Top 10 Tips on Visiting An Exhibition

Volume Exhibitions Limited is the organiser of the forthcoming Promotional Marketing Exhibition
(Olympia, 15 – 17 April). The Promotional Marketing Exhibition is now in its third year, but Simon Tilley himself has many years of experience in the exhibition industry, both as an organiser and exhibitor. Simon also visits a number of exhibitions, both in the UK and overseas, and gives below his top tips on making the most of the opportunity.

My first tip would be to plan thoroughly.

· Plan your transport to the show to make sure you get there in good time. Each venue has its own website, so look up the transport advice including bus and train services, shuttle buses from local hotels and stations, car parking facilities, etc.

· Pre-register for the show so that you are sent a badge, which will avoid the need to queue on arrival. You may also receive pre-show bulletins to advise you of show highlights and activities.

· Visit the show's website and read the show previews in the trade media to find out who is exhibiting so that you can make a list of 'must visit' stands and plot these out on the floorplan.

Devote enough time. An exhibition gives you the opportunity of speaking face-to-face with many exhibiting experts in one day, a task that would otherwise take several days. So allow enough time to take advantage of the opportunity.

Take plenty of business cards, but give them out carefully. You don't want to waste your time, and exhibitor's time, with unnecessary follow up activity.

Take a pen and pad to write down useful information, telephone number, etc, etc. Sounds basic I know, but you would be surprised how many exhibition visitors I see patting their empty pockets looking for pens and business cards.

Talk to exhibitors. Don't be shy, they are there to share their knowledge and information with you and to offer advice.

Plan in some time to network with other visitors too. Your customers and other business colleagues may be visiting the show, so arrange to meet. You can gain a lot of business intelligence in a face-to-face situation that you will never hear on the phone or read in an e-mail.

If there is a seminar programme, look at the timetable and select the modules that would be of most interest to you. Again, you can freely gather professional advice that it would otherwise with take time or money to obtain. The pen and notepad may come in useful here too.

Consider how you will deal with brochures and samples. Taking a small suitcase on wheels is an option.

Take a break. Visiting an exhibition is hard work. It's often a hot and draining atmosphere and there can be a lot of new information to digest. To remain alert and to take stock of your achievements so far, and goals for the day, take a break to have a drink and refuel with some food.

Plan for the unexpected too. Don't walk around in a blinkered state, just seeking out your pre-conceived targets. There are always new product or service launches at the show, so take a little time to wander the aisles and absorb the information from new or new-to-you, suppliers.

Simon Tilley
Managing Director, Volume Exhibitions Limited

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