Snow Sports Trade Shows – Ten Top Tips for Exhibition Success

Nordica stand ISPO
Nordica stand at ISPO Munich

  1. Book early
    It’s always possible that you might get a better deal if you hang on until the bitter end, but will you get the right location? Despite what organisers might suggest, location is important and often the best spots are taken by previous exhibitors who book a year in advance. Get in early to avoid disappointment.
  2. Floor Space or Shell Scheme?
    If you can afford to have a bespoke stand built for you and you require lots of space to promote your brand, then floor space is that way to go. Otherwise a Shell Scheme will provide what you need to give you an easy and simple set up.
  3. Invest in a great looking stand
    If you decide to do an event like ISPO, Slide or the London Ski & Snowboard Snow, then don’t skimp on the display materials. If you have chosen floor only space, the chances are you’re investing pretty heavily into your stand build anyway – but if you have a shell scheme, it’s really important to ensure the branding stands out and looks great. Pop up stands can look really professional or high quality banners can work if space is really restricted. A display counter with your companies branding can also add to the overall look.
  4. Tell people you will be there
    Get the word out about the fact you’re at a show. That way, people will make a point of ensuring they see you. They might forget when they are they, but as soon as they see your stand they will be reminded that they had you on their list. Use social media, press releases and any customer data bases you might have to ensure everyone knows where you will be.
  5. Plan every detail
    Remember you have to ensure everything is delivered on time, the stand is built before the cut of point – do you need spot lights, plug sockets, a coffee machine? From the moment your stand is booked you must ensure everything is in place well in advance. What extras do you need? Stationery, brochures, business cards, customer enquiry forms, price lists…, beer and soft drinks (if permitted by the show organisers).
  6. Get the right personnel
    Having a stand at an event is probably the most important window on your business. It’s a live show that tells the consumer a lot about who you are. Having the right people representing you on that stand is absolutely essential. Enthusiasm is the number one asset, followed by a professional attitude and a smiling face – product knowledge is important too, but not as much as enthusiasm!
  7. Body language
    Even if the show is quiet, don’t sit down on a chair reading a book. The times I’ve seen this at a show! No one is going to walk onto your stand if they feel they will disturb an important part of that novel you’re reading, it’s a subconscious reaction. You don’t have to get in people faces and drag them on the stand, just act natural….but stand up.
  8. Offer drinks and snacks
    Most of the time you are allowed to have your own refreshments on your stand and if not, normally due to the organisers providing this themselves, they will often permit you to do so with a small charge. It’s worth it, a glass of bubbly or a cup of tea can go a long way to making someone feel relaxed and staying on your stand for a longer time.
  9. Stay sober
    There’s often lots of parties going on during and after shows and it’s easy to get involved. It’s a good thing to do so, as it’s potentially great networking, but just keep the alcohol down – what a lecturer I am now! But really, exhibition halls are terrible places to have a hangover.
  10. Follow up on your leads
    If you don’t make many direct sales at a show you might take lots of leads. It’s crucial to follow up on these quickly. If you don’t, someone else will.

Ski Press has been involved in setting up, managing and working on large and small exhibition stands for over 15 years including – the Spring Fair (NEC), Autumn Fair (NEC), Ski & Snowboard Show (Earls Court & Olympia), ISPO (Munich MESSE), SLIDE (Telford International Centre) plus many others in Great Britain and Europe.

Contact us to help plan your successful product promotion at any of the trade shows in the UK or mainland Europe.

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