Planning the Perfect Expo: What We've Learned
Have you considered booking a booth at an industry expo, or need some pointers on upping your game? Exhibiting is an excellent sales and marketing tool, and there are plenty of events available to bring your product into the spotlight.
If you’re new to expos and don’t know where to start, we’ve got you covered! The Liftoff team has been in the game for a few years. After an especially busy period of exhibiting, we’ve compiled a list of suggestions to improve your experience.
It’s Never Too Soon To Prepare
Expos can be a heavy lift, and for nearly every aspect of planning, time is of the essence. Set yourself up for success by taking care of these time-sensitive items ASAP.
- Secure your spot early. Most show floors fill up quickly, especially if you plan to exhibit at a well-known industry event. Registering in advance allows you to strategize your floor position around your network, competitors and ideal audience.
- Prepare your marketing collateral. Updated sell sheets, fresh business cards and any merchandise you plan to offer or display should be in hand and ready to go at least a few months in advance for quality (and quantity) assurance.
- Acquire your booth and decor ahead of time. This is not only important for quality assurance, but also for floor planning. A polished space to market your product will go a long way to attracting potential clientele.
- Take care of any behind-the-scenes necessities as soon as possible. Most events require separate payment and setup if you need electricity or internet access at your booth. If you need help moving heavy machinery or setting up a bulky display, this should also be arranged far in advance. If you require shipping, make sure you have a carrier in place or plans with the show’s house shipper in time to meet drop-off and pick-up deadlines.
Set Your Team up for Day-Of Success
Don’t show up underprepared. Careful planning can increase the return on your investment.
- Ensure your booth staff is prepared. Send in your experts with a pre-planned script and any details they’ll need to know. Staff in sales or other customer service roles are a natural fit — they’ll have a solid understanding of how to sell your product with confidence.
- Bring enough members of your team. Whether it’s for lunch, a quick bathroom break or time to explore the exhibit hall, it’s vital to have enough hands on deck to not stretch your team too thin. This will also allow for valuable networking opportunities if staff visit other booths.
- Arrive early. Most exhibit halls will be open for exhibitors at least an hour in advance of opening their doors to the public. This gives you time to settle in, set up a game plan and get prepared for early morning visitors.
By Alyssa Alford