Organisation of trade and consumer shows

Why organise a trade or consumer show?

Trade fairs can be professional (i.e. accessible only to professionals in a specific sector of activity: aeronautics, automobile, catering, medical, etc.) or general public (open to all). Most often, the organisation of a trade or general public exhibition takes place in a convention centre or exhibition centre.

The organisation of a trade show or public exhibition is a prospecting tool that offers customers the opportunity to discover your products and/or services during a friendly event. It also brings a human dimension to commercial relations, an effective way of building customer loyalty by inviting them to visit your stand to present your new products.

The objectives for companies can be multiple:

- Prospect for new customers and have them discover, buy or test your products and/or solutions presented (usual or new).

- Build customer loyalty by offering them a moment of sharing and exchange. Invite them, pamper them and develop business.

- Boost your communication and develop your company's visibility, image and reputation.

What are the key stages in organising a trade or consumer show?

The mistake is certainly to think that organising a trade show is simple and that there is no specific preparation to be done. There are certain steps to follow to ensure that your trade show runs smoothly.

Upstream :

- Plan the layout of your stand (traditional or customised stand, you will need to think about how your stand is displayed). Reception, private area, cocktail area, commercial area, everything must be defined in advance to best satisfy your guests and showcase your products or services.
- Book the hotel for your employees attending the show.
- Propose a website dedicated to your event for your clients and prospects (with the possibility of booking their hotel online, negotiated rates).
- Communicate about your presence at the show (website, emailing, advertising, email signatures).
- Send invitations to your customers and follow up with them one month before the event.
- Prepare commercial documents (leaflets, brochures, business cards, etc.)
- Mobilise the team that will be present at the exhibition. The team must be briefed on the objectives to be achieved, the roles of each person and the overall programme.

During the event :

- Arrive early each day to open the stand and gather the team to remind them of the day's objectives.
- Greet your guests with a smile and remain dynamic.
- Think about animating your stand with demonstrations to encourage as many people as possible to come to your stand.
- Liven up your social networks with photos and videos of your stand, the exhibition or your events.
- Don't hesitate to do some competitive intelligence directly at the show to compare your stand with that of your competitors.
- Avoid at all costs packing up the stand before the end of the show. This is very damaging to your image in front of the last visitors.

After the event :

Once your trade fair is over, you and your team should analyse the results, calculate your return on investment and identify areas for improvement. Don't forget to contact your visitors by phone or e-mail to thank them for their visit, this is one of the most important steps.

It is also interesting to measure the impact on social networks and the media in order to see how your visibility has evolved. Finally, think about posting photos or videos of the exhibition on your website or social networks with the appropriate hashtags in order to extend the visibility of this event.

Additional services :

The creation of a customised stand requires a great deal of organisation, but don't forget that the additional services are just as important, as they will bring you added value as an exhibitor. You can be assisted in the following areas

- Communication and promotion: communication about your presence at the show, sending invitations to your loyal customers, creating sales brochures, etc.
- Reception: hostesses, staff in charge of stand animation, coffee or welcome cocktail...
- Entertainment: entertainment throughout the show to generate interest in your stand: oxygen bar, close-up magic, glooters, etc.
- Non-trade show services: organisation of a customer evening with entertainment after the show, accommodation for your guests, etc.

You should not hesitate to stand out to the trade fair participants and your competitors while remaining sober and elegant. The aim is to create a flow of visitors to your stand and to capture the attention of the public.

Organise your own trade fair

Organising your own trade fair, also called a proprietary trade fair, allows you to be the sole exhibitor. Each company can have an interest in building its own trade show, provided that it involves its partners: wholesalers, resellers, integrators, etc. The more partners you have, the more successful your show will be in the eyes of visitors. Similarly, you can consider organising conferences on specific themes by bringing in experts in their field. The aim is to offer a wide range of speakers from within and outside the company (customers, service providers, specialists, journalists, etc.).

Finally, the success of your trade show organisation will also depend on the activities or private parties offered during the event. This will give your trade show an even more exclusive touch and you can invite your best clients and future prospects, for example. The organisation of a party is essential to bring you even closer to your guests and leave them with a very good memory of your trade show.