Get The Most From Your Stand: Part Two

In part two of the Event and Exhibition Association of Australia's series on getting more from your tradeshow experience, here are some helpful hints for best practice during the show.

In part two of the Event and Exhibition Association of Australia’s series on getting more from your tradeshow experience, here are some helpful hints for best practice during the show.

In the lead up to both RSVP Sydney 09 and The Australian Business Events Expo next week in Sydney’s Darling Harbour, the Exhibition and Event Association of Australia (EEAA) has offered exhibitors some helpful hints on getting the most from their presence at the shows.

Lights, camera, action: What to do AT the show
Brief your staff each day:
• The people on a stand can make all the difference between a good event and a great event.
• Remind staff of their goals, key messages and the role they each play.
• Report on progress towards the company’s goals and make adjustments where necessary.

Spend the optimum amount of time with visitors:
• Establish the optimum amount of time to spend with potential prospects.
• Decide on key targets and ensure the stand staff are briefed on these so that they become the main focus.
• Try the AREA approach (attract, reject, explain and appointment).

Speak fluent body language:
• Crossed-arms, newspaper-flicking, incessantly-chatting and generally uninterested stand staff do not encourage business or a positive impression of your company.
• Motivate staff by dividing the total cost of the company’s exhibition participation by the number of minutes it’s open. Let staff know how much every minute is worth.
• Encourage staff to make the most of their participation by smiling, establishing eye contact, engaging potential leads and selling the product to the best of their ability.

Want to know more about successful exhibiting? The EEAA has launches a free series of information booklets in conjunction with its new brand campaign – Got A Passion?

Titled Exhibitions Work!; How to Exhibit and How to Measure Exhibition Success, the booklets comprise part of EEAA’s Got A Passion? campaign, launched in early July. Developed to encourage exhibition participation and drive successful outcomes, the campaign is aimed at raising awareness amongst consumers and businesses on the reach, frequency and power of live exhibitions.

The series contains handy tips, interesting statistics and useful checklists for companies looking to make the most of their exhibition involvement. With an easy to read layout, the booklets also act as a comprehensive guide for new companies, containing important advice on all phases of the exhibition process, and covers pre show, at the show and post show.

“In the current financial climate, companies need to remain competitive and exhibitions are a great way for companies looking to strengthen their brand image to get ahead. The new booklets will make it easy for anyone to harness the power of exhibitions and reap the rewards,” said EEAA President, Matthew Pearce.

The free booklets are available to download from the new campaign website  The informative site also contains an interactive calendar of events, which lists industry exhibitions planned throughout Australia for the forthcoming 12 months.

“The new booklets are just one of the ways we’re making exhibiting easy, for both new and existing exhibitors,” said Pearce.

For more information, visit

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