The importance of planning

Failing to plan is planning to fail. Alan Lakein

It all seems to be about the planning at the moment, we have lots of shows different shows coming up, so there is plenty going on keeping us out of trouble.   The early part of the year is always a good time to look at what opportunities there are for shows, conferences, editorial features and advertising.  Things are always changing and it’s about making sure everything which can be incorporated is. Planning is about having lists.

Exhibitions are some of the biggest marketing spends many companies are likely to see throughout the year and therefore it is important for them to get the most amount of value from these shows.   It is the one time in the year that you can be exposed to many customers and the press at one time and it’s therefore you need to look your best.

There are many different aspects to a show.  Initially we ensure our clients are fully equipped with the ‘tools’ to do the job – enough business cards, company brochures, stand displays and graphics.  Are all the stand bookings in place, and right amount of space? The right number of lights? Electric sockets? The list is seemingly endless but these all make a difference to how your company message comes across! We look at the available publicity, such as show catalogues and guides, often the text needs completing for these and ensuring that all their information is up to date. Many publications that support events will run publicity around these events, so editorial opportunities need to be hunted down.  Do our clients want to advertise to support their attendance?  What new products or services will they have available?  Will the products be available for display, will the team manning the stand have enough information on the products?

As the shows get closer, stories to the press become more important and we sometimes do e-news mailings, as well as generating stories.   Once the show starts, then its show news and making sure all the right journalists visit the client so they appear on the radar. 

And before we know it, the shows will be all over with, and we can note what worked best for our clients and go away and the planning process starts all over again!

Check list for show……..

1. Book your space
2. Check with the show organisers the deadlines for booking equipment and stand requirements
3. Check exhibitor guide deadlines and make sure all information is submitted in time.
4. Check show editorial guides
5. Check magazine that are covering the show and arrange media appointments
6. Tell people you are going to be at the show, use all the tools available including direct mailings either in the post or online.
7. Regularly check updates on the show website and ensure your presence is paramount.
8. Ensure a smartly dressed team, and welcoming smiles on the stand to attract existing potential new clients to the stand!