Triskaidekaphobia … We don ’ t do Exhibitaphobia around here …
Yes , I really did say that and for those confused it ’ s the fear of the number 13 .
Whilst unlucky for some , it ’ s a befitting way to end the first EN of the year because 13 is actually a really lucky number in exhibition . As we return to more and more live events , there has never been a more important time to be better prepared and even more excited about the possibilities for filling those order books .
The days of just rocking up to an event and hoping it works are well over .
When it comes to exhibiting there are three numbers you really need to focus on . If you do , you not only make exhibiting easier , but you set yourself up for far greater success .
So , triskaidekaphobia . The three key numbers that will ensure you are the happy exhibitionist … The 3 + 4 + 6 Principle of Great Exhibiting .
3 Pre-Show Set three Clear Objectives for Exhibiting Not one or 12 objectives or scarily as many companies do … set none . ( 67 % of companies exhibit without a plan ) The key to really successful exhibiting is being really focused on the three things you want to achieve . If you focus on more you spread yourself too thin … If you set less you ’ re not spreading yourself at all . Exhibiting like life is about setting challenges .
Exhibitions is a numbers game
The Exhibition Guy Stephan Murtagh spells out the simple formular to successful exhibitions
4 During-Show You have four seconds to make an impression when exhibiting A visitor walking down the aisle will decide within four seconds if they are going to stop on your stand , so first impressions really do count . Your people should be standing , smiling and that open body language really does matter . Your stand graphics should be visible and readable from 15-20ft away and having 60 % of your floorspace free for visitor access not only makes it comfortable for them to
Stephan Murtagh
walk on but encourages them to . Exhibiting is not about bringing the kitchen sink , it ’ s about bringing the smell of freshly baked bread .
6 Post show Chase up every lead within six days .
81 % of leads from trade shows are never followed up . This happens when people get back from a show and are in fire fighting mode . I ’ m not saying you will get the sale within six days but continue that conversation with your potential client . You also become part of the exclusive club of companies who do really well from exhibiting . The real key is to plan your follow up strategy before you exhibit and not after , so when you do get back , you ’ re ready . Chase up or delegate those leads straight away .
Exhibiting is not rocket science but by doing the simple things right you will help light the rocket under your business .
So the next time you see the number 13 don ’ t think of that long triska … word or being unlucky … think of the three simple things you can do for exhibition success .
Happy exhibiting .
58 — February