pr and marketing news
September 28, 2018

How do you maximise ROI for your exhibition spend?

Digital interaction makes global communications easier and facilitates certain transactions, but people buy from people. It’s shows that bring people together. Customers, prospects, media and support services all gathered under one roof – surely an easy hit for business growth? We can help you observe the Dos and Don’ts of successful exhibiting in order for your business to come away with that vital new lead.

The 5 Dos versus the 5 Don’ts

DO

• Set, clear measurable objectives

• Prepare for before, during and after the show

• Invite customers and prospects

• Create a high-impact stand

• Chase up your leads

DON’T

• Fail to market your presence at the show in advance

• Be too frugal with your display or recycle outdated stand

• Take the wrong staff – relationship builders and people who are knowledgeable and enthusiastic about your products/services are needed

• Forget to research the visitor profile to the show and make sure it is a worthwhile spend

• Neglect your post-event follow-ups – keep the leads hot

Whether nationally or internationally, Allotts has spent over 20 years providing total exhibition support across a range of industries. Its marketing services know no boundaries and encompass a full range of support including stands, roller banners, pop-ups, literature, digital press packs, preand post-show press releases.

One of its Australian clients, exhibiting in India, engaged Allotts to design and deliver its exhibition stand in order to boost its message amongst healthcare decision-makers in this rapidly expanding market. Not only did Allotts deliver the stand, the agency raised awareness of the company’s attendance and product offering with promotional literature, a press release to relevant media, inserts into a key Indian Healthcare magazine and arranged an interview with the same during the show.

Many of the agency’s clients spend the majority of their time making sure that their equipment or products are of the highest standard. This leaves little time for self-promotion, which is why outsourcing PR and marketing support to another expert is so important to future growth.

Although it might seem a significant financial commitment to showcase products overseas or even nationally, it has been proven to be worth the spend. Many SMEs value it as one of the most important aspects of their marketing repertoire.

Solid, back office marketing support, means that companies have made initial contact with the correct audience and the exhibition sales team is not left to operate in a vacuum. With potential business circulating on the same site, an exhibition presence gives SMEs the chance to work on a Newsletter Summer 2017 Page 2 of 2 level playing field with larger competitors. Networking opportunities will be there for the making and deals, hopefully, there for the taking.

If your business is considering a trade exhibition in the near future, then please give Allott and Associates a call to see how our services can best support you – tel: 01423 867264.

CONTACT US

Allott and Associates
Northern Office
Claro Chambers, 42 High Street
Knaresborough, near Harrogate
North Yorkshire HG5 0EQ

T: +44 (0) 1423 867264
Allott and Associates
Southern Office
Trinity House
45 Camden Road
London NW1 9LR

T: +44 (0) 207 257 2017
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