Exhibitions offer great opportunities to promote your brand, establish one-to-one communication with potential customers and follow the developments in the sector. However, the success of the fair is directly related not only to setting up a stand, but also to the preparations made before and after. In this guide, we share the steps to be taken for a successful fair preparation in detail.
1. Choose the Right Fair
Not every fair is suitable for every sector or target group.
- Look for exhibitor and visitor profiles that match your target audience.
- Collect information about the number of participants in previous years and the quality of the organisation.
- Whether you want national or international participation is also an important criterion.
2. Plan Early
Fair preparations should start at least 3-6 months in advance.
- Stand reservation
- Travel and accommodation planning
- Processes such as obtaining the necessary permits and documents may take time.
In addition, early application is often cost-effective.
3. Pay Attention to Stand Design and Location
Your stand is your showcase at the fair.
- Choose an attractive, simple but impressive design.
- Make a layout plan to facilitate product or service presentation.
- If possible, choose a visible location close to main access roads.
4. Prepare Your Team
Your exhibition team will be the face representing your brand.
- Choose people who are trained in sales and promotion and have strong communication skills.
- Rehearse product information, customer greeting, presentation of promotional material, etc. in advance.
- The motivation of the team is as important as the knowledge.
5. Prepare Your Promotional Materials
- Physical materials such as brochures, catalogues, business cards
- Digital content such as QR code links, promotional videos
- Gifts and promotional products help visitors to remember your stand.
6. Promote Before and During the Fair
- "We are participating!" announcements on social media
- Invitation to existing customers or potential visitors by e-mail
- You can increase interaction with live posts, raffles or campaigns during the fair.
7. Do not forget to follow up after the fair
The real work starts after the fair.
- List the people who come to your stand, collect their contact details.
- Get in touch with a thank you e-mail, a proposal presentation or a meeting invitation.
- Make the process sustainable by entering the collected data into the CRM system.
