4 Top Tips for Planning Before Your Exhibition

October 21, 2016

Trade show exhibiting can be a little overwhelming, especially if your show is just around the corner and you don’t have a clear trade show strategy. The key to success is careful planning. Exhibiting at an exhibition is very different from attending an exhibition. To drive traffic to your exhibition stand and leave a memorable impression on your visitors, you need to create a detailed plan for your event activities.

1. Choosing the right show

With thousands of exhibitions taking place around the world, it’s important to choose the right one. Exhibitions are a great marketing tool, especially for increasing brand awareness, launching new products and growing your customer base. But, not all will be the right fit for your company. Start by listing your exhibiting goals and identify shows that you think best suit your business.

Once you identified the shows that you would like to attend, make sure you learn how each one of them will contribute to your objectives. Select an exhibition that address your target audience and will help you attain your goals. To ensure your selected show attracts the right type of attendee ask organisers about attendee demographics, previous participants, attendee numbers and show statistics. 

2. Picking the perfect spot

So you now know which exhibition (or exhibitions) you want to attend. It’s time to register and reserve your space. If you want to be in a prime, high-traffic location, you must register early. This means at least 6 months before the show starts. If you really want to go all out with your research (and you should) you can check the venue schedule and take a visit during another trade show to get a feel for the place.

Explore where the highlight exhibition spots are and identify dead spots where customers don’t pass through. Being in the middle of an exhibition hall isn’t always the best. These areas can become regularly congested and detract attention. Spaces in the corner can be a good option due to their open space. Stands close to a restaurant, coffee shop or toilets are cleverly positions to tempt passing visitors. It’s always worth planning to get the perfect spot!

3. Get to know the competition
To make your success even more likely, ask the organiser for a list of confirmed exhibitors (most events also make the list available online) and check out your competition and floor neighbours. Find out more about them. What products are they displaying? Are they planning any interesting at-show marketing activities? Are they using interactive technology? Use this information to refine your exhibiting strategy. It’s also good to established a solid relationship with your neighbours. Communicate with each other, find out each other’s schedule and if possible, ask about their stand design.
 
4.Time to make an impact

Strategic planning is essential to maximising your return on investment. Unique design, striking content and engaging activities are all essential to making your exhibition a success. When planning your exhibition stand, instead of following design trends, always aim for individuality. Look at your communication objectives and develop a stand theme that conveys enticing messages and captures people’s attention.

When planning your on-stand activity, include fun and interactive elements that will capture the attention of show visitors – include gadgets, iPads, interactive games and competitions that help you bring your brand to life.

Don’t forget to consider your lighting needs – An element, often overlooked by many exhibitors. Highlighting certain areas of your display means that the visitor’s eye will automatically be drawn to particular products or services, A good exhibition stand designer will be aware of the best lighting practices and will know how to manipulate them to create different impressions.

Failing to plan? Planning to fail!

 Setting your exhibition strategy and identifying the role trade shows will play within your overall marketing and sales strategy is crucial and should be done as soon as possible.  Remember, your next business exhibition is your chance to show off the personality of your business, without hiding behind the numbers. Taking the time to plan out exactly what you’re looking to achieve and following a few simple planning steps will ensure you make the most of your day

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Overview: The award-winning Orange County Convention Center (OCCC) goes the extra mile to make every day extraordinary by offering customer service excellence and industry-leading partnerships. From their dedicated in-house Rigging team to their robust Exhibitor Services, The Center of Hospitality brings your imagination to life by helping you host unforgettable meetings and events. With more than 2 million square feet of exhibit space, world-class services and a dream destination, we are committed to making even the most ambitious conventions a reality. In October 2023, the Orange County Board of County Commissioners voted to approve allocating Tourist Development Tax funding for the $560 million Phase 5A completion of the OCCC. The Convention Way Grand Concourse project will include enhancements to the North-South Building, featuring an additional 60,000 square feet of meeting space, an 80,000- square-foot ballroom and new entry to the North-South Building along Convention Way. “We are thrilled to begin work on completing our North-South Building which will allow us to meet the growing needs of our clients,” said OCCC Executive Director Mark Tester. “As an economic driver for the community, this project will provide the Center with connectivity and meeting space to host more events and continue to infuse the local economy with new money and expanding business opportunities.” Amenities: The Center of Hospitality goes above and beyond by offering world-class customer service and industry-leading partnerships. From the largest convention center Wi-Fi network to custom LAN/WAN design, the Center takes pride in enhancing exhibitor and customer experience.  The OCCC is the exclusive provider of electricity (24-hour power at no additional cost), aerial rigging and lighting, water, natural gas and propane, compressed air, and cable TV services. Convenience The Center is at the epicenter of the destination, with an abundance of hotels, restaurants, and attractions within walking distance. Pedestrian bridges connect both buildings to more than 5,200 rooms and is within a 15-minute drive from the Orlando International Airport. The convenience of the location goes hand-in-hand with top notch service to help meet an event’s every need. Gold Key Members The OCCC’s Gold Key Members represent the best of the best when it comes to exceptional service and exclusive benefits for clients, exhibitors and guests. The Center’s Gold Key memberships with Universal Orlando Resort, SeaWorld Orlando and Walt Disney World greatly enhance meeting planner and attendee experiences offering world-renowned venues, immersive experiences and creative resources for their events. OCCC Events: This fiscal year, the OCCC is projected to host 168 events, 1.7 million attendees, and $2.9 billion in economic impact.  The Center’s top five events during their 2022-2023 fiscal year included:  AAU Jr. National Volleyball Championships 2023 200,000 Attendees $257 Million in Economic Impact MEGACON 2023 160,000 Attendees $205 Million in Economic Impact Open Championship Series 2023 69,500 Attendees $89 Million in Economic Impact Sunshine Classic 2023 42,000 Attendees $54 Million in Economic Impact Premiere Orlando 2023 42,000 Attendees $108 Million in Economic Impact