Making the most of trade shows and exhibitions

By Amanda Jackson, managing director, Tigerfish PR.

Exhibitions and trade shows have great potential to connect you with existing customers, inform you of current trends and gain new business.

And yet over the last 16 years, and the hundreds of exhibitions we’ve been involved with, we’ve seen so many businesses fail to capitalise on these opportunities by simply turning up and hoping for the best.

To get maximum value from an event, you need to prepare. Here are my top three tips for all exhibitors.

Tell the people you know

Obvious though it sounds, this is frequently forgotten.

Modify email signatures, three months before a show, to flag up that you will be attending. That way, every time an email is sent, the recipient will be reminded of your exhibition. Send invites by post and by email.Use your online channels

Make sure you have content on your website about what you’ll be exhibiting, where, when and the stand number.

Share ‘behind the scenes’ content on your social media channels, tag the organisers and use the show hashtags. Record a series of short videos highlighting what will be at the show.Inform the press

A preview release on what you are exhibiting should be sent to your key press in good time. Try to include something which will make your stand more attractive – a product launch or a key announcement are good news hooks.If you want to know more, we’ve compiled a 31-step Ultimate Exhibition Checklist, available to download for free. Follow the link or drop me an email.