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Do Your Own PR has gathered together a team of experienced business authorities to bring you their expert tips on getting publicity for and growing your business.
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Making A Display of Yourself
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by Caroline Lashley at www.theeditorsoffice.co.uk
Although there are many ways to raise your company profile, there are going to be times when you need to leave the office and put yourself on display. Now, before you run away with the idea of doing something totally outrageous (that might well fit into your promotional plans at the risk of comprising your company from which it may never recover – ie. doing a Ratners), what I’m looking at here is exhibitions.
Exhibitions – we’ve all been to them and we’ve all got opinions on what makes a good one. Yes, exhibitions do take time, planning and resourcing if you want a good return on investment (on all counts) and they’re not to be taken likely as they’re expensive activities to run and on that note, here’s a few pointers on why we exhibit…
Why exhibit?
Companies exhibit for several reasons – here are some of the main ones:
To increase sales
To generate leads
To acquire contacts
To raise your brand profile
To get noticed
To meet the press & the media
OK – so what makes for successful exhibiting?
Planning
You can’t do enough of it. Like the saying goes, fail to plan and you plan to fail! To prevent that scenario from happening, this is a quick pre-exhibition planning checklist:
Research
Check the potential audience, location of exhibition, companies in the same field. Don’t forget to read the exhibitors’ pack thoroughly
Let your customers know you’re exhibiting
Offer them free tickets.
Ask exhibition organisers questions if you’re unsure – and remember, they’re there to help you be successful.
Before you sit down and breathe a sigh of relief, that’s not it – there’s more… What – more? Yes… don’t forget these pointers:
Planning your stand: choose your position (near the front’s good but expensive). Look for positions where there’s lots of foot traffic. If need be, attend other exhibitions and pay attention. Make sure your stand’s eye-catching for all the right reasons
Getting noticed: besides having an eye-catching stand, find ways to turn browsers into customers. You can be interactive, use music, competitions, demonstrations, and the all-time favourite, freebies! Don’t forget your image: you are promoting yourself and your company – this is also PR! Ensure that you and your staff – if any – are approachable, knowledgeable and well-presented: you don’t get a second chance to make that first impression… ·
Don’t forget to bring company literature – posters, business cards, samples – people like to see things….
When you set up stall, please be early – there’s nothing worse than not having enough time to set up. Meet the organisers and if possible other exhibitors, check your equipment (as part of Health & Safety requirements) and pay attention to detail.
During the exhibition, make sure you’re comfortable (but don’t look tired), take regular breaks, look confident and invite visitors to your stand. However, don’t forget to keep your stand tidy…and smile!
And after having a successful exhibition, don’t forget to follow up on any leads and secure those potential sales and if the experience has been less successful, take the time to pinpoint what worked from what didn’t and look for lessons to make the next experience more profitable.
Caroline Lashley is the owner of PR company www.theeditorsoffice.co.uk
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| Posted: 08/03/2005 15:03:14
Last Updated: 08/03/2005 17:28:29
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