If you are already committed to the value of Exhibitions (or off-site promotion which in reality it is) then read no further . . . if not then perhaps and briefly what follows might help?

Exhibiting has so much to offer, so it is essential to get everything right and take full advantage. But whether it’s a trade show or a public show the overriding advice is always the same: if you are going to exhibit do it properly or not at all!

So before committing time and money have clear objectives. The implications and objectives for attending an exhibition will all impact on the exhibition stand type, size, design, layout, and position within the venue and your final overall budget.

Exhibitions will Improve your customer relationships and raise market awareness, adding your name and brand to future decision making.

It’s a unique experience as your exhibition stand is effectively your shop floor, and you have all the control via a captive audience. It’s a chance to allow show visitors to touch, see and above all talk to an expert!

Building face to face relationships will always win over the telephone or email.

One key objective is often raising awareness for a new product, with the invaluable feedback from that. And always have the means to keep a record of who visits your stand so you can follow up later, you’d be amazed how often this basic objective is overlooked.

At a well-run and targeted show you can obtain leads unobtainable elsewhere and very often that will include Key decision makers, thus allowing you to build up your potential client database.

And if you can get some time off your stand or perhaps at the bar in the evening you can find out what your competitors are offering, and how they have approached the show?

If this is your first exhibition you will learn valuable lessons from this experience and make future shows even more productive.

Good shows are all about quality not quantity so do all you can to work with and partner properly with the Organiser, who will always be responsive to such engagement.

Here are some final key points.

When is the right time for your company to exhibit?

National or international venue

What are you intending to exhibit

Make an early commitment as that means longer-term exposure for your company by the Organiser!

Hope all this helps, and does not overstate the obvious

The Chester Group of companies.