HOW to make the most of taking part in business exhibitions was revealed to Pink Link Ladies’ networking group at its latest Bolton meeting.

Jane Caunce, partner and general manager of local family firm Ellison Printing, spoke as the trade exhibition season gets under way.

“Running a stand is hard work and often exhausting”, stated Jane.

“Whether your event is a large show or just a handful of stands, plan ahead to make your investment work for you.”

Ensure brand identity is strong throughout, advised Jane, with pull-up banners or pop-up displays. “Choose one main message for your stand,” she added, “using it as a tool to draw in visitors to engage with them.

“Don’t let visitors guess what your business is all about – tell them with your literature, use the power of the written word.

"Entice your customers and be visual with pictures and images.

"A beautifully created brochure appeals to the senses and will be read long after you’ve packed up and gone home.”

While business cards are essential, promotional giveaways relevant to your brand “go down a treat”. A business card draw is another way to bring people to the stand.

“Make friends with your neighbours, check out who else is exhibiting,” advised Jane. “Engage warmly with strangers but don’t pounce!

“Some visitors will know exactly what they’re looking for and will tell you in their own good time. Many more may not know - at least, not until you’ve told them what you have to offer.”

Engage with eye-contact and ask something general about the weather or “Have you come far?” After that, try a more specific question like “Are you searching for anything in particular?”

Develop an exit strategy so you can move on politely to meet others as soon as it is appropriate. Thank them for their interest, offer a leaflet/card/ sample and perhaps set a date to meet again.

Keep a note of visitors by designing an inquiry sheet to record every live inquiry. Note what you promised to do before you turn to meet and greet your next visitor.

“For most exhibitors, the ‘real work’ starts afterwards, converting all those qualified leads into sales,” stated Jane.

“So, prepare your standard follow-up messages and literature in advance, set yourself a deadline to get these out and make time for all those invaluable follow-up calls.

"Don’t waste the opportunities you’ve worked so hard for.”

For more information go to www.ellisonprinting.co.uk