Exhibitions

6. Running the Stand

6.1 Plan the details well in advance.

• When will you set up the stand?Where will your packing materials be stored?
• When will electricity supplies, lighting and any special requirements be installed?
• Have you got an adequate supply of brochures, leaflets and business cards?Where will you keep them?
• How will the stand be kept clean and tidy?
• What are the security arrangements?Does your office insurance cover the exhibition?
• Will there be refreshments for your team and visitors?

6.2 Plan your message.

How will you respond to different types of visitors?

• What information will you give out to students and other visitors who are unlikely to be customers in the near future?
• What will you say to journalists or VIPs who visit the stand? Who will look after them?
• How will you handle competitors who are looking for information?

6.3 The right employees are essential to create a good impression.

• Always appoint a stand manager.Make this person responsible for timetabling and for briefing everybody involved.
• Choose personable and knowledgeable employees.Ideally, your stand should always have one sales expert and one technical expert.
• Allow for breaks.If the same people are on the stand all day, they will become tired and jaded.
• Employees should be smart and punctual.
• Good selling technique is vital (see 7).

6.4 Attract attention to the stand.

Activities like displays and demonstrations will help generate interest in your stand.

• Activities visitors can participate in are likely to be more effective.
• Prize draws can be a good way of collecting names and addresses of potential customers.
• Refreshments perk up tired visitors and encourage them to spend more time on your stand.