Pre-event promotion

If you expect a great event, you need good pre-event promotion. Whilst different organisers participate in different activities, there is a plethora of activities you can get involved with to maximise your results - before the event.

A review of your exhibitor manual will normally highlight opportunities available for your particular show, and is normally a good starting point. Show guides, show catalogues and show preview guides should all carry your news and company information. In the majority of instances these are non-chargeable and a good way to get your name out in advance of the show.

Ask for invitations which you can sometimes overprint with your logo and post some, give some to your sales team/agents/distributors and keep more in your reception area. VIP tickets are often a valuable way to entice more visitors to your stand.

In terms of advertising, find out the schedule (discounts) and titles the organisers are using - dovetail any advertising in the issues where they are running previews and/or features on the show. Use flashes and banners across you ad - "See us on stand no: 666". Be creative. Why not amend your franking machine with the same info - and your email signatures too?

Do the organisers use a PR agency? If so, use their services and pick their professional brains (and contacts). Get a press list of contacts and deadlines. If you have a company newsletter, milk the opportunity. Do mail shots and e-shots to key clients, existing, potential and past customers. Remember also the power of the Internet and make sure you have information on your website and a hyperlink from the show site to yours.

Finally remember many events will set up a diary or appointment system - pre-book as many appointments as possible so you can predict traffic and busy periods. Not all will be adhered to, but at least a plan subject to change is better than none at all!