Ask an Expert: Exhibition Edition
Chris Davies is Event Director at The Print Show, an annual trade show for the UK printing industry held at the NEC in Birmingham.
The show attracts over 125 exhibitors and more than 6000 visitors each year. Chris built the show from the ground up and has over 20 years’ experience working in the industry. So, we took a moment to chat to Chris about what visitors are looking for from attending shows, and how exhibitors can make the most of the opportunity.
approx 3 minute read
What are some of the key benefits for small businesses attending trade shows like The Print Show?
Since we launched back in 2015, our goal has always been to help visitors find the tools. We are proud to say The Print Show was created by the industry, for the industry, and everything we do is with the aim of supporting visitors from all backgrounds. There is something for everyone at The Print Show.
In your experience, what makes an exhibition stand truly stand out to visitors?
Exhibitions stands need to be visually appealing; something that print companies are all too aware of, given the visual nature of printing. Whether this is bright colours to capture the attention of passers-by, or high-quality images on flags and banners; print plays a key role in exhibition stands.
What are some creative ideas for giveaways or competitions that you’ve seen work well at trade shows?
We have run several competitions over the years at The Print Show. Most recently, we ran a ‘Golden Ticket’ draw, whereby we sent out thousands of printed golden tickets to the industry, which they could then bring with them to the show, scan upon entry and have their name entered into a draw to win a host of prizes. One year we even gave away a Print Show-branded pinball machine!
How important are speaking opportunities at trade shows, and how can businesses best prepare for them?
Hugely important. There are little other opportunities to speak to a focused audience from your key target market. We run the Knowledge Zone at The Print Show, with the schedule packed full of knowledgeable and engaging speakers from print and related markets.
Could you share any tips on how exhibitors can generate interest and opportunities before the show even starts?
In my eyes, pre-show marketing is crucial; you need to let your customers know that you are going to be at the show so they can come along and learn about your latest offerings. This does not need to be an expensive venture, with social media helping you get your message for free.
After the event, what are the most effective ways for exhibitors to follow up with leads and contacts they’ve made?
For me, it’s good old fashioned phone calls. Emailing is great for sending over extra details, but nothing beats picking up the phone and speaking to someone. It is much more personal and will leave a lasting impression.
Do you think it’s beneficial for businesses to attend trade shows that are not directly within their industry but are related to their clients’ interests?
Absolutely. In print, we have seen so much diversification in recent years, with the lines between print and other industries – such as sign-making – blurring. Attending a show that may not necessarily be focused on your core business can help open your eyes to opportunities in other areas.
What common mistakes should businesses avoid when participating in trade shows?
This might sound a little odd, but do not try too hard to sell. Of course, this is what you will want from exhibiting in the long run, but make sure not to put too much pressure on those in attendance of plough them with too much information. Take a relaxed approach, learn more about the visitors, and understand how you can help them.
How can small businesses make the most of networking opportunities at trade shows?
Our Gala Party is the perfect example of such opportunities. For just £69 plus VAT, you not only get yourself a three-course meal and live entertainment, but the chance to speak with peers from across the industry. Don’t ever be afraid to introduce yourself to people and tell them about what you do; you never know when your next opportunities will appear.
From your perspective, how has the role of trade shows in business promotion evolved over the past 20 years?
In my opinion, they are more important than ever. If there is one thing the pandemic taught us, it is the need for human interaction. Anyone can go online and shop for solutions and products, but nothing beats being able to see these in action up close. Trade shows are the only place you can see products from a range of companies at the same time.