When you are exhibiting at the world's largest dedicated FM, workplace wellbeing and smart buildings event, it’s important to make the most of your time and investment. Ceris Burns, Managing Director of specialist PR agency for the built environment, Ceris Burns International, shares three top tips for a successful show.
1. Communicate your involvement prior to the show
Facilities Show is an annual calendar milestone – that’s why you’re exhibiting there – but with around 300 exhibitors how do you attract visitors to your stand? A creative stand design, giveaways or even a competition helps, but letting people know you’ll be there in advance is key.
Promote your attendance through press releases, your website, social media, email signature, show guide information. Schedule meetings ahead of the show, where possible, for good quality networking time and face-to-face opportunities. Investigate opportunities to get involved in the show’s comprehensive seminar programme, debates and speaker slots, either for this year or next.
2. Proactively participate
Be clear what people should get out of coming to see you on your stand and prepare key messages that you want to convey to visitors about your company. Make sure your stand design reflects these message – it all strengthens your brand recognition.
Brief your team about the points you’d like to share with visitors. Ensure team members are friendly, welcoming and confident when speaking to new contacts. Keep notes of all interactions so you can follow up after the show.
Keep your Twitter regularly updated with posts throughout the show, using the official show hashtags. 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.
Attend some of the informative conference and training sessions to get inspired, and enhance your knowledge. Make the most of the fun networking experiences available at the show, including the exhibitor drinks reception on day two, and the Virtual Golf and Games Arcade. These are great opportunities to meet new people on an informal basis.
3. Follow up
You’ll leave the event feeling inspired by the workshops and seminars and people you have met, but packing up your stand doesn’t mean the show is over. It’s important to follow up leads while they’re still hot, and to get your show review press releases sent out to key target publications.
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. Remember to share your positive feedback about the event with the show organisers – your testimonials may even be used to help promote next year’s event.
Preparation is key, and finding the time to do this effectively is important. If you don’t have the time or capacity to communicate your involvement, then it’s worth getting support from external professionals.