After many months of preparation, the world’s largest dedicated FM event, Facilities Show can go by in a flash. Ceris Burns, Managing Director of specialist PR agency for the built environment, Ceris Burns International, shares three top tips for maximising the time and money you’ve invested in exhibiting.
1. Make sure people know you are there
Facilities Show 2018 is a key industry show – that’s why you’re exhibiting there – but with around 300 exhibitors how do you attract visitors to your stand? A creative design helps, but letting people know you’ll be there in the first place is key. Promote your attendance through press releases, your website, social media and face-to-face opportunities.
2. Clarity of purpose
Know what people should get out of coming to see you on your stand. Are you trying to build brand awareness, launch a new product or drive sales? Maybe your business is growing and you’re on a recruitment drive. Whatever your intentions are, it’s important that everyone involved in the exhibition – whether on the stand or answering queries by phone or on social media – understands your core message and can explain it. You want visitors to leave your stand with a clear understanding of your purpose, not just a free pen!
3. The show must go on
Exhibiting at the Facilities Show is great, and you will be leaving feeling inspired by workshops and seminars and people you have met. Packing up your stand doesn’t mark the end of the matter though. It’s important to follow up leads while they’re still hot, and to get your show review press releases sent out. You should also respond to social media interactions if you haven’t had a chance to during the show. These could develop into important relationships.
You can also make more out of the show by recording video clips to share product information, client testimonials and the like in the following months.
In the build up to and during the show it can be easy to let these things slip. However, to ensure maximum return on investment, it is essential these communications fundamentals aren’t neglected. If you don’t have the time or capacity to make it happen, then it’s worth getting help from the professionals.
Source: Ceris Burns