Thinking an exhibition to be like a market is really useful when exhibiting. Market traders use every trick in the book to attract potential buyers to their stalls. Visitors to your show will not be coming to window shop, they can do that by ordering a catalogue. They will be coming to learn about the products and services that are available to them. They will want to see, feel, taste, hear and experience what you have on offer. Your challenge is to appeal to as many of the five senses as possible; to create an experience.
An effective plan, taking into account all the areas covered in this guide, will guarantee you maximise your potential. Planning an exhibition should take into account activity before, during and after the event.
Set yourself measurable objectives. Begin by thinking about the audiences that will be at the show. Which customers will be your primary concern? You might like to divide your stand to cater for different types of customer.
Remember that many existing customers may be coming along as well as potential ones. Your objectives should be specific, measurable, accurate, realistic and time constrained.
An existing customer objective might be to meet with your top ten clients, 2 per day, to build your existing business relationship.
A potential customer objective might be to secure 20 contracts with new customers two months after the show.
Write a brief for your stand which clearly states your overall objectives, indicate your brand identity, any values you may hold as an organisation and your unique selling points over your competition.
Ensure your company is represented well at the event, you will need executive managers to meet decision makers as well as technical staff to handle specific questions.
Think about who will be coming and what questions they may have, then organise your staff accordingly.
Having the right staff available is a key factor, get the exhibition into their diaries as soon as you can.
Ensure you make your staff aware of the objectives and the way the stand will be worked. They will need to know the key targets and the main messages you are wanting to convey. Make sure they aware that they will be the public face of your company and therefore must be cautious to portray the right image.
Plan your activities in detail well in advance, draw up a schedule. Remember to include pre-show activity and actions to be carried out after the event.
Letting your customers know you will be there is a vital element to your success and is often overlooked. Examine all your communications with potential and existing clients. There may be more opportunities than you think to alert people to the fact you will have a stand at the event. Perhaps you could even include 'See us at stand xx at xx event' as a sign off on all your emails.
Target mailings are also advisable - mail your own database (depending on your objectives) and look into any other lists that may be available.
Briefing the organiser of the event is something not everyone thinks of. Make them aware of your products and services, your objectives, what will be happening on your stand and your key messages.
Give them copies of your brochures, newsletters, or any press releases you may have. Organisers often display and use your literature, press releases and show activity to promote their event - think of them as a partner.
You might like to generate your own advertising or PR around the event. YOU could create a section on your website for visitors to book appointments to see you or you could invite them by email to the launch of a new product at your stand.
There are also many sponsorship opportunities open to you at an event. You could for instance sponsor a particular feature area at the event.
Smart exhibiting is a department specifically designed to assist with a wealth of added value account management services to ensure you reach your ROI & ROO targets. The team will be on hand to offer as much guidance and support as you need in order to meet your objectives for the show. This can be for anything from pre-show marketing and social media amplification to stand concept and sales strategy.
The Smart Exhibiting Team can be contacted directly by phone: 0117 990 2098 or via email: [email protected]
You have booked a 3m * 2m shell scheme stand with 2 open sides.
Shell Scheme Stands come with an anthracite carpet and a fascia nameboard included in the package. PLEASE NOTE - Any additional extras such as electrics, internet and furniture are the responsibility of the exhibitor and carry additional charges. Please find the additional order forms here.
Please make sure you have completed and returned the Compulsory Fascia Nameboard Order form to GES at [email protected] now to make sure your fascia nameboard says exactly what you need it to at the show. Please complete the Compulsory Fascia Nameboard Order form.
Shell Scheme Stands are also required to complete and return the Compulsory Shell Scheme Construction form to [email protected] no later than 21 days before the show opens. Please complete the Compulsory Shell Scheme Construction form .
When planning how to set up your shell scheme stand please ensure that all items are contained within the space and do not encroach into the gangways.
If you plan to change to anything mentioned in the Shell Scheme Construction Form then you will need to make your Prysm representative aware and our health and safety team. You will then need to complete a Freebuild Information Sheet.
You have booked a Shell Scheme stand. Please see option 2 for more information.
Space Only Stands provides floor space only. PLEASE NOTE - Carpet or other flooring is not included. Any additional extras such as electrics, internet and furniture are the responsibility of the exhibitor and carry additional charges. Please find the additional order forms here.
