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Organizing Participation at Exhibition


The responsible manager should be authorized to make decisions in all issues of exhibiting. These issues include:
1. The area that the exhibitor needs to present his or her goods and services. It requires some things to decide – what to exhibit, how to place the exhibits; besides, you should know the cost per square meter.
2. Project budgeting.
To avoid unnecessary expenses and maximize return on the exposition investments, it is better to divide the budget costs into two areas: direct expenses – payment for stand space, stand installing and dismantling, for special literature -, and indirect costs – the staff time to prepare for the exhibition, costs and expenses on work at the exhibition.
3. Choosing/designing the stand.
A stand is a construction that allows demonstrating your product. The exhibitor can bring the stand or can order its manufacture from the exhibition organizer. The exposition should be orientated to three-dimensional perception; it should be well-lighted and involve the existing models, movies – anything that attracts by its unusual nature. There should be space for the staff’s outerwear, and a room to receive visitors. It is advisable to have a comments book.
4. Preparing materials for the exhibition catalogue (as a rule, a few months before the exhibition).
5. Planning the exhibits and stands transportation, staff accommodation.
6. Making and printing the invitations to prospects.
7. Training the staff to work at the exhibition. They should demonstrate the new product in action, and explain its functions and advantages. Besides, there are basic rules for the stand staff:

• Be amiable and friendly;
• give visitors a few minutes to look at the stand; do not talk to them right off;
• come up to them with appropriate observations, for example, “Have you seen our car?”, “Have you seen our brochure?”
• ask the visitors for which company they work and what their role in the company is;
• ensure opportunities to provide additional information;
• wear the symbols / badge of your company;
• talk with everyone who comes up to your stand;
• give visitors enough time to read the specific paragraphs that interest them;
• If you are busy with a visitor, smile or nod, welcoming the arrival of a new visitor;
• introduce visitors to the relevant members of your company, using the name of their company, as well as their name

How to prepare for an exhibition!

How to successfully participate in the exhibition without overlooking the details?

An industrial exhibition is the most effective marketing tool. If prepared right it ensures a large influx of customers. Visitors come to exhibitions with intent to find necessary products, partners, and suppliers. This is the very place where you can provide the complete picture of the company, with all the major members of the target audience covered immediately.

Let us touch on the major points of how to participate effectively in exhibitions in Russia.

Invite Potential Customers to Exhibition
IT IS OF GREAT IMPORTANCE! Invite visitors beforehand. There is no doubt that the organizers are mainly responsible for inviting visitors and attracting qualitative groups of exhibition visitors. However participants should also contribute to increasing the number of visitors to their stand / booth. It is a great pity if you have prepared well but nobody will see it.

Involve Promoters
It is very important especially for large exhibitions and if your stand is not at the most visible place. The staff should not only be in the stand, but also walk around the exhibition hall, handing out leaflets and inviting everyone to visit the company`s stand! It is desirable for the promoters to stand out from the crowd and be a continuation of the company's image \ stand!

Design Your Stand
Keep in mind that the first thing people must see when visiting your stand is your company name. The second one is your product! It is certainly important that you have your own manufacture, that it occupies a large area, that you are socially responsible. BUT! You should begin with your product! It is also very desirable to design your stand using the elements of your product integration that means in fact to use ready-made solutions for customers. For example, if your target audience includes restaurants and hotels, the visualization should be something like “using the lighting as a décor element in a restaurant”. The product here should be clearly identified and “readable”. The picture of the interior doesn’t go well here, as it’s not obvious what it’s about. The best solution would be to reproduce the interior and integrate the product into it.
As for the stand itself, you should construct it in the way it would attract attention and have a special appeal.

The prospect may notice the stand while visiting the neighbouring one or passing by yours.

It is therefore important to build into the design some features that are sure to catch the eye, to grab the prospects. Being captured, they come closer and you can contact them. And then these visitors are yours!
A good solution here can also be a plasma display panel presenting the company and product. This presentation may also include the elements of product integration and ready-made solutions.

More often people buy from someone who offers solutions rather than just a product!

The plasma display helps to capture the visitors, to better introduce the product. It creates the appearance of “life at the stand”.

The rule “The most visited places are those where there are many people” is fundamental. It is the crowd effect, that’s why it’s vital to create at once the feeling of interest around you.