Phil Millard, MD of the Vending Intelligence Agency and finalist in the Vending Industry Awards, gives PV readers some great advice in a series of tips leading up to AVEX.
As the excitement builds ahead of next week’s AVEX 2013 and everyone is checking if all the stand graphics, produce and machines are going to arrive on time and that everything is going to be perfect for the exhibition, we sometimes forget the most important asset on the stand that could make or break your exhibition success: the people on the stand !
Very few companies invest in training staff on the key aspects of positive stand behaviour, how to attract visitors onto the stand and how to establish visitor credentials.
So, Planet Vending has invited me to offer a tip or two from our Exhibition Excellence course, which is running this week.
Tip One
Consider this: ‘Why Are We Going To Avex?’
Make sure all your staff are well briefed prior to the exhibition as to why you are exhibiting at AVEX. What are your objectives and what would a successful exhibition look like after the event? This is key to making sure your staff work together in the same direction to make it a success.
Objectives? Well, they could be:
- to raise your profile in the market-place
- to introduce a new range or product
- to make a specified number of appointments with new prospects
Whatever your objectives are, discuss them with your team and get their buy in. This process also helps you to work out what approach you take with each visitor and how to identify your ‘big fish’, (which we will look at in more detail in the next tip).
Have everyone on the stand at least one hour before it opens and have a pre-show briefing meeting to highlight the objectives again and actions from the previous night’s review.
At the end of each day make sure you review the performance against your objectives so you have time to react to any changes needed to hit your targets. Ask ‘what went right and what could we have done better?’, ‘were the staff levels correct?’ and so on. If there is a shortfall against your objectives, put a plan in place to ensure you catch up. Have everyone on the stand at least one hour before it opens and have a pre-show briefing meeting to highlight the objectives again and actions from the previous night’s review. It helps to produce a show briefing document that you can use to cover all the important aspects and keep on the stand as an important reference.
If you would like a sample of this email me at the address below. This exhibition has been a big investment for your company so make sure you and your staff mean business.
Next time, I will look at who your ‘big fish’ are and at how to establish visitor credentials.
Meanwhile, if you want any further advice give me a call on 08456 80 90 96 or email info@vendingintelligenceagency.co.uk and I look forward to seeing you at AVEX. Have a great exhibition!
*We’ll have more from Phil in the lead up to Avex. Here’s the company web site.