Please make sure you have completed and returned the Compulsory Space Only & Free Build CDM Initial Check List to Mitch wilk at [email protected] no later than 21 days before the show opens. Please complete the Compulsory Space Only & Free Build CDM Initial Check List.
Space Only Stands are also required to complete and return the Space Only & Free Build - Appointed Contractors form to [email protected] no later than 21 days before the show opens. Please complete the Space Only & Free Build - Appointed Contractors form
If you are having a space only stand then there is some important information you need to know. Your contractors who are responsible for constructing your stand will be required to send Dime Events the following documents as soon as possible:
Please feel free to contact one of our Health and safety team if you have any queries as they will be happy to help.
Please be aware that as of April 2015 your space only stand is classed as a CDM site (Construction, Design and Management Regulations), therefore the nominated Foreman will have overall control of what happens within the stand space.
You are also responsible to prepare a CDM Safety Project File, this should include:
SPACE ONLY SITES - FOREWORD
Any construction exceeding 4.00m including the platform, is classed as a complex structure, and will require independent sign off by structural engineers, for which there may be a charge. All construction over 2.5m high must be dressed on both sides. All space only exhibitors are responsible for making good the back of their stand, which may not be left uncovered so as to conform with the rest of the floor.
CDM 2015
You ARE required, under CDM, to submit a FULL site safety plan and also ensure that this is brought to, and produced on site. You should already be aware of the regulations currently in force within the construction industry, and a similar mode of operation will come into force in the whole of the entertainment industry from the 6th April 2015.
The attached Space Only Stand Check Sheet will need to be completed in the first instance and emailed directly to [email protected]. This also contains information on what should be submitted under CDM. Your stand build Space will ultimately become your own CDM site, and should be controlled as such.
It is highly likely that ALL persons entering the main CDM site will need to be inducted. This may be done remotely, with a declaration that all you employees have undertaken that induction. Please remember that this is not something which can be 'addressed on the day', CDM 2015 is statute, in other words, Law and should be obeyed as such.
Most importantly, this is all very new, and will be confusing in its infancy. It would appear that no one is an expert currently, but I would rather you contacted me by email or phone if you have queries, and I will do my best to answer them for you.
FOREIGN CONTRACTORS
SPACE ONLY SITES - GENERAL
Please ensure the wall of the stand which is not backing onto another does not exceed a third of the length of the stand as to not obstruct the stand facing.
Any part of the wall above 2400mm must be suitably decorated and finished to a high standard. Branding is not allowed if overlooking an adjacent stand.
Space only exhibitors should note that their stands must comply with the Equality Act 2010, which supersedes the Disability Discrimination Act 2005, insofar as:
Advertising or logos on the external walls of your stand is not permitted where they will interfere with another company's exhibit.
There are specific requirements for staircases and handrails on multi-storey stands - please refer to the regulations in the eGuide which can be accessed on the website http://www.aev.org.uk/Content/eGuide. Or contact Mitch Wilk of Dime Events Ltd.
Similarly, the larger stands which will be used to showcase services to an audience, may be required to have emergency exits, which, if opening outward, must be recessed so as not to open onto a gangway or thoroughfare, and must be fitted with Illuminated Exit Signs, in accordance with BS5499. All stand fittings must be constructed so as to present a clean appearance from gangways and adjoining stands.
If you are building a complex structure, you must also supply structural calculations and written confirmation from a structural engineer that the stand is fit for its purpose. A complex structure is defined as any form of construction of any height, which would normally be designed by an engineer and/or has, through a risk assessment, been found to present a significant risk.
All space only stands will be inspected and certified by an independent structural engineer on site. They will only be allowed to trade once the engineer is satisfied that the structure is safe and has provided certification.
It is the exhibitors / contractors responsibility to examine the site allocated in order to avoid adjustments to stand structure or displays. Although we give stand dimensions on the plan, if precise measurements are required we strongly advise a site survey, please contact or Mitch Wilk to arrange this.
Work on Space Only Stands must be complete by 20:00 on the second build up day.
Where appropriate, flooring ply or a platform must be used. All stand construction and displays must conform to the fire regulations, and be installed to the satisfaction of the venue owner and local authority. Exhibitors should note that stands deemed to be complex will require specific Local Authority approval, and must be agreed a minimum of 28 days before the event.
WORKING AT HEIGHT REGULATIONS
The Working at Height Regulations refers to 'duty holders': employers, self-employed and employees. This includes all contractors and exhibitors (for example, when accessing areas above floor level to dress stands).
