How to make a successful exhibition for SMEs

In the busy world of small and medium-sized businesses, marketing is often placed in a secondary position, so it is important to make every effort worthwhile.

Activity budget

Making a budget as early as possible will allow you to avoid unexpected expenses in the future. From the reserved space to the transportation materials, the cost of an exhibition exceeds the price of your exhibits. Make a reasonable budget in advance, such as travel, booth construction, exhibit transportation, etc.

2. Choose the right exhibition

Due to limited time and budget, small businesses are unlikely to participate in several events each year. Invest in time to research activities that are highly relevant to your industry and business size, as the type of program will directly impact the number of potential customers you receive and sales.

While choosing a smaller event can be tempting, larger exhibits offer opportunities to reach out to more participants and may lead to better results. Consider finding a local show that will reduce travel and shipping costs.

3. Maximize the value of exhibit design

Although the budget for face-to-face communication may be tight, it is wrong to cut corners when designing displays. The look and feel of your exhibition space will convey a lot of information about your brand, so make sure it tells the whole story.

Many small businesses may not have the budget to host an expensive large trade show, but you can still use your ingenious exhibits to make a difference at your trade show. Booths don't need to be too expensive; it just needs to properly represent your brand and attract your visitors.

4. Prepare your staff

For any business, arranging staff at the booth is a tricky thing, not to mention a small booth. The limited staff means that when other members participate in the performance, someone must hold the fortress in the office. Hiring an external salesperson is an option, although it adds significant cost to the already tight budget.

It is important to be objective when choosing which staff to bring to the show. For example, if your goal is to increase sales, then bring your best salesperson. If you want to market your product, bring a product developer. Friendly, knowledgeable employees are critical to the success of trade shows, so make sure everyone has the information they need to educate attendees and sell. If you are a small business owner, these tasks may be up to you!

5. Prepare your sales rhetoric

Exhibitors often forget to update their sales promotion before attending the show. Remember, the marketing rhetoric of working in your showroom may not work at the show, especially if you are a small company and want to beat a big company. Take some time to strengthen your sales promotion, but more importantly, keep your entire team in step.