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How to be a Successful Exhibitor
Personally invite your customers, distributors and prospective clients
● Send them an email and post it on your social media telling them about your presence at the show, give them a reason to visit your stand (product launch, show special, competitions etc). If you need a hand, you can find copy and images to use in our Exhibitor Manual
● Make loyal customers feel special – personally inviting them with enhance brand loyalty
● Create a buzz and build excitement around the show● If all exhibitors brought just 20 extra people to the show,
that would be an additional 2,500 people to the event – let’s work together!
PRE-SHOW
Get clever with your advertising● Add show details to your email signatures, invoices,
Facebook, Twitter and Instagram posts, on your company website etc (again, assets can be downloaded from your Exhibitor Manual)
● If your products are sold in retail outlets, ask them to promote your presence at the show in store
● Be sure to include the show website and your stand number so that your customers can easily find you!
PRE-SHOW
Use PR● We work closely with a PR agency so be sure to tell us if
you have any product launches, real life stories, celebrity involvement, competitions etc and we’ll do our best to help you gain maximum exposure both before and during the event
Set your objectives● Every company is different. Are you participating in the
show to make sales, build your database, launch a new product/service, as a branding exercise?
● Ensure your objectives are clear and that your staff are aware of them
● Try making an objectives checklist (see example on following page)
PRE-SHOW
Plan your follow up strategy
● Be sure to debrief with your staff at the end of the show to evaluate what worked and what didn’t
● Plan what you will do with the data you collected after the show (and execute it!)
Objective Checklist
Brief your staff● Brief your staff each day● Get in early, 30 mins to 1 hour before the opening time, this will help you
get into a rhythm and mentally prepare for the rest of the day● Set goals for each day● Remember to set goals that will meet your objectives whether it is sales
or data collection ● Set group and individual targets and goals● Fire up your staff each day of the show so they’re motivated● Re-affirm the goals and targets● Go over the sales pitch
AT-SHOW
● THE SALES PITCH- One of the most important components of your participation
● Prepare the pitch- think about how you will approach, what will you say to grab their attention (remembering that this is predominantly a consumer event, so you’ll be talking to everyday Mums)
● DON’T BE AFRAID to approach and talk to people. Make sure when you hand out a leaflet to talk to them and prompt them to scan their tickets for valuable data collection. This acts as a great icebreaker.
Be proactive
Ask open-ended questions● Open-ended questions allow you to get to know your customer better● You will learn why the visitor is at the show, what product they want to
buy and what their needs are● By doing this you can tailor your pitch to the visitors needs and ultimately
they will buy your product because it meets their needs. It also enables you to conduct market research and make product adaptations post show if required
AT-SHOW
● Don’t waste time on visitors who are not your target audience
● Remember who your TARGET AUDIENCE are● You will develop this once you are onsite and meeting the
visitors face to face
Field prospects
Data collection● VERY IMPORTANT AND HIGHLY VALUABLE● 30% of sales are made on the day whilst 70% are made post show● Our Electronic Lead Scanners make it easier than ever to collect
data● Incentivise them by running a competition that will entice them to
scan at your stand● DATA COLLECTION = FUTURE SALES + FUTURE CUSTOMERS
AT-SHOW
● Recap on how your sales pitch went. Did you hit your sales or data collection targets?
● Re-evaluate on your stand whether it worked or not● The Essential Baby & Toddler Show team has a briefing and
a debrief daily, it allows us to analyse and fix anything that isn’t working, as well as celebrate the wins!
Debrief after each day
Follow up● 70% of sales occur AFTER the show!● Be sure to debrief with your staff after the show● You worked hard to collect data at the show, make sure you use it!● Send an email to your new contacts thanking them for visiting you
at the show● Inform them of extended show discounts and/or competitions and
give them a reason to purchase from you (on email, facebook, twitter etc)
● Staying in contact is so important as our visitors are in all different stages of parenting life. Make sure your product/service remains front of mind when it becomes relevant to them (eg. If you are an educational toy company, by collecting data from pregnant couples and staying in touch, they will be more likely to buy your product when they have had their baby and are looking for suitable toys)
POST-SHOW
Measure results● Consider extending any show discounts or promotions for another
month post show, to track any potential post show sales – give them an incentive to buy from you now, rather than later.
