EXHIBITION STAND BUILDING

Exhibitions are the best face-to-face marketing opportunity for companies around the

world. They provide outstanding sales, marketing, research, branding, financial, and other

rewards for companies that understand some important exhibition marketing fundamentals.

Executive decision-makers consistently rank exhibitions as their “Number One” choice for

obtaining purchasing information -- beating out 12 other business media choices, including direct

mail, advertising, telemarketing, etc. Exhibitions are the only sales and marketing medium that

delivers a pre-qualified visitor to your company’s stand in a face-to-face selling environment. And

these visitors, called visitors, invest their own valuable time and expenses to be at the exhibition.

This is truly an outstanding marketing opportunity. The second step toward exhibiting success is establishing objectives for your company’sparticipation. The sad truth is that 71 percent of exhibiting companies do not set objectives or

plan strategies for their participation. Even worse, only half of these companies with objectives

ever follow through on their stand. However, those companies that establish and measure

objectives consistently achieve great success.

Visitors remember far more about an exhibit than just booth design and literature: the

appearance of your staff is very important, as they represent an integral part of your image on the

show floor. Also, their ability to converse in the appropriate language of the region is necessary;

you may have to hire translators or students to ensure a positive experience in the stand.