7 Tips on How to Get the Most Out of Exhibitions

August 9, 2015

Reno Macri

Reno Macri is a founder and director of UK based leading exhibition company Enigma Visual Solutions, specialising in exhibition design, event branding, interior design and retail branding. He specialises in experiential marketing and event productions.

Exhibitions and trade shows can be very productive events for businesses, but it is important to get the experience right in order to make the most of these kinds of opportunities to present your brand and products.

1. Choose the Right Exhibition: Attending the right exhibition can help you to reach out to the right audience, to make useful connections, and to focus on the right industry or geographical location, but spending time on the wrong event could be a serious waste of time and resources. It is essential to research an event before you decide to exhibit there so that you can be sure it will fit your purpose. Good ways to find the right exhibition include checking where your competitors exhibit and talking to trade associations to find out which events are recommended by specialists.

2. Learn from Your Competition: As well as using your competitors to find the best places to exhibit, you can learn a lot from them about the best ways to approach your target audience. What kinds of promotions are other companies running at the events? Are they running interactive or social media campaigns around their attendance? Have they created a specific micro-site or blog for their event? How can you make your business stand out from the rest?

3. Identify Your Targets: Knowing who you want to talk to at the event before it begins can help you to use your time more efficiently. Check the list of attendees to find out who else will be there and come up with a plan to reach out to the people you want to meet. You might want to conduct some background research so that you can make the right impression. You can also contact some people before the event to schedule a dinner or meeting, entice them to visit your stand with a personalized promotion, or find out whether they will be attending a particular event or giving a talk.

4. Don't Restrict Your Activities to the Exhibition Itself: Attending a well-respected event can boost your reputation, so make sure you mention it on your website and social media platforms. You can also use them to interact with attendees before, during and after the event in order to keep them engaged. You should also take advantage of the opportunity to arrange meetings and other activities outside the main schedule of events, and of any extra exhibition services such as changes to arrange private meetings or give presentations.

5. Make Yourself Stand Out: You need a clear message, a distinctive stand, and a reason for people to remember you. Come up with a promotion or interactive element that will direct people to your company website, or a giveaway that will actually come in useful. Be creative so that people will keep talking about your brand.

6. Be an Attendee, Not Just an Exhibitor: Don't tie yourself to your own stand. Make sure you have several people with you so that you can take turns to explore the rest of what the event has to offer. You can learn a lot and make some great contacts while you mingle, attend activities, and visit other exhibition stands.

7. Assess Your Success: Track how well you are achieving your goals so that you can learn how to do even better at your next event and calculate your ROI. Make sure you know how many people visit your booth, and how many leads and sales your attendance has generated, and what people thought about your presence at the event.

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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