Your three step guide to preparing for exhibition success ahead of the event

Step 1 – Set clear objectives for attending to make the most of those all-important interactions

Sure, the main goal for the event is to create awareness and sales leads to turn into revenue, however, there are many more things that you can look to gain from face-to-face interactions with customers. Consider:

• Engaging with customers to ensure they understand how your drug/device benefits patient care in your clinical area
• Using the event to gain market research insights from existing and potential customer. Showing that you care about their views and opinions will create a strong affinity to your brand, and customers will feel part of future developments. You could also use the opportunity to collect feedback quotes and soundbites to use in future marketing.

By making sure you think about this ahead of the event you can set yourself up to ensure you maximise success for the time and money
spent.
 

Step 2 – Pre-show marketing

How does it feel to know people have specifically headed to your stand to talk to you? Good right?

Delegates often plan who they want to see at an exhibition to ensure they make the most of the time they have at the event. Therefore, you need to make sure your customers know that you will be at the show and where to find you.

• Pre-show PR and advertising are great ways to let people know you are going to be at an event, so make sure your exhibition stand features in the event PR as well as through your own channels.
• Let people know what you will be talking about, showing, demonstrating, or sampling.
• Make use of various channels to do this to ensure visibility and maximum exposure.
   

Step 3 - Prepare your event staff

As the saying goes ‘To assume makes an ass out of you and me’. And that is true here. Never assume that everyone in your team knows the objectives for attending, how to ‘work’ the stand or have the right conversations.

• Share documents with your team to ensure everyone is set to achieve the same goals for the event
• Prepare help documents and/or schedule training for your team to ensure everyone has all the information they may need.
• Schedule stand staff to ensure a mix of experienced representatives or individuals who can help less experienced members of the team gain tips and listen to best practice.

In summary, organisation and communication (both internally and externally) are key. Planning for success will ensure you achieve a greater return on your exhibition spend. 

If you are interested in exhibiting at Guidelines Live 2023, please get in touch today to find out about available spaces.

Already booked your stand? Keep an eye on your email inbox for the personalised social media assets that will be landing soon.

  Author: Jo Soler

  Senior Marketing Manager, WebMD | Medscape