LEEA - LiftEx 2009

Getting Visitors To Your Exhibit

How can you get the most out of exhibiting at LiftEx 2009?

Showing the world you are exhibiting gives you several promotional opportunities that attract business and allow you to present a professional and ‘active’ image to your marketplace.  Many sources show that 3 out of 4 visitors to an exhibition arrive with an agenda.  If you are going to be effectively exhibiting at any event, especially LiftEx, getting your organisation onto visitors’ agendas is paramount.  This will make sure your exhibit is effective and gives you a good ROI.

Exhibition promotion activities should achieve three aims –

1.       Attract visitors to your stand.

2.       Interact with & build relationships with your visitor.

3.       Create a positive impression of your products & services.

Ways to promote your exhibition stand –

Advertising

This comes in many forms, printed and virtual.  LEEA is going to be promoting the event directly.  As an exhibitor, it will be to your benefit to insert a consistent theme detailing your presence at LiftEx in any advertising you do generally.  It doesn’t have to be overt – a simple ‘undertone’ of messaging can help.

In-House Communications

The LEEA website has featured on it a modifiable letter template to send to potential customers & visitors for your stand at LiftEx.  Along with the registration cards for visitors, they will make the event ‘real’ for visitors long before the exhibition happens.

Website

‘Link Exchanges’ to the LiftEx page from your organisations site, and a reciprocal one on the LEEA site to your page, creates a web-traffic ‘bridge’ between the two.  With nearly 14,000 unique visitors to the LEEA website in the first 6 months of 2009, that is specialised traffic you don’t want to miss out on.  A good example is that of Arbil Ltd - www.arbillifting.co.uk, who are already showing that they are exhibiting at LiftEx 2009, and have linked through from their homepage to the LIftEx 2009 page.  Using your website for PR collateral and photo display is also a good tactic.  Supplying the information required to complete your exhibitor page is important – once created, it gives potential visitors time to research getting involved with your organisation.

Presentations

LiftEx 2009 is giving the opportunity for the people on the front-line of the industry – YOU – to present topical issues to visitors at the exhibition.  What better way to show your organisations calibre?

Direct Mail Campaigns

Often overly expensive, and often derided – a direct mail campaign whether by email or printed mail, is often very effective.  A simple note showing you are exhibiting, with simple details, a location (& map) and timings, will inform the uninformed.  In this format, it doesn’t have to be expensive.  LEEA can work with you in this regard – contact Ben HERE for advice.

PR Opportunities

Using photos, press releases, product launches, and any other news worthy item to promote your stand is a key component of your efforts.  Often, when people read about a new product or service, they are keen to see it in a neutral environment such as an exhibition.  Where better than LiftEx 2009?

Remember, exhibiting at LiftEx is akin to applying for a job.  Your CV and presentation must be immaculate.  Therefore your stand and promotion of your stand must be up to scratch.  Exhibiting is a furtherance of your sales & marketing strategy, giving your brand values a very public outing.  Everything you do to promote this event needs clarity, focus and a centred sense of purpose.

Things To Think About

• Consistency of presentation (even down to the type of logos, branding colours and typeface used)
• Perception you create of your company (products & services have a major influence on the buying behaviour and brand preferences of prospective customers)