With a little bit of prep, a dash of organisation, and a succinct plan in place, you’re sure to enjoy conference success.
It's all there – from budget planning to calculating ROI, from designing the stand to promoting the event. We've covered everything you’ll need to remember, so you can focus on the important things, like booking those all-important client meetings.
You can download your free checklist at the bottom of this post. Check out our tips on how to have a successful conference, as well as what we’ve learnt are the dos and don'ts for conference success.
1) Only go to relevant conferences
It can be tempting to sign up for every conference there is. But, the conferences you choose to attend will determine the relevance of leads. There’s no use promoting your vegan wares at a butcher’s conference, for example. You don’t want to waste your time.
2) Plan your stand in advance
No one likes that last-minute rush when it comes to stand design. Planning the layout of your stand in advance, including what banners go where and where you’ll display your giveaways, is super important to determine how eye-catching your stand will be. Do you want your new and most-loved products to take centre stage? Then you’ll need to plan your stand around them.
Also, it’s always fun to try and think of a relevant stand gimmick to catch people’s attention. We all remember the stands with the spooky fog cloud or wacky treats. As long as it makes sense to your brand, the weirder, the better.
3) Read-up on the logistics of the venue
Where can you park on the day? Can you unload the day before? Are there limitations to what you can do? These are all important questions that you need to know the answers to in advance, in order to have a successful exhibition. Look at the venue’s website, or chat with someone if you’re concerned. It’s always best to have this figured out at least a few weeks in advance to limit your stress on the day.
4) Think about your stand staff
For many leads, this will be the first time they’ll discover your brand. Studies have shown that 80% of stand success is down to your staff. Make sure your team know exactly what they need to do on the day, and address any concerns they may have prior. Also, make sure your team are enjoying themselves and look out for signs that they need a break. Happy, enthusiastic staff sing your brand’s praises without any prompting.
5) Think about your merchandise
Everyone loves a freebie. Useful, and fun, branded merchandise always goes down well at any conference. We love these eco-friendly jelly beans for a sugary pick-me-up. Eco-friendly, reusable items are also popular. Check out our free conference essentials brochure for more ideas.
6) Evaluate how it went afterwards
You might have felt that the day was a great success at the time, but a truly successful exhibition reaps ROI weeks, to months, afterwards. Take some time to reflect on what went well on the day, as well as what could have been better. Discuss any exciting potential leads, and make sure you have a follow-up plan in place that you can action as soon as you’re back in the office.
1) Do set objectives before you go
You might It’s always good to have a goal or two in mind for what you want to achieve at the conference. How many potential leads do you want to chat with? Is there a particular client you’re super interested in speaking to? Or do you want to spread brand awareness? Outlining, and making sure your staff understand your goals, is a must before attending any conference.
2) Do make sure everyone is on the same page
Don’t script responses and don’t feel dismayed when conversations may go off-topic. Do make sure everyone in your team is on the same page when it comes to conversation points and key bits of information. With 75% of visitors at an exhibition being there to buy or plan to buy in the future, that’s a lot of budding business potential for your brand.
Do you want to push a particular item? Is there a client that a specific member of staff needs to speak to? Is there a contact who’s attending that you know needs a little extra TLC? The potential conversations are endless at a conference, so make sure everyone is on the same page.
3) Don't leave it to the last minute to organise
Being ahead of the game when it comes to planning the logistics of your conference exhibition means you can predict and prevent issues before they occur. Having a plan ensures you and your team know exactly what’s happening.
4) Do make a schedule for the day
If there’s a particular talk you want to go to or a meeting you can’t forget, make sure you have a schedule in place so everyone knows when and where things are happening. This lowers the chances of mistakes and missed opportunities. Plus, potential leads don’t hear your team bickering about lunch breaks. Hangry staff = an unhappy brand.
5) Do have a plan on how to record leads
Stacy Falkman, the marketing technology manager at Paychex, says that her top tip for trade show exhibitors is, "to make sure you can easily rank the leads and send them efficiently into your CRM for timely follow-up after the show." Without lead capture, you could lose out on some pretty big opportunities. Check with the venue about what lead capture tech is available and discuss with your team how best to go about this before the event.
6) Don't panic
Having an exhibition stand can be stressful. It’s long days of constant communication and putting your best foot forward. It’s knowing that every handshake, every smile, and every interaction has the potential for being significant for your brand. But, don’t panic. Take breaks. Remember, you know your brand better than anyone.
7) Do set a budget
Having a cool smoke machine would be great fun. But, unfortunately, not a necessity. Work out what you need to spend on, and then budget for extras. Check out our conference essentials.
8) Don't leave anything to chance
Winging it at a conference is a no-go. Potential clients might see you as a risk, as disorganised, and not someone they want to partner with. Plan, plan, plan, and plan again. Ensure you have a solution for every problem; it’s the key to conference success.
9) Don't forget to invite people
Conference exhibitions aren’t just a place to meet new clients, they’re also an excellent opportunity to have in-person discussions with returning buyers. Drum up the excitement a few weeks beforehand, letting your clients know where and when you’ll be exhibiting (don’t forget to let them know your stand number!). Send out personalised invites, and even schedule meetings beforehand. This way, you’ll be able to plan your day more effectively, as well as build excitement.
10) Do follow up on any leads quickly
We’ve all done it. We’ve got potential leads waiting for us to get in touch, but then the weeks fly by, and conversations get forgotten. Ensuring your team realise the importance of touching base with new leads is paramount, even if it’s just a quick hello over the phone, or a brief email letting them know they haven’t been forgotten.
11) Don't forget the little things
Remember, conference exhibitions can be long. Ensure you have all your conference essentials ready for you and the team. Make sure everyone takes regular breaks, and 100% eats lunch. Most importantly, make sure you and your team are having fun. Explore the venue, chat with other stands, and meet new people. Conferences are amazing places, you never know who’ll be around the next corner.
Download your free conference exhibition checklist here. In it, you’ll find prompts and tips for every aspect of your conference exhibition, from preparing for the big day, to after. Make sure you never forget anything again for your next conference.
If you’re interested in conference merchandise ideas, you can also download our free catalogue with all the essentials we think are a must for the big day. Or, chat with a member of our sales team to see how best we can help you.