Making the Most Out of Exhibiting at the Europe CBD Expo
(10 minute read)
The first Europe CDB Expo is fast approaching and we are filling up the available spaces pretty fast! We realise the trade show can be a lot to take in for first-time exhibitors — it is our largest event after all — so we reached out to our marketing director Kristina and digital marketing officer Mohammed, to give you the inside scoop.
What is the Europe CBD Expo?
Europe CBD Expo is the first and only Hybrid Business and Consumer Event and conference dedicated entirely to CBD in London, UK. Open to the public on Saturday 13th of July 2019, Europe CBD Expo will feature more than 80 exhibitors, along with a large lineup of presentations and panel discussions from experts in the production, distribution and sale of CBD products. Europe CBD Expo will also feature a CBD Link Educational and Networking Area. Europe CBD Expo aim is to educate attendees and remove the stigma surrounding CBD.
What sets the Europe CBD Expo apart from other shows?
We take security, compliance and quality seriously and are the only expo that has randomly selected products from every exhibitor and have them tested by an independent laboratory. Europe CBD Expo offers exposure to the widest scope of registrants at the intersection of technology and creativity, which allows clients to hit multiple target markets for the budget of a single activation. In addition, we can offer exhibitors full marketing and operational support through the planning and onsite production, alleviating some of the stress.
What can a first-time exhibitor do to have a successful exhibition?
Proper planning is the first step to a successful activation at Europe CBD Expo. Exhibitors will receive helpful tools, including marketing and PR guides, show timelines, social media content, graphics, a list of common production expenses, and contact information for recommended local vendors. Also keep an eye out for our monthly newsletter which includes reminders for upcoming discount deadlines and other important logistical information about the show.
Set Your Objectives & Timeline
The first step in planning your trade show success is to set effective and realistic trade show objectives and related measurements. Once these have been defined and you have a framework in place, the rest of your show should fall comfortably into place. Choosing the right measurement tools will enable you to draw the correct and actionable conclusions following your trade show performance.
Three Months to Show
Decide On Show Objectives
Why are You Exhibiting?
- Brand/Product introduction
- Developing new customers
- Generating press awareness
What are Your Objectives?
What is Your Ideal Outcome?
How Many Stockists/Buyers/Partners do You Hope to Gain?
How will You Measure Your Results?
- Number of Leads
- Investment per Lead
Establishing the Budgets
- Stand design, staff outlay, pre-show advertising, PR & marketing materials (print, design, production, product catalog etc.)
Prepare Lists of Potential Buyers/Partners/Press for E-mail and Snail Mail Distribution
- Learn more about potential buyers likes and dislikes as soon as you can. This will be useful feedback to help you with the communication plan.
- Schedule E-mailings for potential buyers/partners to go on a fortnightly basis
Plan and Write Your Press Packs
- Make it clear and easy to read including compact and concise information about your company (contact details, website address and social media), and services/products provided, taking care to highlight anything that makes your company look special, stand out and clearly differentiate from competitors. Remember that the single most important purpose of a press pack is to pique the interest of the journalist and compel them to come to you for more information. Where appropriate, include a branded memory stick with high and low resolution promotional images attached with a contact sheet attached.
- Select Targeted Publications for Pre-Show Publicity – Schedule Distribution/Pitches/Advertising.
Prepare E-mailing Content
- MailChimp is a wonderful audience engagement tool that and very useful for newsletters
Prepare Buyers Pack – Order Forms, Price Lists, T&C’s, Offers and Incentives etc.
Prepare Marketing Content
Send all marketing materials to print
Send ad proofs to publications – if you are planning on running any
- You will gain the best results through advertising in pre-show and post show issues
- Also consider online advertising and product/brand spotlights
Two Months to Show
Send Save the Date’s by post
Follow up Calls to All Potential Buyers
One Month to Show
Make Sure All Marketing Materials are Ready
Stand Design/Decoration Finalised
Decide on Products to Take
Appointments Confirmed with Prospective Clients
- Engage: 30 seconds -
Prepare and practice questions that won’t receive a yes or no answer.
- Qualify: 2 minutes – Determine if the prospect is worth presenting to … and what to present.
- Present: 10 minutes
- Cater specifically to the prospect’s needs and not everything you know. Prepare for common objections and questions.
- Close: 1 minute -
Lead card complete? Agree on the next step and go on to the next lead!
Network & Socialise
The Europe CBD Expo is not only a great networking opportunity, but also a super way to garner inspiration from fellow colleagues working in the CBD trade. Don’t be shy. Make introductions and share your favourite finds – the more people you know in the industry the better you will enjoy your days away.
Prepare about 20 copies of Press & Media Packs to be available for the press. Be as creative and innovative as you can, but should contain mostly written copy and images of your company and most recent and new products. The nicer and more useful (well written) your press pack is, the better. You do want them to take it away and remember you after all!
After the Show
Always send a thank-you note to your visitors and the event organisers. Politesse is genuinely appreciated, free and very easy. Use these notes as an opportunity to boost your social media activity if it is done via your Facebook, Twitter or LinkedIn social media channels.
Follow Up All Opportunities
Follow all your leads however apparently hopeless or fleeting they may appear to be, even if it is only to say ‘Thank you for visiting’ and to let them know that you would be open to any cooperation opportunities in future. Use it as an opportunity to slip in extra value with your email or a call (discounts, new offers, new collections or whatever could be relevant to that potential customer). An opportunity not followed is an opportunity lost.
Keep Your Promises
People remember others who keep their word, especially when it is far too easy to lose track amongst all the mass of electronic media created during these shows, so it helps to be organised (like keeping a ‘promise book’ to keep track) and make sure you follow up. The sooner you get back to them, the sooner you will know if you have new friends and customers. Build on your existing contact detail database and add any helpful notes to the visitor’s card such as if they request brochures or any other follow up activities after the expo.
Measure Your Own Success Post-Show
This should occur as soon as the show wraps up. First, evaluate how successful your efforts have been during the show and second, use these metrics to compare your performance over the following months to see how well you have taken advantage of the show and turned it in to sustained sales. The longer you leave this the less useful it will be and opportunities are likely to be wasted.
There are multiple means of measuring your success, the top three most important being: 1) the number of potential new opportunities; 2) contacts made; 3) sale volumes. Don’t expect miracles overnight as effects can take some time for business opportunities to filter through into quantifiable success.
Neither forget to run a ‘lessons learned’ exercise and direct feedback received from visitors and others from the show to help you find out what to improve for the next time.
Use Your Expo Media
You’ve made all the effort of taking pictures, making short videos, writing about the new and interesting things at the show, so make sure your share it all effectively through your blog and your own social media channels to engage more with your visitors by showing your fair activities. Collect, collect and collect. You will not be able to use everything you have created or seen, but you may well find this material useful in future for PR and your next pitch.
Interested in exhibiting? Request more information here.