Author: Andrew

Measuring the impact of an exhibition…

Any event manager with an exhibitions budget needs to demonstrate value and a return on the company’s investment.  So how do event or exhibition managers measure the results from an exhibition?  In terms of measuring exhibition presence is there a difference between monitoring and measurement?

We get asked these questions all the time.  Consequently, we thought it would be a good idea to write down our ‘check list’ to help people observe good practice.   To the seasoned exhibitor, some of this might seem obvious.  However, these points of reference will hopefully help some exhibitors to avoid some of the common pitfalls when trying to measure the impact of an a given event or exhibition…

Firstly, be SMART when it comes to effective measurement and evaluation.  Do you have a particular focus or objective for the exhibition?  We’re always amazed at how few exhibitors set the right objectives.  Remember, make sure your objectives are Specific, Measurable, Achievable, Realistic and Targeted!

exhibition-badges-data-capture-200m2

Secondly, think carefully about the VISITORS to your exhibition stands. In addition to collecting ‘the basics’ (name, job title, email etc), consider collecting additional information which can you develop a relationship with the prospect over time.  Do they have a LinkedIn account?  Do they use Twitter?  What are their interests outside work?  Don’t just collect business cards… gather information which will add value to your organisation’s marketing efforts.  Lastly, make sure this information finds its way into your CRM database!

DATA CAPTURE is all important.  Furthermore, don’t delay!  Don’t make scribbles on the back of a business card… enter as much information into CRM as quickly as possible.  This way, you’ll be certain your data is accurate and securely stored.  So, if at all possible, make sure your stand personnel have access to a live database from your stand!

In doing so, your CRM tool will enable you to measure how many follow up meetings were set up and by whom.  Your CRM tool will measure how many existing customers came to visit and it will record what they specifically wanted to ask.  And don’t forget to monitor any resulting press coverage from journalists who visited the stand. This will enable you to calculate your cost per lead accurately…

Lastly, think SOCIAL.  By collecting social media connections, it will allow you to integrate a new LinkedIn and Twitter follower into your marketing communications.  More importantly, it wil enable you to integrate any other individuals that might be connected to the wider prospect’s network.

200m2 Announces FREE Exhibition Stand Hire Promotion

200m2 has announced a ‘zero fee’ exhibition stand hire promotion for the last quarter of 2012.  The first ten companies to contact 200m2 with an exhibition stand hire enquiry before the end of December 2012 will receive a free five day rental – based on 200m2’s introductory 4m x 4m modular exhibition stand concept.

Subject to stand availability, this promotion is open to all UK based organisations that are planning a UK based exhibition before the end of June 2013.  The offer is based on 200m2 Exhibition Stands’ standard 4m x 4m modular stand concept.  Although smaller dimension stands are available with the promotion, larger sizes may incur an additional charge.

crosswire-modular-display-stands

The free stand hire promotion assumes that customers will order and pay for the graphic panels, which simply clip in place between the TRUSSwire and CROSSwire frameworks, through 200m2.  A two week lead-time is required to produce exhibition stand graphics through 200m2 Exhibition Stands’ own print network.

In addition, those organisations which benefit from the free exhibition stand hire promotion will be required to have adequate insurance in place.  A holding deposit will also be required to the value of 50% of the retail value of the loaned stand.  In addition, the organisation being loaned the stand will be responsible for any logistics and floor space costs.  Although 200m2 can assist with installation and break-down, a small charge for this service will apply.  All other costs associated with the exhibition are the responsibility of the organisation making use of the modular stand.

200m2 Launches Exhibition Stand Hire Service

200m2 Exhibition Stands has launched a new exhibition stand hire service for companies based in the UK.  200m2’s new exhibition stand rental offering is built on a range of modular exhibition stands which allow people to scale their exhibition stand infrastructure as required, without the upfront capital investment.

Because requirements change from one exhibition to another, many companies are switching to modular stand concepts which enable them to adapt their presence quickly and within strict budgetary constraints.

