1. Brief Your Teeam

The people you choose to represent you on your stand are of paramount importance. Never let anyone turn up to your stand that doesn�t know why they�re there and what their specific role is. It doesn�t have to be complicated � give them key points about your products and services and guidance on the best way to approach visitors.

2. Set Targets

Your exhibition targets can be anything from the number of leads scanned to orders processed. It is only by setting objectives that you can measure the success of your strategy.

3. Choose the Right Space and Make the Most of it

Exhibit in a space that is relevant for your both your budget and audience, then maximise it. Use graphics to grab attention, lighting to enhance product displays and (perhaps most importantly) don�t overcrowd the stand with your own employees.

Stands often blend into a sea of printed graphics, white vinyl and displays. Demonstrate that you value the environment � while standing out from the crowd � by using natural materials on your stand.

4. Engage your Audience

When it comes to attracting visitors, it pays to think outside the box. Games, seating areas, food and drink and innovative spaces can offer visitors a welcome retreat from other exhibitors � giving you the chance to strike up a conversation in a relaxed setting.

However, visitors can be wary of stopping at exhibition stands for fear of being stuck with a salesperson who won�t let them escape. Ask questions and listen before you speak.

5. Promotional Items

Everyone loves a good give-away. But most end up in the bin or with the children of visitors. Give them something they�ll want to keep and use time and time again.

6. Check your information

Always check your literature! You�d be surprised just how often old brochures are taken to shows full of out-of-date or even irrelevant information. If you can, produce something bespoke for the event.

7. Follow up

Follow up those who�ve been keen enough to hand over their details. If they ask for information, send it as soon as you possibly can. Don�t give up, even if you don�t hear back after the first, second, third or the fourth time of following up � 80% of prospects say "no" four times before they say "yes�.

1. Set your Objectives and Expectations

Organise a roadshow only if it aligns with your business objectives; companies that jump on the roadshow bandwagon without having the outcome in mind often have unrealistic expectations and end up wasting money. Roadshows are a great marketing avenue, but it is not suitable for every business requirement. Consult an experienced event management company if you are not sure how such events might benefit you.

2. Select the Locations and Venues

Locations are of prime importance for your roadshow. Select cities and pick venues that are easy to access and have a high concentration of your target audience. If majority of your target audience have to travel more than 15 miles to get to your event, it may not be the ideal location. If you are unfamiliar with the city, seek help of local tour operators or destination management companies.

3. Pick the Right Timing

If you are choosing a busy time of the year, or holding your event when there are other famous events / festivals going on, your event might run into a roadblock. Do your research on the locations and find the perfect time of the year for your event. You don�t want to be organising a roadshow in Dubai in the middle of August in 50 degree Celsius heat or during the Ramadan, trust me!

4. Make it Creative and Engaging

We have all been to boring roadshow presentations where sales teams regurgitate a pitch and presenters read the slides; thankfully that age is now coming to an end. Today�s audience is smart but you still have just a few seconds to capture their attention and engage them.

5. Leverage Contacts and Sponsors

Roadshows are a great way to generate awareness about your brand as well as promote your sponsors and partners. If you are a bigger brand, provide a sponsorship opportunity for other brands to get involved but ensure it doesn�t take the focus away from your main objective. For smaller brands, advertise the sponsorship opportunities and get in touch with your business groups and communities; you never know, other brands might be willing to sponsor your roadshow.

6. Promote and then Promote Some More

There is no such thing as �too much promotion�! It is important to make noise about your event well in advance in the cities / locations where you�ll be exhibiting. If you want to fill the event space with potential buyers, get the local press / bloggers / influencers involved before the event, create a well thought-out email RSVP and awareness campaign, leverage social media and get your sales superstars following up on warm leads. A roadshow is a great sales opportunity, promoting it in advance will go a long way in making this opportunity count.

Continue the discussion with us, contact us. Tell us what other steps you would take to ensure a successful roadshow.