There are lots of ways to improve your exposure and the results of attending an exhibition. Whether it is managing the team, fancy displays, speaking opportunities, or rewards and incentives. The truth is exhibitions cost money and you need to ensure you get maximum return. With a few useful tips you can increase the short and long term returns for very little cost:  

1. Research the show before you attend to ensure the right people will be there. There will be statistics of previous shows available for you to review.
2. Be prepared to start planning six, eight or even ten months in advance.
3. Have a look at the floor layout and look at traffic flows through the event, design your stand to reflect the flow and visibility
4. Send invitations to existing and prospect customers. It is a great place to demonstrate products and discuss services, the activity and the buzz in the air is very conducive to trade.
5. Define what the goals of the show is and ensure everyone supporting the stand is aware.
6. Plan a range of activities on your stand: Demonstrations, Awards, Prizes, Speakers, Charity donations will all attract a crowd, activity and interest.
7. Exhibitions often have a press office, ensure you have a press pack containing product launch information, activity schedules and interesting articles (even plan big purchases at the even to promote both you and your customer).
8. Two words: Breath Mints
9. Plan a rota to ensure there are enough people on the stand throughout the duration of the even.
10. Establish strict rules for the stand, such as no staff congregations or lounging, no eating on the stand, don’t crowd a customer, clean hands and shoes, no swearing etc.
11. Coach staff on friendly greetings, etiquette, presentation and appropriate body language.
12. Ensure the team is familiarised with the lead collection techniques, how to process sales, and any promotional activities running.
13. Role definition is essential and ensure that everyone knows the expertise of the others to answer any questions a potential customer may ask.
14. Set targets and internal competitions to encourage productivity of staff.
15. By establishing a dress code you will all appear to be a strong team and more professional.
16. Make sure your team knows and practices how to give a strong, engaging presentation and sales pitch of products and services.
17. Have a single contact for the Show Management to ensure everything runs smoothly.
18. Keep and read the manual the show organizers sent you when you registered. You will find loads of information about the show.
19. Talk with other exhibitors, it is surprising how much business goes on between exhibitors after these events.
20. Use the show to investigate the competition and collect collateral.
21. Have staff walking the event to encourage people to visit your stand – particularly before a presentation, prize draw, demonstration etc.
22.  Follow up on any requests, questions, leads immediately after the even, while you are still fresh in their mind. Turn any contact into a sale! Always thank them for visiting you at the event.
23.  When back in the work place have a review meeting, recognise and praise staff, not missing out those who helped but were not attending (shipping, engineers, admin etc etc).