Participating in a trade show is a huge event and you need to prepare as well as possible to get the best results.

Proper preparation is the key to efficiency. The Organising Committee of the exhibition "LiftExpo. Moscow" has prepared a detailed guide for participants, which will help you prepare for the event as easily as possible.

 

BEFORE THE EXHIBITION

Step 1: Define the objectives of your participation

Defining the purpose of participation is the first step in effective preparation. By deciding on this step, you will be able to choose the tools to achieve your participation goals as clearly as possible.

What are some objectives?

• To find new customers and partners
• To cultivate relationships with existing customers
• To maintain company image
• To gather information about the market and competitors
• To introduce a new service or product

Step 2: Plan your participation budget

When preparing to participate in an exhibition, it is necessary to calculate all the costs in advance. Typically this will include stand space, design and marketing, staff time on the stand and the work of promoters. Don't forget to include travel costs if the show is in a different region. It is also important at this stage to decide what type of stand construction you will use and to plan for the production of promotional materials.

Step 3: Decide on the design of the stand

The stand is the first thing that attracts the attention of visitors to a show. It should match your company's objectives for the event, taking into account both functional and emotional aspects. When planning your stand, be sure to include space for a utility room. Pay particular attention to the meeting area, which is a key part of the stand. Make sure that it is separate from the presentation area and creates conditions for comfortable communication. A high quality stand design will attract the attention of visitors and the right zoning will provide comfortable conditions for a long stay and communication with company representatives. You can contact our technical team to order stand design services

Step 4: Look out for advertising

To attract visitors and customers to your stand, advertising and sponsorship opportunities are as important as an attractive design. The more potential customers hear about you or see your brand, the more likely they are to choose your stand.

Promotional opportunities offered by show organisers allow you to reach a wider audience and increase brand awareness. Visitors usually plan their visit in advance by studying the exhibitors on the official website. It is therefore worth looking at options to promote your participation before the event, such as advertising on the website, in the guide, newsletters and other promotional channels. In addition to individual advertising opportunities, sponsorship packages are also available. This is particularly important if you want to attract new customers and partners.

Step 5: Actively invite visitors to your stand

Every exhibitor strives to make their stand as attractive and memorable as possible. To ensure that visitors don't miss your stand, start spreading the word about your participation well in advance. Take advantage of what the organiser has to offer and use promo codes, banners in your email signature and other tools to draw attention to your stand. This will help you attract more visitors and make your participation more effective.

 

WORKING EFFECTIVELY AT THE SHOW

Step 6: Train your staff before the show

Regardless of the stand design chosen, competent staff are a key element in the success of an exhibition. Without skilled staff who know how to interact with visitors, it is almost impossible to achieve high results.

The first priority is to ensure that stand staff are knowledgeable about the company and its services. To achieve this, it is advisable to

- Assign responsibilities to staff: communicating with key clients, contacting the press, working with promotional and presentation materials, etc.

- Draw up a list of responsible persons and distribute a list of their work contacts to ensure rapid communication in case of need.

- Determine in advance the format for recording each meeting for later analysis and to create a database of stand visitors.

- Hold a pre-show meeting with staff before the exhibition and ensure that everyone has carefully reviewed the materials provided.

- Organise short daily meetings during the show to discuss current issues and exchange ideas.

- Be mindful of first impressions: the appearance of staff on the stand is important in creating a positive impression of the brand.

 

WHAT TO DO AFTER THE SHOW

Step 7: Follow up with the visitors you made contact with immediately after the event

Show attendees interact not only with your company, but also with your competitors. To stand out from the crowd, it's important to take care of visitors both during and after the show.

Write a short thank-you note and send it to everyone who visited your stand after the event. It is also important to provide visitors with the materials and data you promised them at the show. From the outset and down to the last detail, try to project the image of a reliable partner who always keeps its promises.

Step 8: Analyse your participation and the work of the stand staff

When summarising your participation in the exhibition, focus on the purpose for which you attended the event. An important measure of success is the number of leads generated, but it is also important to look at the quality of those leads. It is important to remember that an exhibition has a lasting impact on a company's image. In addition to the number of leads generated directly at the event, it helps to increase brand awareness.

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