Quick Tips

Developing an Exhibition Promotional Programme – Part II

At-Show Activity
Make sure the press office has a good selection of your press material. Focus on benefits and what you’re doing at the show. This is often forgotten by many exhibitors which is a huge oversight as the press depends on such information to form their coverage of the particular show.

Invite key journalists to your stand and be ready for them with your press contact primed and your information ready. The organiser can help you identify which journalists you should invite.

At-show promotions can be an effective method of drawing visitor attention to your stand. Promotional giveaways are the most popular device but consider the benefit to you achieving your objectives. If you offer a business card prize draw consider what you are going to do with the bundle of business cards you’re left with at the end of the show. Don’t confuse them with leads. This is a contact database activity and shouldn’t be confused with real prospects.

Creating activity and movement on your stand by giving something to passing visitors can often be more productive particularly if you have included on the item your company contact details and what you do. If managed well and enthusiastically this kind of activity can generate real interest and serve as a hook to engage conversation.

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