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How to book an Exhibition
Our bitesize guide will teach you everything you need to know on how to book an exhibition.
Bitesize Guide from Quadrant2Design
Welcome to our bitesize guide to booking your next exhibition! We promise that you’ll know everything about stage one of the exhibition planning process in under three minutes.
Each week we will be covering a different stage of trade show planning. In this article you’ll learn how to book your next exhibition by following these steps:
- Research Exhibitions
- Set your Budget
- Book your Floor Space
Next week we’ll cover everything you need to know about exhibition stands, including how to choose your contractor and the design process. If you can’t wait that long then click here to download your free planning tool and get a head start.
Researching Trade Shows
No one needs to be told how to conduct research. We just wanted to make sure you didn’t underestimate this step.
Choosing the wrong exhibition will cost your business a lot of money. You need to spend a few hours looking at the industry-specific events that are relevant to your product offering. Here’s some advice, it’s not always the most obvious show.
Check out Kuflink’s case study to find out more about why they chose the National Landlord Investment Show as well as The Finance Professional Show to market their peer-to-peer investment platform.
Trade show marketing is no different to print, radio, TV or digital strategies – you have to know your audience. If you’ve got enough time, visit the trade show that you want to exhibit at and observe how the visitors interact with the exhibitors. Are they buying products or gathering information for later? Why is one exhibition stand busier than the other? Where are high-traffic booths located? What are your competitors doing?
Finding out this information is key to a successful show. If you can’t attend for any reason, ask people that have exhibited there before and find out what you can online. There are free tools that give detailed reviews and information on exhibitions across Europe. Failure to plan is planning to fail – do not skip this step.
Set your Budget
Why isn’t this the first step? Because typically first time exhibitors don’t understand the costs involved until they have researched exhibiting. Once you’ve chosen the right trade show, you can start working out costs and budgets.
Your budget breakdown should look like this:
Floor Space – 25%
Exhibition Stand – 50%
Staff – 7%
Promotion – 6%
Electricity – 2%
Furniture – 2%
TV Rental – 2%
As soon as you’ve chosen your show you should set your budget. This helps you avoid the most common exhibiting mistake which is spending too much of your budget on your space. You can have the biggest space in the hall but it’s not going to increase your ROI unless you have an eye-catching stand to draw in crowds.
Setting your budget early helps you to avoid these mistakes. Trust us, you’re better off with a smaller space that is within your budget, and a killer custom modular exhibition stand.
Book your Floor Space
This is the easiest step in stage one. By now you’ve researched the events and you’re confident in your decision. You’ve set your budget and you know how much you have to spend on your floor space.
All that’s left to do is fill out a form.
Well, almost. Visit the trade shows website and register your interest in exhibiting at that event. A member of their team will then get back to you and work out the details such as size, orientation and shell scheme or space only. If you’re not sure about this yet then we’ve got this guide to help you out.
And then you’re done.
Stage one of planning your exhibition is complete – and look at that, in under three minutes.
Now that you know how to book your space at an exhibition, you’re ready to start looking into your exhibition stand. Do you remember what we said about budgets? Half of it should be used on an eye-catching stand, so you don’t want to skip any steps.
To get a head start, download your free exhibition planning tool and get underway right now.
Author Bio | Natalka Antoniuk
Natalka is an exhibition blogger for Quadrant2Design who uses her industry expertise to teach business owners the benefits of the trade show floor. She has developed a unique insight into the world of exhibiting, having spent time working alongside exhibitors, event organisers and exhibition stand contractors.