First of all, thank you for supporting the CILIP Conference 2017.
The CILIP Events team are here to help you make the most of your investment – not only at the Conference itself, but for months afterwards – and we have, with over 40 years’ experience between us, put together this Check List to offer some ideas on how you can do this.
MARKETING CHECK LIST
Prior to the Conference
- Read the Exhibitor Manual carefully and fill out the order forms.
- Consider the design of your stand –
– Your branding should be clearly seen from different angles.
– What can be seen by passers-by with staff standing in front of branding?
– Ensure that the text and colours used are clear and not too “busy”
– Position your products, furniture and staff so that they don’t create a barrier for people coming on to your stand or block the branding.
- Plan activities on your stand that will attract delegates and tell the organising team about them in advance so that CILIP can publicise them too. For example, a product launch, competition, book signing, drinks reception, presentation – publicised in advance, will help bring people to your stand.
- Ensure that your 60 word description and on the website is relevant and easy to understand. Avoid a list of brand names and, instead, explain what your product/service can do and who it is aimed at.
- Let your customers know that you will be at the Conference, which stand you will be on and what you will be doing.
- Add banners to your website with links through to your information on the Conference website.
- Use our “see us at” conference logo (we can send you this) to include on print advertisements and on your website as well as via Twitter #CILIPConf17.
- Send emails highlighting your promotions and stand activity.
- Use social media to do the same.
- Pre-arrange meetings with your current customers.
- Order any promotional items that you may wish to give away on your stand. Ensure that these are useful and relevant. Gimmicks generally end up in the bin.
All experts in exhibition and conference marketing will tell you that pre-publicity is a vital if you want to ensure footfall to your stand. If you would like CILIP to help publicise your stand activity in advance, contact Rachel Kudlick on 020 7255 0688 or Rachel.firstname.lastname@example.org.
At the Conference
- Bring trained, knowledgeable people to represent your business.
- Ensure that your staff know the specifics that differentiate your product from those of other exhibitors
- Follow up leads on the same day – email the people who came to your stand, letting them know who will be calling them to follow up and provide them with a link to your website. This helps to keep the lead warm.
- Categorise your leads into Hot, Warm and Cold while you are on the stand – with urgent enquiries/orders being “Hot” so that you can process easily and quickly when you return to the office.
- Sit in on the seminars and debates and use those insights for product and service development and for your conversations with delegates.
- Take advantage of the networking opportunities. You are welcome to attend the social events, make contacts and arrange appointments. It is also a chance for team building and to show thanks to staff.
After the Conference
- Follow up on your leads and quickly! An obvious suggestion, perhaps, but it is surprising how many exhibitors when, once back in the office, don’t get around to contacting that valuable list of leads until it has gone cold. There may be a number of stages to following-up – with email communications, attachments and meetings – so keep returning to them.
- Keep an eye on the blogs and Twitter feeds, still buzzing from the Conference, and join in the conversation.
- Consider improvements for next year’s Conference.
We hope this Check List has helped you in some way and we look forward to working with you in the coming months