● Incentivise them to spread the word! The parenting marketing is driven by word of mouth so get them to do the hard work for you
● Give your discounts/competitions etc a code so that you can track its success
● Ask all future customers where they found you● Be realistic in your expectations, and bear in mind that it is not just
a 3 day event - you may continue to get sales and benefit from your participation in the show for weeks, months and even years after the event!
POST-SHOW
Marketing & PR
The 3 simple things you can do right now for FREE!
● Exhibitor Listing: A form has been created in your exhibitor manual where you can include more information about your brand. Make sure you’ve uploaded a logo and paragraph about your business so we can include this on our exhibitor listings page!
● Social media: Make sure your fans know that you’ll be at our Show and encourage them to support your brand! You can simply like our pages (Facebook or Instagram) and share our free ticket offer post (http://bit.ly/2nHAsJg) to get the message out, along with your stand number and amazing Show deals!
● Digital assets: We have a range of website banners, social media images and an e-signature for you to further promote your involvement with our Show to your audience! Download them here: http://bit.ly/24CRtnX
Want to get even more bang for your buck?
● We have a nifty PDF listing all the marketing opportunities available to our exhibitors. Check it out here: http://bit.ly/1niLOS9
● Just have too much to do and too little time to read stuff? No worries. Shoot our marketing executive Sunali an email ([email protected]), outline what you’re trying to achieve and she’ll work out a recommended plan of attack!
Safety● Hi Vis vests available at the main entrance.● You must be wearing closed toe shoes● No Children under 16 – No Babies – No Exceptions
LOGISTICS - BUMP IN
Loading Dock
Parking
● Unloading – Time limits apply● Loading Dock Access via Nicolson St
● After you have unloaded you can park your car on Southern Drive. Parking is free during bump in / out . An exhibitor discount available from rangers upon entry on production of pass during show open days.
Insurance● Public Liability Insurance is needed by every exhibitor● Please provide a copy - alternatively this can be purchased through the
Compulsory forms online● Product and damage insurance is recommended
KEY POINTS
● Fill in Form 1 to let us know how many passes you need● Passes are collected from the Organisers Office located at
the far right hand side of the building, behind the Main Stage
Restocking stands● Early access from 8am is given to exhibitors to restock
stands before the doors open, and again after the Show closes each evening until 6pm. Show open times are 9.30am - 4pm daily.
● If you need to restock while the show is open, please note that all items must be hand-carried - for safety reasons, trolleys are not permitted
Passes
Cleaning● Cleaners are on duty before, during and after each open day● Please leave rubbish in the aisle for collection if you cannot find a bin● Please flat pack boxes for easy removal● Be careful what you leave in the aisle or it may be taken away as rubbish
KEY POINTS
● 24 hour security from Thursday night.● While the utmost care is taken please do not leave any valuable items
e.g. laptops or cash on your stand unattended or overnight● If you cannot take valuables home overnight please lock them up on
your stand
Transport/Forklifting/Storage● Gaffney’s are the preferred supplier who handle all forklifting and
storage onsite● TNT and other 3rd party couriers will not usually deliver goods
to your stand. Please ask this question if/when booking ● Please book fork lifting with Gaffney’s prior to the show● There is storage available in the halls, please book directly
with Gaffneys● Gaffneys will have a limited amount of trolleys for use
on site, first come, first served!
Security
Your team
Contact
Cory WatsonHead of [email protected]
Keir DuncanOperations [email protected]
Sunali BhandulaMarketing [email protected]
02 9282 1265
Megan RatcliffeGroup Sales [email protected]
Mabel VallarioSales [email protected]
Casey WoodsSales [email protected]
Brenton JowettSales [email protected]
Whether you’re a first-time exhibitor or a seasoned professional, we’re here for you.
