Ask An Event Expert: 10 Questions For Trade Show Success
After exhibiting at a few trade shows, it’s common for businesses to get complacent in their event strategies and stick with what has worked in the past. While this might work out well for some companies, the trade show exhibits industry in constantly changing and it’s wise to be current on all emerging event related trends.
Michael Heipel has been in the trade show industry for over 20 years, working conferences and large events all over the world, including Austria, Germany, Hungary and Russia. He is currently the Managing Director of Messe Management, and regularly speaks and exhibits at large scale events across the globe. We asked Michael some questions about the current state of the event industry, and how to better trade show efforts before, during and after the show.
Xibit Solutions: What is the most important aspect of exhibiting at a trade show that is often overlooked?
Michael Heipel: Many companies focus on stand location, fitting, build and print materials, but often times neglect the core of why they participate. And that reason is to capture and follow up leads. Some don’t even have defined clear goals for their participation. How do you measure success when you’re not aware of your expectations?
XS: When is the best time to start preparing for your next big event?
MH: You should start early by securing one of the best booth locations. This process should ideally start directly after you’ve determined the success of your previous trade show.
XS: When it comes to SWAG, what advice would you give companies?
Photo by the JoshMeister
MH: More and more, delegates value sustainable giveaways. They also don’t like to carry heavy brochures around. Informational material should be provided in digital form, rather than print.
XS: How important is beginning the conversation with potential clients prior to a show?
MH: Very, very important! Be aware that pre-show marketing is one of the most crucial factors for trade show success. A company that just waits until they’re found at the show may be successful, but it’s smart to not just rely on chance.
XS: What social media strategies do you find most effective when exhibiting at an event?
Photo by Jason Howie
MH: Social media is a great tool for updates during the show, posting pictures, videos or presentations. After the show, it is fantastic idea to stay in touch with your potential clients by analyzing who used the official show hashtag and reaching out to them.
XS: Is the placement of your booth at a trade show an important factor in generating business?
MH: Absolutely! That is why I recommend to take into account not only the location, but also who will be around you and what the visitor flow looks like.
XS: What is the one thing you look for when walking up to a trade show booth?
MH: What is the eye-catcher? What would pull me in the booth?
XS: What is the most common mistake you see companies making time and time again at events?
MH: Not having defined and clear goals. This makes being in the position to evaluate whether the show has delivered results or not nearly impossible.
XS: What advice do you have for hiring staff/extra help?
Photo by U.S. Army Corps of Engineers Savannah District
MH: Look for an open-minded, friendly character that loves to get in touch with potential customers. Also, look for staff that has a talent for pulling people into the booth.
XS: How can small companies keep up with larger businesses at a trade show?
MH: Creativity beats size. Try out an interesting, eye-catching display or a strong visual communications concept. Additionally, great booth staff will make a difference and will definitely beat big budgets!
Thanks to Michael Heipel for talking with us and offering some extremely valuable advice. Follow Michael on Twitter @michaelheipel for more trade show and event tips.
