Posts Tagged ‘Wedding exhibitions’

Are Wedding Exhibitions the best way to promote our Unique Wedding Gifts My top 10 tips

The Day That Baby Show Stand

The Day That Baby Show Stand

Over the past three years we have been attending the National Baby Shows at Earls Court, Excel and The NEC to promote our unique christening gifts and newborn baby gifts. I laugh now as the first show we did we turned up in a 3.5 ton van with enough kit to pack out our huge stand. We now manage to do the same show by filling my trusty Ford Focus.

We now sell more and get more out of the shows making them great value for  money in what can be a very expensive event.

We are considering exhibiting at the National Wedding show at Earls court as we are entering new markets with our fabulous product. More and More customers were asking to use our pictures to create unique Wedding gifts and even as anniversary gift ideas.

As we feel that we are doing this as well as we can I thought I would write my first ever “Top 10 Tips Blog”

So, drum roll please.. Here is my top ten tips on attending Wedding Exhibitions.

1. Aims

Be very clear on your aims, it’s not all about sell sell sell. The amount of stands you see with very worried faces is alarming. We work very hard on collecting contact information from potential customers, usually by holding a competition. The aim of your exhibition should be a Marketing Exercise and not necessarily a selling one.

Remember, new leads can become new customers if treated in the right way.

2. Budget

This can soon rack up so make sure you keep to a tight budget. Remember, it’s not only the stand cost but all the other things you will need to have a successful show.

Design and Print costs for materials

Electricity and lighting (not always included)

Transport and Accommodation

Food

Staffing – Worth getting an extra bod in just to get emails and other data

The actual cost of filling your stand

3. Location Location Location

I have a bit of an issue with this as the sales team will always tell you that all the stands are good. Well this is defiantly not the case. We have had one bad experience where we were in a poor location and it affected our exhibition in such a bad way that I would rather not attend than just take any stand offered. We have specific needs and will always try and get the best possible stand at each show.

4. It’s your Brand, be consistent

It amazes me how many stands look sloppy. Big companies always look great because they understand the power of looking after their brand.

5. Promotion

I have to hold my hand up and say that this is something up to now that we have not been good at. Some points for all of us to think about

- Send out invitations and event promotions to your existing customer base.

- Send out invitations and event promotions to your business network.

- Do some PR. Local press will write about the event, can you score a mention?

- Be sure to advertise the event on your website.

- Also advertise on any online forums or social online networking groups you may belong to.

6. Be presentable on your stand

It sounds obvious but look good on your stand. If you love what you do then this should be enough to get you through the event with a smile on your face. Make no mistake it’s very hard work if you do it properly but always be welcoming and genuine as the person you are speaking to could be the next customer. A definite no no is eating on the stand. Get away, even for 15 minutes and grab a sandwich… also you never know who you will meet (another story that I will blog about next week)

7. Know your market

Another obvious one but you’ll be surprised at how many companies attend exhibitions just because there are lots of people attending. For example I knew a company that attended a woman’s exhibition when they were selling a baby product, not focused enough. They had a disaster of a show and only sold one item… lesson learned.

8. Be prepared

Don’t eave everything to the last minute. If you don’t want to have a flea pit for a hotel (this happened to us) then book as early as you can. Designers will do a better job with a little time rather than a last minute deadline.

Also, you will be stressed enough without having last minute problems on your mind.

9. Follow Up

Data capture as I mentioned earlier is very very important. For example at The National Wedding Exhibition we won’t sell very much as the people attending will be getting married in the future. (Don’t worry though we have a cunning plan to sell on the day too) We will however, be collecting information that will be like gold dust for us that we will cherish and use very carefully as these are our client base. And once they have bought one of our Unique Wedding Gifts they will be a client for life. What do married couples often do next… yes have babies. We would hope they would come back for more and buy on of our pictures as a unique Christening gift or just a gift for friends.

10. Enjoy

Yes it is hard work but you do need to enjoy it. It’s really not worth doing if you can’t look back and think it was a good experience so try and add something to the trip. We usually have a good night out, especially if the exhibition is in London… but that’s another story, hey Chris?

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