Exhibiting at an industry conference can be a pretty expensive exercise, so it always amazes me when I see companies who have not put much thought into their presence.
Having attended and participated in 100+ events over the last 30-odd years, and having often been asked about this by organisations wanting to achieve a greater impact from their event investment, I thought I’d share my experiences and provide some tips on how to maximise the value from your efforts.
Understand what your objectives are from having an exhibitor stand
Are you looking to generate conversations, leads, create brand awareness, or get a better understanding of the markets’ needs? Unless you have a market stall that you are selling your goods from, you are less likely to generate or close deals – the same way that a CV won’t secure you a job, as it’s simply a way to secure the interview.
Set your metrics and measure them. A hundred conversations that don’t lead to any follow up meetings may feel great at the event, but they’re pointless when it comes to achieving a return on the investment.
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