200m2’s modular exhibition stand system is based on two award winning products called TRUSSwire and CROSSwire, which are made of a composite material with an aluminium core.  Extremely strong yet lightweight, TRUSSwire and CROSSwire are the most portable exhibition systems in the world.  What’s more, both solutions are extremely robust and can be reused time and time again in different configurations.

trusswire-exhibition-stands

Commenting on the announcement, 200m2’s Managing Director Tim Cronin said “Modular stands are ideal for organisations that have constantly changing needs in terms of their exhibition stand infrastructure. More and more of our customers are purchasing what we call a ‘core’ exhibition stand and then leasing in extra modules which can be added seamlessly on to their existing equipment.”

Cronin added “As one of the UK’s leading exhibition services companies, we provide a complete solution from stand design to the printing of the graphical panels which simply click into place between the exhibition stand framework.  Because 200m2 provides a comprehensive exhibition service, more and more of our clients are outsourcing their entire exhibition programme to us.  By delivering on our promises our clients can focus on their core business, safe in the knowledge that their exhibitions are being managed in a professional and efficient manner.”

Modular Exhibition Stands: The Advantages

Almost every week I am contacted by a prospective client who has decided to exhibit at a forthcoming conference or exhibition for the first time.  Interestingly, most of these companies have one or two major exhibitions every year and they align their needs in terms of stand equipment with usually just one major show in mind.

That’s fine for some organisations but what if next year you decide to increase the floor area of your stand at your principal show?  What if a better stand location becomes available next year and you need to change the layout of your stand accordingly?  What if you decide to start exhibiting at an ‘outdoor’ show where moisture and the cold can ruin your investment in print?  What if you decide to exhibit overseas – will your exhibition stand endure the rigours of travelling long distances?

This is where modular exhibition stands excel – they offer flexibility.  Choose the right modular stand concept and you will have a durable platform which will stand the test of time.  Moreover, choose a recognised brand with pedigree and you will own a framework, which you can add to over time – compatibility over time is all important.

CROSSwire and TRUSSwire are modular exhibition stands which are made of a composite material with an aluminum core.  With a load bearing capacity of up 400 Kgs, CROSSwire and TRUSSwire are also lightweight and extremely durable.  This composite outer won’t scratch or flake so it always stays looking like new.

What’s more, the foldable nature of  TRUSSwire allows you to flat pack the lengths which means it is easy to  transport from A to B.  Of course, by reducing the amount of weight and associated volume, shipping costs are also reduced.  For organisations with a keen eye on their environmental impact, this is an important feature.

But the real beauty of CROSSwire and TRUSSwire modular exhibition stands are their flexibility.  The focus and scale of the stand can be changed for every event – from corporate hospitality suites to product showcases, from audio visual presentation venues to small trade conferences where only a small presence is required.  Whatever the size, CROSSwire and TRUSSwire can be assembled quickly, by just one person.  Furthermore, no tools are required.

TRUSSwire and CROSSwire is manufactured in Denmark and delivered straight to 200m2 here in the UK.  No middlemen, no agents, we are the authorised partner with the manufacturer. Get in touch for more details!

UK Exhibition Companies: Can we learn from the US?

In a survey of 117 top exhibition executives at the Exhibitions USA Annual Forum, the consensus was that European exhibitions are becoming a key focus for US firms.  Nearly half of the sample’s respective clients (around 46%) are considering exhibiting outside of the US for the first time – 20% of the client base has already decided to exhibit in the UK.

The statistics show an interesting trend for internationalisation. Many US businesses consider the UK an important market in which to exhibit.  Consequently, over the next few years UK exhibitions could see a steady increase in exhibitors from North America.  Some UK businesses might lose their spots at exhibitions to new American competitors as a result.

Modular Stand Concept
Modular Stand Concept

I think this is a very interesting development.  In an uncertain economic climate, it is intriguing that US companies are interested in breaking into European and British markets.

In my experience, US clients tend to invest much more in high tech displays than their British and European counterparts.  My suspicion is that, given the associated investment in technology, US firms will want to take their exhibition stands on the road as much as possible to maximise the return on their investment.

By the same adage then, perhaps some UK companies will respond by exhibiting in the US.  Certainly, with a healthy exchange rate, this could be a possibility for firms with flexibility in their marketing budgets.  However, UK firms will need to recognise that their displays will need to be ‘top notch’ to pass muster in the US.

As one of the leading UK exhibition companies, 200m2 is on hand to advise any prospective clients on making the move into new exhibition markets.  200m2 specialises in assisting organisations venture into pastures new – or overseas in this case!