that will form a strong foundation for the new strategy.
As times and trends change, it’s important to be prepared to modernise or update the things that ‘work’, as well as being open to trying again with the things that didn’t.
Plan your calendar
Everyone’s exhibiting calendar will be different – some organisations may be at one event, whereas others may be at ten. Planning your calendar to maximise the impact of your investment and showcase your brand is vital.
If you’re using the same stand theme throughout the season, this may be a little bit simpler. But if your stand requires tailoring before exhibitions, it can require extra administration in your planning process.
Consider if there are any new events you plan to attend, and if any extra preparatory work may be required – being careful to consider how that may impact existing events within your calendar.
Consolidate your messaging
Your messaging strategy will likely be determined by sales and marketing; maybe you’re focused on the launch of a new product, a company rebrand or a brand awareness campaign. But it’s still important to look at the bigger picture and plan how your strategy can best promote this message throughout the season.
Your message should be front and centre on your stand. It should be obvious to visitors who you are, why you’re exhibiting and what they’re going to gain from visiting.
Market trends
Within your organisation, there is likely to be great knowledge of market trends within your industry. That knowledge will be integral when building a strategy for your exhibition stand season.
Your sales team will be able to shed light on the appetite within the market, and what insight can they provide on customer pain points and needs?
Year on year, markets will change – and it’s important that brand messaging matches the needs of their users. Only then will you be able to maximise ROI at events using your exhibition stand.
Choose a strategic partner
Strategy is vital – but there’s a lot more involved in creating an exhibition space that works.
We’re trusted by clients the world over to help with the design, manufacture and installation of exhibition spaces that get remembered. Want to be next? Take your first step to better audience experiences now and talk us through your plans, so we can bring them to life.