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• Be too frugal with your display or recycle outdated stand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.
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