Duty holders' responsibilities are to ensure that:
Equipment used for work at height must be suitable for the task. All equipment must be industrial quality (including ladders; domestic quality ladders are not permitted).
To conform to the Regulatory Reform (Fire Safety) Order 2005, all space only stands with store rooms must have clear vision panels in them, and doors on stands must not open into gangways, with the exception of emergency exit doors which must be recessed into the stand. ANY glass or clear vision doors on stands MUST have decals or logos on them to prevent them from being hazards.
All contractors and exhibitors are required to provide the following information:
CDM Project Safety File, which must contain, but is not limited to:
Please direct all information and documentation, queries and questions to:
It is advisable to set your stand up on the build up day, rather than the day of the show.
Just in case you have forgotten to bring something or something breaks. You will have time to source it or fix it on Tuesday, but on Wednesday morning there will be queues.
Company and Contact Telephone Number
We will happily sign for any deliveries before the show in the absence of the exhibitor, however all couriers will be asked to leave packages on stands. We cannot guarantee the safety or accept any responsibility of these packages.
Space only stands have access from 8am - 8pm
Space only stands access from 8am - 8pm
All Exhibitor Access to Halls from 8am
Shell Scheme Stands access from 8am - 10am
10am - 6pm (Exhibitors have access to halls from 8am)
10am - 5pm (access to halls from 8am)
5pm - 9pm
Brief your staff each day, ensure they are reminded of the overall goals, key messages and their individual roles. Remind them to turn off their mobiles and not to eat on the stand. Use open questions when speaking to potential clients.
Make sure everyone on the stand has a lead-tracking form of some description for recording important information about potential and existing clients. Capturing the highlights of conversations can be quite difficult, encourage all those manning the stand to spend a couple of minutes ensuring all the relevant information is captured and that it makes sense.
It is also very important that you classify the leads you gain form the exhibition in terms of the potential of making a sale. This way it is quite clear which clients are a priority when you set about following them up.
Keep asking yourself, "Are we meeting our objectives?" throughout the show. For example your sales staff may be spending too much time entertaining existing clients when the main objective may be to attract an ambitious number of new leads. Think through how the stand is going to work in terms of your team. You might like to adopt a filter system to ensure your key sales people are dealing with the red-hot leads.
During the show there are a few opportunities for you to build on your existing promotion. The key journalists will be at the event so it is a good idea to visit the pres office or any stands they have to tell them what you're doing on your stand and as a company. Ensure you are in conversation with the show organiser, do they know your plans? Have they included your literature in the show press office?
5pm - 9pm
Breakdown will not start until all of the public have left the hall, this usually takes around 30 minutes. Vehicles will also not be allowed onto the truck way before this time. Please do not use trolleys or move large/heavy items until breakdown has been called over the Tannoy. Security officers will prevent this with no exceptions.
Please ensure that collections are arranged for AFTER the show has closed at 17:00 on Thursday 15th November, and BEFORE our tenancy ends at 21:00 on the same day. There are no storage facilities onsite, so anything not collected will be disposed of. If your courier fails to collect a package then it will be binned. No responsibility will be accepted for anything left after the tenancy times. GES Logistics will be onsite until 21:00 if you need any help with collections.
The first step is to follow your leads immediately. Be careful to read through them paying particular attention to any special note like; "This customer is very busy at the moment, contact in a month's time". Being the first to follow up is not always a good thing.
Remember that tracking your leads does not stop when you've collated all the lead forms after the show. Leads may take several months to convert so ensure you are tracking their progress at regular intervals after the event and capturing information throughout the process.
Assess how successful the event was. What worked well? What areas could have been better and how? What have you learnt? What would you change next time round? Get all this information down while it's fresh in your mind - it is easily forgotten once you're back in the office.
If you have any success stories form the show share them with us - this could lead to more coverage in show reviews.
Stands for the next event will typically come on a first-come first-served basis. If, after your initial evaluation, you are confident that exhibiting at next year's show is a good idea, visit the show sales office without delay. You may well be able to secure a superior position to the one that you have currently.
Please remember that you, the exhibitor, remain responsible for making good any damage caused to the fabric of the building by you, your contractors or your agents.
In your own interests you should satisfy yourself as to the condition of your stand area before the building of your stand commences, and after its clearance.
Please note that no materials may be fixed in any way directly to the building walls, columns or floor.
No upcoming event dates.
Palace Hotel
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