If you are attending your first exhibition, you will need to know how to assemble your exhibition stand. If you have purchased a simple modular or pop-up display, this is straight-forward to do yourself.
An exhibition event brings together businesses and individuals from within a specific industry with the purpose of showcasing products or services and building relationships. Exhibitions can range from small, niche, local events to large, international trade shows. They take place in conference centres, exhibition halls and hotels across the country.
Trade shows offer a unique environment for live marketing. Nowhere else will you find hundreds, or possibly thousands, of potential customers under one roof, looking to source new products like yours.
Exhibiting at a trade show can be a fairly significant investment for a small company – you have to pay for the space, buy or hire a stand and then there are all the ancillary costs like electricity supply, promotional items and hotels for staff – it all adds up. But the benefits of exhibiting can be huge, it can bring in large numbers of qualified leads and really boost your brand recognition.
It has been a tough year for business events, with all live events cancelled or postponed due to the pandemic, virtual events have taken over. Whilst virtual events have their uses, nothing beats the chance to network and mix with others in the industry. However, with restrictions being lifted, business events are set to return this autumn, which is great news for both exhibitors and visitors.
For most, the primary reason for exhibiting at a trade show is to gain new leads. The opportunity to speak to prospects in buying mode is one of the main benefits of an exhibition. Studies show that 92% of trade show attendees said their main reason for attending was to see new products on offer and 81% of those attending had purchasing power.
The trepidation some business owners feel at the prospect of exhibiting comes down to cost. In a time where you can technically advertise for free on social media (not as easy as it looks), why commission a contractor to build a large structure with limited applications? Surely this money could be better spent elsewhere?
The NEC in Birmingham is the UK’s largest exhibition centre. It contains 20 interconnecting halls covering 2,000,000 sq. ft. of floor space. As well as exhibition halls, the venue offers 34 specialist conference and meetings suites. They also have the Resorts World Arena on site, with a capacity of 15,685. The venue records the highest ticket sales of any arena venue in the UK. Key events hosted here include Crufts and the British International Motor Show.
Some companies get so caught up in the glitz of exhibitions that they forget why they came in the first place — to secure leads. Yes, eye-catching visual design is crucial, but it’s only groundwork to be laid so that the real business of obtaining leads can take place.
At an exhibition, or on the telephone, you will only get a few minutes to make a good first impression. Perfecting your sales pitch is vital to grab a visitor’s attention in those initial minutes of contact.