Get the most out of
As part of its continuous
efforts to support its clients, Arabian Group for
Exhibitions and Conferences is pleased to provide you with
steps to assist you in making your experience as profitable
and efficient as possible.
These steps and procedures are internationally recognized
standards that are practiced by exhibitors worldwide and
recommended by major global associations throughout the
exhibition and tradeshow industry.
Plan your participation over three stages
• Preparing for the exhibition
• At the exhibition
• Follow up
for the exhibition
1. Select the right
exhibition for your company
Choose the right exhibition for your company and production
• Would you prefer a specialized or a generic exhibition?
• Do you prefer trade visitors only?
2. Set specific objectives
Set measurable and specific objectives: Increase sales
volume, promote new products or services, identify new
clients, get new agencies, enter new markets, meet new
qualified contacts, find new dealers, make new appointments,
3. Plan the stand to meet your determined goals
Determine beforehand the location and design of your stand.
• What products will be displayed?
• Which staff will be chosen at the stand?
• Do you need technical staff to explain product
4. Inform your prospects and clients before the show
Get in touch with your prospects, agents, distributors,
clients, etc. before the show. Inform them about your
presence, activities and special offers at the show.
Ask them to spread the news to their clients also!
5. Pre-show PR, advertising, and sponsorship
Dedicate a reasonable budget for carrying a PR and
advertising campaign, and check for suitable sponsorship
opportunities. You can also advertise in the official guide
of the exhibition.
This will help promote your presence or any special
activities that will be held during the show.
6. Train your staff
Make sure each member of your staff understands the goals of
participation and is well versed in the company products and
services. They should be trained to identify potential
clients and communicate with them effectively. Each person
at the stand must have a specific role that contributes to
achieving the overall objectives.
“Keep them motivated!”
7. Use the web to promote your presence at the show
• Use online media to promote your company
• Use your company’s website or the exhibition’s website to
promote your participation
• Check if the exhibition's website can provide links to
1. Brief your staff each day
After you have chosen which employees will be at the stand,
it is important to review the goals and roles for each
member daily, and evaluate performance of previous days.
Inform them of any prescheduled meetings or specific
contacts they need to be aware of, in order to be dealt with
2. Focus on your key targets
Decide who your key targets are (production directors,
senior managers, distributors, etc.), and brief your team to
focus on them.
3. Spend an optimum amount of time with visitors
• Find the right people and spend the right amount of time
• Do not spend too much time with a prospect, because there
are others you need to meet.
• Do not spend too little time with a prospect, so you can
obtain results (leads, appointments, etc.)
• Kindly and politely reject the wrong people by briefly
explaining to them that you have no common interest
4. Earn Media coverage
• Invite key journalists to visit your stand
• Prepare a media kit that contains a press release covering
your participation at the show, statements of key company
personnel and also include your company logo and a few
pictures of your displayed products
• Coordinate with the organizers’ press office to distribute
your media kit in different mediums
5. Keep it all business and avoid unnecessary
conversations. Every minute counts!
1. De-brief the team
• At the first day of work after the exhibition, meet with
your staff and thank them for their participation, then
evaluate your company performance at the exhibition
• Are there any suggestions for the future?
2. Measure your results and compare them with your
3. Follow up on all contacts
Every visitor to your stand should receive a timely follow
up. Classify and prioritize your contacts to determine the
degree of follow up, it could vary from a simple thank-you
letter to a phone call or making an appointment.
4. Follow through on all press releases
Call all the editors you contacted at the exhibition or the
journalists who visited you at your stand. Share your
participation experience with them, tell them about your
success and ask them if they need any additional
This step can help ensure a solid mention in n the post-show
review read by thousands.
5. If you have met your goals, reserve a place for
a successful and fruitful participation at the exhibition!