Some exhibition organisers go the extra mile to ensure their exhibitors have a fruitful time at their events. A prosperous exhibitor plus satisfied visitors equals repeat bookings for next year’s edition. That equation is so simple even I, a mathematically challenged writer, can understand it.
I attended the joint International Food Exhibition/Pro2Pac Show exhibitor training day before it opened its doors this March.
At the event there were show personnel from each exhibition organiser, the event’s overall PR company, the food industry press and a dedicated exhibitor trainer. They all got the attendees thinking about how to get good results from show participation. Attendees could then put forward concerns or enquiries to the organising teams, the PR representative and the trainer.
The event attracted around 60 people, some of whom worked for the same company. However, the two events holds hundreds of exhibiting companies, so those 60 people represented only a small percentage of participants. “Where were all the other exhibitors?” I thought.
Forewarned is forearmed, as the saying goes. This small band of attendees will now be one step ahead of their fellow exhibitors, however big or small that step may be.
Sadly, the exhibitors who think they ‘know it all’ will be the first ones to blame the organiser, visitors, contractors or car park attendant when their show participation yields no positive results.
My advice to any exhibiting company is, if you are offered an exhibitor training day or equivalent, please take advantage of it. Don’t shun the free advice and chance to directly network with the people taking your exhibiting budget.
Organisers want you to have a good show, and you want to have a good show – I think that is called a balanced equation?!
James Barrett is the deputy editor of Exhibiting magazine and can be contacted on jbarrett@mashmedia.net
